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Getting noticed in the newsroom - ten tips to writing a news release.
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Getting noticed in the newsroom - ten tips to writing a news release
A news release is one of the easiest ways to get your story out to the media. But how do you get the journalists to notice your article amongst the hundreds of media releases sent to them every day? Follow our simple top ten tips and you'll soon see your name in print.
1. Be an attention grabber!
Use your headline to stand out from the crowd. Be short, loud and to the point.
2. Start with the BIG facts
Busy journalists will probably only read the first one or two paragraphs so make sure you get straight to the point. Remember to include the "who, why, where, what, when".
3. Don't exaggerate
Nobody has time for "fisherman's tales" in a busy newsroom. Tell it how it is - a blatant sales pitch will go straight in the bin. Avoid cliches!
4. Be Exciting
You want to create interest in your story - after all, this is news!
5. Maximum of two pages
Preferable one. If you can't fit it into one or two pages, you're writing too much.
6. Speak plain English
Avoid jargon. Write as though your reader has no knowledge of your industry.
7. So, what is it?
Your reader needs to be able to understand what you are talking about. Ask a friend from outside your field to check that what you have written makes sense.
8. Why is it good?
How does this news benefit your reader? Does it save them money or time? Will it make their life easier? Don't let them guess - tell them!
9. Who can I call for more information?
This person must know your news story and be available for questions - don't use someone who is about to go overseas! Include ALL contact details for your spokesperson.
10. Perfect Proofing
ALWAYS get someone else to proofread your work - preferably an experienced editor - to check for spelling or grammar mistakes. Sloppy copy will reflect very badly on your company.
Once you've sent out your media release to your chosen journalists, follow it up with a phone call. This reminds them that you wrote to them and gives them an opportunity to ask any questions they may have. Make your calls before 9.30am, be brief and be willing to take "no' for an answer. So, now you are ready. Go forth. Good luck!
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How to pick a Public Relations Agency
After you've met with an agency, decided you like the personalities, briefed them concisely and received their feedback - what other measures should you use when evaluating their PR proposal?
- Understanding of the issues.
- Clarity of the rationale for the proposed strategy.
- The quality of the proposed communication strategy.
- Are there clear links with the communication objectives?
- Will the target audience/s be reached effectively by the proposed strategy?
- Are the proposed communication vehicles appropriate for the campaign messages?
- Do the proposed information materials clearly reflect the strategic approach?
- Innovation and creativity demonstrated within the strategy.
- Will the proposed strategy have impact/cut through?
- Are there ideas beyond standard public relations activities?
- Value for money: an assessment of cost against perceived impact/reach of the strategy.
- No conflict of interest.
- References from previous projects.
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