PR Information


How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them


How to write a press release that generates free publicity is a great skill to have.

This analysis, of the seven deadly sins of how to write a press release and how to avoid them, contains press release sample writing and a how to write a press release sample.

Learn how to write a good press release with more impact in less time.

This is a question critical to gaining ongoing media coverage in a consistent way for any organisation and individual.

And sometimes the quality of news releases actually sent out to the media is pretty poor.

Take this example put out by Tasmanian Liberal shadow treasurer Brett Whiteley in a press release issued on May 24, 2005 and highlighted in The Australian newspaper (June 2nd, 2005 page 20).

"All State Liberal Policy pledges are official State Liberal policy, as are Policy Position Statements. All Policy Position Statements and Policy Pledges are fully costed. The only difference between our Policy Position Statements and Policy Pledges is that further detail associated with our Policy Pledges will be released at a later date. This detail will be released at the time of our choosing."

Phew! What did he say?

We see bad examples of media releases all the time. But it doesn't have to be that way.

Here is my take on how to write a press release: the seven deadly sins and how to avoid them:

1. No News Value

Your media release must have a strong news value and not be trying to sell something or be blatant advertising. The media will see through this.

Ask: what is new about what we're doing?

2. A Poorly Written Headline

A headline must grab the attention of the editor or reporter.

Read more about writing headlines in this article

3. A Poorly Written Lead Paragraph

A lead paragraph must continue to hold the attention of the editor or reporter.

Read more about writing lead paragraphs in this article

4. No Quotable Quotes

Quotable quotes add credibility and human interest to a media release. They are the flesh that goes on the facts or bare bones of the story. They must be memorable and well crafted.

Take this recent quote from 1992 Olympian, Irish Boxer Kevin McBride in the lead up to his fight with Mike Tyson on June 11th 2005: "I'm not a pretender, I'm a contender".

Nice work Kevin - simple, memorable and direct. The media love it because of its structure and rhyming nature.

5. Lack of Clarity In Writing Style

Clear writing is a sign of clear thinking as my Tasmanian Polly Speak example above demonstrates.

6. No Call To Action

Your media release must end with a call to action. What is it you want people to do after reading or hearing your message?

7. No Comprehensive Contact Details

A news release should always contain current contacts details for the media to follow-up.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


Vanity Fair

Netflix Fires PR Boss After He Uses the N-Word Twice
Vanity Fair
On Friday afternoon, Netflix C.E.O. Reed Hastings announced in an internal memo to Netflix staff that he had decided to fire the company's longtime public relations chief, Jonathan Friedland, after Friedland used the n-word in the presence of staff on ...
Netflix Fires PR Exec For Saying N-Word Twice To EmployeesThe Daily Caller
Netflix PR Chief Fired Over Repeated Use Of N-Word In Business Meetings, Claims He Was Canned 'All On A Couple ...PerezHilton.com
Netflix fires PR chief over use of racial slurThe Hindu
The Mary Sue -Variety -Hollywood Reporter
all 53 news articles »


The Verge

Netflix PR chief fired for repeatedly using the n-word
The Verge
Netflix CEO Reed Hastings has fired his chief public relations executive, Jonathan Friedland, after his repeated use of the n-word, according to The Hollywood Reporter. Friedland, who's been with the company for seven years, reportedly used the racial ...
Netflix PR Head Drops the N-Word, Netflix Drops HimGizmodo
Netflix PR Chief Fired After Saying the N-word in a MeetingVulture
Netflix PR chief fired for using the 'N' word: reportThe Mercury News
Quartz -Fortune -Variety -Hollywood Reporter
all 419 news articles »


Page Six

Airbnb chief Kim Kingsley stuns PR insiders with cringe-worthy ...
Page Six
The new director of global communications for Airbnb Kim Kingsley made a communications blunder of global proportions amid the child separation crisis at the ...

and more »


Business 2 Community

How to Get PR and Content Marketing Right: Think Like a PR Person
Business 2 Community
Both content marketing and public relations can alone make the difference between meh and stellar results. But combine the two and you can kick it out of the park. Let's consider why PR and content marketing are a good combination, and how you can use ...



Hollywood Reporter

PR Chief Jonathan Friedland Fired at Netflix Following Use of N-Word | THR News
Hollywood Reporter
PR Chief Jonathan Friedland Fired at Netflix Following Use of N-Word | THR News. 6/23/2018 - by THR Staff. Jonathan Friedland, who's served as Netflix's chief communications officer for the past six years, is out at the company after "insensitive ...



mediabistro.com

PR Senior Account Executive
mediabistro.com
DeVries Global is looking for a Senior Account Executive to join our consumer group on a retail and food client. The primary focus of the role is to manage media outreach, develop and implement strategic plans for clients in conjunction with other team ...



Bitcoin News (press release)

PR: Propy to Hold Historical Real Estate Auction on Blockchain
Bitcoin News (press release)
Global property store with a decentralized registry Propy in collaboration with Hilton & Hyland Real Estate, a leading luxury brokerage are selling ownership for Rome's architectural Masterpiece el Palazzetto Mansion in a historical blockchain auction ...



Daily Telegraph

The powerful Sydney PR Princesses reveal how tough the industry can be
Daily Telegraph
“Publicists are now just applying these principles to their own personal brands. Being someone who is in the know and well versed both in front and behind the camera really helps to better manage clients and help them navigate through the shifting PR ...



MLB.com

Mayors across US, PR commit to Play Ball
MLB.com
In its third year, Play Ball Summer encourages mayors across the U.S. and Puerto Rico to organize community-based events that engage families, citizens and city departments to participate in baseball and softball activities focused on having fun while ...



Evening Echo Cork

Child and Family Agency spends €90k on PR in just over a year
Evening Echo Cork
By Joe Leogue. The Child and Family Agency, Tusla, has spent over €90,000 on public relations in just over a year, in addition to the agency's own internal communications office, for services that include preparing officials for Oireachtas committees ...
Child and Family Agency spends €90k on PR in just over a year ...Irish Examiner

all 4 news articles »

Google News

home | site map
© 2007