How to write news releases that get noticed Claire Cunningham

What do you do with junk mail? Are you like me? I toss this
stuff without opening it – unless I see some benefit.
Publication editors do the same. They toss news releases that
don’t demonstrate a benefit to their audience.

What’s the difference between a release that gets used and one
that hits the editor’s circular file? Here are seven easy tips
for writing releases that get picked up rather than thrown out.

1. Make sure it’s newsworthy. What’s newsworthy, you ask. To be
newsworthy your topic needs to be timely, of interest to the
publication’s audience, benefit-oriented, and substantive (that
is, not self-serving, hype or fluff.)

2. Write a powerful headline. The headline is what will pull in
the editor or leave her/him cold. Keep it short and descriptive,
but make it interesting.

3. Use journalist style. Editors are looking for the facts, not
fluff. Be sure to include the essentials: Who, What, When,
Where, Why and How.

4. Keep it brief. Editors are pressed for time and inundated
with releases. Keep yours to one page, 300-800 words. The
headline and first two paragraphs are the most important parts
of your release.

5. Avoid jargon. Even if you’re sending a release on a technical
topic to a technical journal, resist the temptation to use
acronyms. Spell it out! Use common language. It will make your
releases more readable and accessible.

6. Proof it. The accuracy of your release – including spelling
and grammar – reflects on your company. If you aren’t good at
proofreading your own stuff, enlist someone else to do it.

7. Include a photo. Okay. This isn’t a writing tip, but it’s
good advice anyway. Publications are looking for good quality
visuals, so including a photo, illustration, chart or graph
(with a caption, please) increases your chance of getting picked
up.

Follow these tips to improve your news release writing. But
remember that the keys to a successful news release program are
a good list of publications and a regular mailing schedule of
newsworthy items. Persistence WILL pay off.

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