Press Release Practicum - How to Make Headlines

Got news? How can you create a catchy package for passing your newsworthy information to the media?

Editor mailboxes overflow daily with press releases, promotional pieces, and other unsolicited items. If you have truly newsworthy information to share, how can you position this for greater editorial attention?

Media relations operate by established protocol that has been in operation for decades. Following the rules will lead to better relationships with reporters and editors, and that may lead to better press coverage.

Aim for an Angle.

What's your angle? Do you have a story to tell? Is your announcement timely and relevant for potential readers?

Know your audience. Are you targeting the general news media or a specific industry niche? This will greatly influence the content of your copy. A technical product announcement will appeal to a vastly different readership than the news of a rookie quarterback's signing bonus. News of the unveiling of a gas-free automobile may fit in major media outlets, while an unusual hybrid strain of geraniums may be appropriate for a more targeted audience.

Content Counts.

Begin the copy with a tight and taut lead. Grab the reader immediately. The first paragraph must include the essential points of the story. Use the Top 5: Who, What, Where, When, and How. Have a point, and state it clearly.

Use catchy direct quotes, and cite speakers. Spell names correctly, and include job titles, if applicable.

Bear in mind that editors will likely trim your copy, if they decide to publish it at all. As a rule, they will cut from the bottom up. Put your most important information at the top.

Format Matters.

Print your final draft on organizational letterhead. The street address, telephone number, and web-site information should be clearly printed on the document.

Have a hearty and helpful headline. State the facts, but also add as much excitement as you can truthfully have, without sounding ridiculous. Include the name of the organization in the headline.

List the date and location (of the event or newsworthy occurrence) at the opening. The subject of the press release must be current and timely.

Visuals Add Value.

Include photographs, if possible. Editors may or may not print these, but visuals will certainly attract their interest.

Compose captions to accompany all photographs. Clearly identify individuals in photographs. (If photo releases are required, be sure to obtain those before sending photos to the media.)

Backgrounders Build Interest.

If the topic is technical or complex, consider adding a backgrounder. This is an added document, similar to a sidebar, that adds helpful information for the reader. Using a backgrounder allows you to keep the main press release concise and pertinent, instead of bogged down in details.

End all news releases with a general paragraph about the organization from which they are sent. (This may be a standard paragraph, that may be uniform to all their press releases. It is for editorial background and will only occasionally be published.)

Include Contact Information.

Be sure to include a contact name, phone number, and e-mail address. Savvy reporters may want to pursue additional information, and editors may need to fact-check the piece before printing. Place this information at the top of the first page, where media personnel can quickly spot it.

Target the Right People.

Address and send the press release to the appropriate people by name. Visit publication web-sites, and discover who the right contact is. It is considered sloppy and insulting to address press releases to editors or reporters who no longer work for a newspaper or magazine.

If you don't care enough to do the homework, then why should your recipients take the time to read what you have sent?

Obtain Appropriate Approvals.

Before issuing the press release, be sure to obtain any necessary approvals from the organizational executives or leaders. Most publicly traded companies will require all media releases to be approved by their legal departments for Securities & Exchange Commission (SEC) compliance.

Track Your Ink.

Watch news outlets to determine whether they have picked up your story. Consider hiring a clipping service to collect press insertions. You will want to circulate these to key people within the organization, particularly if you receive positive press!