Press release writing: Make the journalist’s job easier
By Publicity Heaven writer Susan Connolly
The world of professional journalism is a time-sensitive, stressful, desperate rush to meet the next deadline. Many journalists are juggling several stories at one time while also trying to work on a long term project. Often editors and journalists have less than an hour’s notice of an unexpected hiccup that means they suddenly have to fill a page or half a page. When you understand these realities you have a much better idea of what you need to do so that your press release writing is successful.
If a journalist is rushing through the day’s press releases trying to decide what to pick up for a story he will not be reading each press release with a high-level of attention to detail. The press releases with an eye-catching title and a strong hook in the first paragraph are going to be the ones that he will choose. Why? Because he needs to make a quick decision so that he can have more time to actually contact the company and write the story.
If an editor receives a phone call half an hour before the paper goes to press and is informed that a freelancer has dropped the ball and will not be turning in the assigned story, she may turn her attention to the latest press releases. She is always going to choose the press release that makes it easiest to quickly write a compelling story. Why? Because she has no time. She will prioritise the accessible but dull press release over the winning idea that can’t be easily and hastily converted into an article.
So, it’s clear that successful press release writing depends on making the journalist’s job easier. The question then becomes: how is that done?
First of all, make sure that your headline makes it clear what you have to say and why it is interesting. This is your first impression, and if you can’t even make the headline catch someone’s attention, how will the journalist make a whole article engaging?
Secondly, always try to have your first paragraph live up to the promise of your headline. It should leave the journalist in no doubt that this is a story that will be both easy to write and interesting. Consider it as an ‘elevator pitch’ – if you only had a 20 second ride in a lift to convince the journalist to write this story, what would you say?
Thirdly, If your story relies on statistics or other research to make it newsworthy, include that research and your sources in the press release so that the journalist only needs to double check the facts, rather than conducting all the research themselves.
Lastly, include your contact details and make sure that you will be available if they call. In the time-sensitive journalistic environment, a journalist may well decide to cut their losses and start work on another story rather than attempting to contact you again.
By considering the journalist when you write your press release, writing the article becomes easier for them and you are more likely to get your story and name in print.
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