Perfecting the News Release: Writing Tips to Get It Read

By Christer E. Osterling, Director of Communications

When the communications staff at AR sits down to write a news release, they know that a good news release is as important as the news itself. Here are some tips from our Communications staff.

While a news release in itself is not a sales tool, the information within the release must be enough to sell the information to the editor. You do not get a second chance to remedy a negative impression left by a poor news release.

Before writing the release, the first question to ask is if the news is “newsworthy.” Many organizations believe that sending out a news release guarantees coverage, but news to one organization can mean nothing to the media. The release’s unique selling point must catch the editor’s eye. What sets this release apart from the other 200 that came in today?

Inverted Triangle

To write for a journalist, you must write like a journalist. In most writing styles, the writer develops the plot and leads the reader to a conclusion. The journalistic-style of writing is the antithesis of this writing style, giving the ending first and working backward. The inverted triangle starts with the most important information first. As paragraphs are added, the information becomes less important. If a release has been written properly, you can tear off the bottom half and still all the information you need.

Headline

Writing a powerful headline is a key component in getting attention for your news release. For those who have hired staff members and received dozens, if not hundreds of résumés, 99% of them were sent to the circular file after reading two lines. Intrigue the editor with a powerful teaser, which will encourage them to read more. A good headline will pique their interest and a well-written lead will get your release read.

Lead

An effective first paragraph will be what captures your audience for audience for good. The lead must tell the entire story within five seconds. Creating a succinct sentence with all five elements is easier than it sounds. Focus on the five W’s: Who, What, Where, When and Why. Being cute or writing a cryptic lead will surely get your release “filed”.

Body

Using the inverted triangle method, add additional paragraphs that provide further details to back up your lead. A sure fire way to capture your reader is to tie your information to current events.

Boiler plate

Always end your release with a short paragraph about your organization, including products, services and a brief history. A properly written news release will surely impress readers and can build instant credibility with a media outlet, opening the doors to the acceptance of future releases.

 

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