Has social media killed the news release?

By Mary Hemlepp   ·   Columnist: Public Relations   ·   Back to Resources

As newspaper readership shrinks, there’s a discussion swirling around public relations circles about the impending death of the news release. Because social media has become such a phenomenon, many would like to think they need only to communicate in 140 character tweets or text messages. Twitter, Facebook and other social networks are important means of getting messages out, as I wrote in my last column. But brief statements can’t take the place of the tried and true news release. To paraphrase Mark Twain, the death of the news release is an exaggeration.

The news release is a staple for getting detailed information to journalists, which some would say in today’s media world includes bloggers. It’s easy to see why some people would like to think the news release is dead. Crafting and distributing a good news release takes time, knowledge of grammar and style plus a good understanding of the media. They don’t call the stories that result from a good news release “earned media” for nothing.  

Here are a few tips for writing a strong news release.

1. Write for readers, not for your company. Possibly the number one mistake people make in news release writing is focusing on the company’s needs, instead of what the reader really wants to know. Think about the benefits to the user of your product or service. Also, keep in mind that you know far more about the subject so you must put yourself in the shoes of your audience. Which brings up another important point: Get rid of insider jargon and acronyms. The temptation to impress other people in your field should be tempered. It won’t help you sell products. One former TV news director offers this advice: Think about it as if you’re explaining it to your favorite aunt.
2. Start with a good headline. The headline needs to be an attention grabber. Reporters are swamped with releases, so to stand out among the crowd, there must be something compelling in the headline. Use active voice in the headline and throughout the release.
3. Bone up on your grammar. Journalists are sticklers for good grammar. They have to be precise and so do you. Good grammar should be part of daily conversation, but it’s even more important in business writing, especially in a news release. Don’t make goofy subject verb agreement errors or mistakes like using under when you should say less than or while when the correct word is although. Some other tricky words to watch: who/whom, among/between, ensure/insure, lend/loan, because/since, and farther/further.
4. Don’t be too wordy. Most of us use too many words to make a point, so edit carefully and cut out fillers and adjectives that aren’t needed. Using too many adjectives can hurt the credibility of the release and come across as fluff. The release shouldn’t be boring, but it shouldn’t be flowery. Also, never use an exclamation point in a news release. Nothing is more amateurish.
5. Buy an Associated Press Stylebook. For about $20 you can learn to write in the style most news organizations prefer. The AP stylebook began in the 1970’s with a goal of developing clear, simple rules, permitting few exceptions to those rules and being the journalists’ Bible when conflicts on style arose. For example, the stylebook explains what words should be upper case versus lower case, which words are hyphenated and when, how to use titles of books, movies and military officers and state abbreviations. Did you know AP style abbreviations are not postal abbreviations?
6. Make it easy for journalists to cover your story. At the end of a news release, it’s a good idea to let reporters and editors know what visuals you can provide, who is available for interviews and when, where to park the satellite truck and other information that can make their job easier. The end of the release generally is marked with a ### symbol to let reporters know the release has ended. The next line down should be for editors’ notes.
7. When distributing a news release, don’t use a shotgun approach. The best method is to target only those reporters that write about your topic or industry. Research what’s been written and who wrote it. Contact those reporters, mention you’ve read their articles and say why you think they will be interested in your idea.
8. Keep the phone or email pitch brief. Reporters are busy so get to the point quickly. Think about what you want them to know before you call so that you don’t ramble and waste time. There are two ways to approach the reporter. Call to assess interest and then send the release, or send the release and make a follow up call. If reporters aren’t interested in your idea, have a back up idea or ask what topics might interest them. This is the first step in building a relationship and positioning yourself as an expert. Last, embed the release in your email rather than attaching it. Reporters don’t like to open attachments because of potential viruses.

To view a standard news release format, visit www.wiserhemlepp.com and click on Resources.

Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.

June 2009