Question

Topic: Advertising/PR

Quick Press Release Style Question

Posted by Tiffany on 5/20/2010 at 9:30 AM ET 125 Points
I've been asked to write a few press releases for my company. My background is in market research, so this is a bit new to me. Everything I read tells me to start the release with a bit of a "hook" to explain why the release would be relevant to the editor/readers. But the EVP here is telling me to take all the "editorializing" out and just announce what our company is doing - in the first paragraph. I'm just wondering if this directness is, in fact, a more common approach - despite what I read in all the "how to write a press release" texts. (BTW, the releases are to be placed in a press kit for an upcoming trade show.) Any feedback would be very welcome. Thanks so much in advance.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 5/20/2010 at 9:49 AM Accepted
    Your hook should be what's most newsworthy and will make an editor take notice.

    Include the Who-What-When-Where-Why-How in the first paragraph with that hook in-play. If you must go to the second paragraph with "Where" and the time, do that.

    Details should follow with the most current elements written about first.

    Keep the release short, simple and catchy. Media outlets prefer to leave embellishments to them, so don't gloss the details.

    Good luck!
  • Posted by Tiffany on 5/20/2010 at 10:23 AM Author
    Thank you, Phil and Gail. I just needed a reality-check. I can read the "how-to's" until the cows come home, but since I don't have experience with how it really works, in real life - I didn't feel that I could argue the point. It just seems to me that without a "hook" or a "frame" to make the announcements relevant, then it just looks like a play for a free advert placement. Thanks again.
  • Posted on 5/20/2010 at 5:59 PM Accepted
    Your assessment is right-on. Perhaps the solution is to come up with two different documents -- a fact sheet and a more traditional press release (i.e., with the hook). That will make your boss happy and provide the newsworthiness and readability editors want.
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