By Erica Wenham, Wednesday 17 October 2012.
Public
Relations Practice & Skillset (Week 4)
Why are 97% of news
releases binned and unread?
The 5 C’s of Writing Press Releases:
1. Clear (Logical, Accessible, The “Mum”
test)
2. Concise (Shortest path - Fewest words.
Abbreviatio not Amplificatio)
3. Correct (Spelling, Grammar, Syntax –
Default Style Sheet)
4. Complete (Rounded and appropriate to
readers’ needs)
5. Compelling
A classic news release should also follow the SOLAADS
concept:
·
Subject
·
Organisation
·
Location
·
Advantages
·
Applications
·
Details
·
Source
The opening paragraph of a press release is vital to its
overall success. It should summarise the overall subject in just a few words
and outline what the story tells. If it is only part printed in a publication,
it will allow readers to understand the entire tale. An effective opening
paragraph will also persuade viewers to read further and find out more.
To ensure press releases are a compelling piece of writing,
writers should be selective to;
·
Maximise Exposure
·
Grab Attention
·
Shape Perception
·
Achieve Retention
A compelling release can follow a range of strategies to
ensure this is achieved (these are outlined below);
Although the content of a news release is essential to get
right, organisations should also take its format into great consideration. For
example, if spelling and grammar is incorrect or has been poorly taken notice
of, this will show in the final document and give the organisation a negative
brand image in the media.
In news writing, it is commonly known that no more than 2-3
sentences should be used per paragraph. This can cause readers to get bored and
not read further. Instead, single 10-15 word sentences should be used to
highlight major points businesses want to inform their audience about. As a
result, this allows more emphasis and encourages potential customers to read
on. Impact has priority. Although a
longer sentence may be correct grammatically and, even, elegant stylistically:
most readers, however, will find it difficult to absorb, particularly once
transferred to a column format in a publication. For maximum readability and
impact, these “rules” are fundamental to be followed when writing an effective
press release.
Additionally, most successful releases follow a specific
framework as follows;
·
Paper: Plain white bond, no borders
·
Margins: Wide (typically 30mm)
·
Host: Clear logo/address block – usually left
·
Date: usually blocked left
·
Spacing: at least one and a half
·
Continuation: Link with “more”
·
Header: Running or “slug” format on continuation
·
Close: Define “ENDS” or “-ends”
·
Additional: Format “Note to Editors”
With any PR material, the planning process is just as
important and creating the final product. In relation to creating a successful
press release for the media, the following plan should be adhered to;
Step 1 – Research
1. The
Agreed Brief:
Including Positioning and Key Messages
Targeting and News Value are critical
2. Technical
Briefing/Demo
3. ALL
available written materials e.g.
Product Specification
Collateral
Market Research etc.
4. ANY
Marketing Strategy/Plan
5. ANY
Internal, Electronic and General Web Resources for competitive information
6. Suitable
Images
If none are available, take a second look at
budget/commission
Step 2 – Fill The
Company “Gaps”
1. Client
Company Name
e.g. Apricot Telecommunications PLC (not
just “Apricot”)
2. Research
and Development (R&D) Location
3. Manufacturing
Site (if different)
4. UK
Site (if different)
5. Key
Client Contact (for quotation) (including title)
e.g. John Smith, Director of Research &
Development
6. Key
Client Contact for Marketing/Management (for quotation) (including title)
e.g. Fred Brown, Vice-President of Brand
Marketing
7. Key
Client Contact (for working purposes)
Step 3 – Fill The
Product “Gaps”
1. Product
Brand Name
2. Version
(if relevant)
3. Launch
Date
4. FCS
(first customer shipment) date (if different)
5. Pricing
Details
Not necessarily precise but scope e.g.
“Depending on configuration, prices start from $25,000”
6. Channel
Availability
i.e. Will it be direct, through channel? If
so, what type etc.
7. Investment
in Project
Not necessarily precise but scope e.g. “in
excess of $5 million”
8. Next
Steps
If further development planned
9. If
relevant how does this version relate to earlier versions?
When was the product first launched in its
first version?
What is its track record?
What big name customers have deployed
earlier versions?
What sales have been achieved?
Step 4 – Identify/Rank
Features/Benefits
1. Features
which are entirely new in both product and market in performance and quality
2. New
to product but not to market (i.e. a competitor has them)
3. Other
features which need to be mentioned (if only briefly)
AND
4. Collectively
how do these features position versus the competition?
·
What are the top two/three benefits for an
individual user of this product? What does/will he/she experience that is new
and that delivers a defined benefit in their work?
·
What are top two/three benefits for the business
user?
·
Are there any spin-off benefits for any other
group (e.g. environmental applications)?
To find out more information (an extensive analysis) of how
grammar, conjunctions and key editing tools should be used when writing an
effective press release, please visit:
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