CONNECTING WITH THE PRESS
Bradley P. Boyer and Cindy Rakowitz
The Recorder
January 25, 2011
A press release is a relatively safe and easy way to deliver your message to the world. If written correctly, press releases can be extremely effective for generating news about your client or product. While it is advisable to use a PR specialist in drafting such a document, it is possible that time or budgetary constraints will not allow it. Thus, if you are faced with the task of drafting a press release, and you want to maximize the chances that it will be picked up by the media, there are a few ground rules you should follow.
For starters, when crafting a press release, do not write in a highly technical manner. Rather, the language should be relatively simple with facts addressing the basic journalistic questions: Who, what, when, where and why. Many professionals, executives and technicians don't realize how jaded, scrutinizing and busy a reporter can be and how "jargon" can kill your story before it even takes off. You need to keep it simple and straightforward.
Additionally, it is important to accept the fact that a good reporter with a highly coveted news operation is in a position of authority and knows what the audience wants a lot more than you do. Therefore, you need to be focused on your audience and your target journalists prior to drafting the release, if you want to maximize your chances of having your press release receive coverage. This is much more effective than merely putting your press release on one of the free wire services and "hoping" that someone pays attention. In doing so, you should familiarize yourself with a reporter's beat or a television show's format before you pitch a story or send a press release. Knowing the reporters or television shows that focus on the field your release addresses will maximize the chances that they will be interested. For example, it does not make any sense to send a release announcing the launch of a new restaurant to a writer at Sports Illustrated.
Be sensitive to deadlines. Unless the news is earth-shattering, no reporter wants to hear from you at 5 p.m., when they are filing their stories before a newspaper goes to print or 20 minutes before their news program goes on the air. The best time to issue releases is 8 a.m., on a weekday. Also, Fridays are generally slow news days and not the best time to issue a release (unless it contains unfavorable information).
Attempt to build relationships with reporters. Newsrooms are barraged with hundreds of press releases daily. Due to limited time (and space), reporters don't use the vast majority of the press releases they receive. But a reporter or producer who knows you is more likely to listen to your pitch or read your press release. A great way to build relationships is to provide relevant information to the reporters with whom you are familiar without expecting immediate recognition or coverage.
For example, if you are an accounting or tax professional and you have useful information for the reporter who covers this business at Forbes Magazine, don't hesitate to write her a note which might provide useful information to a recent story that her magazine published.
In creating a headline, write something that will break through the clutter. A release headline can be the tool that will either catch a reporter's attention or get thrown in the trash. For example, a lawyer who had a recent matter involving a marijuana dispensary in Los Angeles received a lot of press with this headline and subhead: SUIT TO PREVENT MEDICAL MARIJUANA DISPENSARIES FROM GOING UP IN SMOKE. Charges City of Los Angeles Guilty of Illegal War on Legit Pot Businesses.
Make sure to connect your press release to current events. You maximize your chances of having a press release read by reporters and producers if your announcement is relevant to current news trends. For example, launching new accounting software might not be groundbreaking in itself. But when the recession hit in 2007, this headline got attention: IAC-EZ: An Uncannily Simple — and Unbelievably Affordable — Online Accounting Application for Small Businesses. Savvy Entrepreneur Launches Recession-Fighting Bookkeeping Tool.
After you issue a press release, make yourself available. Accessibility to reporters can be key to whether the content in your press release gets used or not. They could contact you for a reason as simple as wanting you to read parts of your press release (so it can be used on TV or radio) or they may want to interview you.
Keep your press releases short. They are intended to allow you to get exposure to your product or position. Therefore, it is most effective if your releases are short and to the point because this will allow a reporter to quickly read through the release and determine if there is any usable information. If it is several pages long, few, if anyone, will want to read it. If possible, keep your release to a maximum of 600 words.
Have a second set of eyes read your release. Reporters and editors don't have the patience for typos, misspelling or poor grammar.
If you have a relevant quote to include in a press release, reporters might use it. This is one of the reasons why it may be best to have a contact person other than you issuing the release with his or her contact information provided at the top, underneath the "FOR IMMEDIATE RELEASE" notification.
It is also best if the voice of the release comes from a company rather than an individual, even if that company is a sole proprietorship. This reinforces the message with authority. It also distances you from the release itself, in the event that the press is not favorable and you want to try to rehabilitate it later.
Public relations is a specialized and complex field and if you have the time and money, you should hire a professional to assist you in your media blitz. However, often this is not practical and thus, if you follow these tips, you will maximize the chances that your press release is published and receives favorable coverage.
Cindy Rakowitz is the CEO of Blackman Rakowitz Public Relations, a full-service public relations firm specializing in press relations, special events, crisis communications and media coaching. Bradley P. Boyer is a partner at Ropers Majeski Kohn & Bentley. Boyer, who is based in Los Angeles, practices in the areas of entertainment and business litigation.