A press release is like a perfectly-formed circle…

December 17, 2008

An effective press release is like a perfectly-formed circle. It flows, and ends where it starts. Seamlessly.

Many of the press releases I have seen during my time in the Newsrooms of British magazines and newspapers in the past have been flowing, consistent, punchy, and flowing from start to finish: more importantly, they carry ONE strand of information, ONE central News item to be conveyed, and ONE main media message. Not several bundled into one!

A regular and significant mistake made by business owners and PRs alike when conducting media relations via press release format is to attempt to cram too much information into the copy. Don’t. Keep it simple. One message only.

The Editor you are liasing with will appreciate it, will be able to understand and decide quickly whether they want to proceed your press release to publication, and ultimately, can make the newsworthy judgement call quickly.

Simple fact of press release survival is this – if you don’t add value to an Editor’s readership, your press release is binned. And none of us want to see a potentially good story being spiked by an Editor because of sloppy PR-ing.

More to follow on effective media relations and productive press releases soon.

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