7 Tips: How to Write a Strong Press Release

 

7 Tips: How to Write a Strong Press Release

Press releases are essential in any public relations strategy.  They detail product launches, special events and other newsworthy activities that a company produces. Because media outlets are flooded with daily stories and pitches, it is imperative that you make yours stand out from the rest. Here are seven tips to make your press release stand out, look professional, and attract reporters to your story.

  1. Grab their attention with a strong e-mail subject.

A strong subject in an email will peek the reporters’ interest, and lead them to read your release. Keep a subject 5-7 words highlighting the most important takeaway from the release.

 

  1. Get right to the point.

Assume the reader will not read more than the first paragraph. Get the message out quickly. Every point should be addressed in the headline and first paragraph with supportive information in the subsequent paragraphs.

 

  1. Always use quotes when possible.

Including quotes from your client makes them an authority in their profession. It is important to have your information validated by a trusted source.  Quotes can also clarify any information that you have in the press release while attributing it to your client.

 

  1. Check your grammar, then check it again!

Always proofread your press releases; any grammatical errors can turn a reporter off. It is unprofessional and sloppy for anyone who works in PR to have spelling or grammatical errors in their press releases. Remember, the only thing that we produce as a profession is words on paper: they should, therefore, inform and impress.

 

  1. One Page is best.

As with most good writing, shorter is usually better. You should limit yourself to one page. This will force you to condense your most significant information into a more readable document, which is something that journalists always appreciate.

 

  1. Provide access to more information.

Just because your press release is limited to one page doesn’t mean that you have to leave out information. Provide relevant links to your client’s website where prospective writers can learn more about their mission and what they’ve accomplished. Don’t make writers search on their own for more information; it is important to guide them as quickly as possible to your website, and to keep their interest in your message.

 

  1. Always provide your contact information.

A common oversight that can render a press release ineffectual is a lack of contact information for reporters. Whether you or someone else at the company is the point of contact, don’t forget to include an email address and phone number on the release. Media people are not shy; if they have a question they will contact you.

Where Do PR Big Ideas Come From?

 

Always be prepared for a Big Idea

So, you are challenged with coming up with the proverbial Big Idea for a new public relations campaign.  Where to start? How to begin? Well, I for one have always fallen upon a Big Idea in the most remarkably unremarkable places.  Sometimes I find that if I leave the tumult of the office behind and literally remove myself from the everyday commotion that is forever going on in a busy office that creativity soon follows.

 

Here are some of the most unremarkably creative venues in which I have come up with the Big Idea:

  1. The bathroom break. I have gotten so good at coming up with either the lead sentence for a feature article, a tag line to a brand launch or the Big Idea itself that for years I have never gone to the bathroom whether in the office or at home without a pen placed firmly behind my ear.  Then, with relative ease, the roll of toilet paper becomes my writing surface.
  2. The shower. I guess that it’s the sense-numbing sound of the water mixed with the penetrating heat that causes my mind to melt to mush and allows freethinking to emerge.  Now, if someone would only invent a doodle board and pen that writes in the shower, that person would surely become the next tech millionaire.
  3. The dog. I am fortunate to have a large black Labrador retriever who not only serves as my muse, but allows me to walk aimlessly around Manhattan, pen and note paper in tow, creativity flowing.  And if I dare leave the house without pen and paper there is always my cellphone where I either jot down or send myself an audio message chocked full of Big Ideas.
  4. The river.  I live two blocks from the Hudson River and afford myself to glorious opportunity to walk its banks on an almost daily basis. During good weather, its banks are filled with bike riders, skaters and joy-seekers. But during the colder months of fall and winter I often feel as though the river and its hidden pathways belong to me alone.  Looking out at the sturdy little tugboats pushing the larger unwieldy barges through the currents gives me peace of mind…and a peaceful mind often spawns creativity and great Big Ideas.  Again, make sure to record your gems either my hand or via cell because trust me, you’ll never remember them once you return to office or home.

 

Life is a journey…and Big Ideas often lie in its path.  Take the time to smell the roses, pet your pooch, take a shower or just meditate (with pen and paper handy).  You’ll be surprised at how easy it is to close one door of your mind and open the other to a creative moment.

5 PR Secrets I Learned From my Dog

 

5 PR Secrets I Learned From my Dog

Two years ago I rescued an eight year old black lab named Leo—and as the adage says, he rescued me right back.  He was a 65 pound anxious wrecking ball who, when briefly left alone, ate my desk chair and raided my walk-in closet bringing out and destroying all my stored paper products and laying waste a bag of potting soil and a toilet plunger. After the first few weeks, we were able to sort things out and develop a truce whereby I would help him get his mojo back and he would show me the wonders that are a dog.  Through him, I’ve learned the merits of unconditional love. I’ve also picked up a few important life lessons that can easily be applied to the workplace.  Here are five that apply to working better:

Be loyal. Boy, when it comes to loyalty, Leo certainly scores high marks. But historically, there have been quite a storied dogs including Japan’s Hachiko, an Akita who is remembered for his remarkable loyalty to his owner which continued for many years after his owner’s death and Greyfriars Bobby, a Skye Terrier who supposedly spent 14 years guarding the grave of his owner.

In business, loyalty is a huge asset.  I have had both staffers and clients who have remained loyal to my company for many years, and as part of the equation, I find myself rewarding their loyalty.  For the staffer the rewards manifests itself in promotions and pay raises; for the client, in extraordinary personal time and results.

Trust your instincts. On a very basic level, Leo has instinct that run like clockwork.  If I am not out of bed by my usual 7AM, he gently jumps up and nuzzles me at exactly 7:30 to get out of bed. He also reminds daily that it is time for his 4PM walk and Heavens forbid I am late for dinner, there is the nuzzle under my arm as I sit by my desk.

Just like Leo, trust your business instinct.  You’ll know if the client is asking too much, if the editor is really on a deadline, and if your colleague is drowning and needs some extra encouragement.

 Perseverance. Leo likes nothing more than the nearly empty jar of Skippy peanut butter as a treat. He holds it between his paws and uses him long snake-like tongue to patiently lick every remaining drop. The process takes him several minutes but by the time he finally relinquishes the jar, it is clean enough to be plunked into the recycle bin.

Perseverance is a quality that all good public relations people must acquire.  As with any PR agency, you have to have the ability to go after that new business lead, follow-up with that elusive journalists, pursue that client for input, or mentor that less experienced colleague.

Be enthusiastic. Leo’s enthusiasm sometime just makes me laugh. He’ll run for the ball with such gusto as to run right passed it. And when eating, he gulps each meal as if it were his last. Not to mention when I return from a brief outing without him, his jumps for joy make me love him even more.

Now I am not asking you to love your client, but I’ll tell you that a client will surely love you if you show enthusiasm for her company, product, ad campaign, and even her children’s photos that are lined up on the desk.   For a client’s birthday I once sent a humongous helium balloon with a small bucket dangling beneath filled with champagne and chocolate kisses. Everyone in the company wanted to who his PR agency was.

Go outside and play. Even though Leo spends most of his time curled under my desk on his comfy dog bed, at the end of our day we are both ready to go out and play.

I tell my colleagues that working in public relations is not like operating in a hospital. No one dies as a result of our profession. Therefore, take a minute or two, unplug from your computer and your cellphone and go out and play.  Have fun!

14 Things to Keep in Your Desk at a PR Agency

 

14 Things to Keep in Your Desk at a PR Agency

So there I was, on my way to my public relations agency when suddenly the heavens opened up to a torrential rainstorm the likes of which is seldom seen in the Big Apple. And of course, your intrepid public relations executive was without her trusty umbrella.  Caught defenseless, there was little I could do but walk those four gigantic city blocks from the Seventh Avenue subway to my Park Avenue office.  And, to make matters worse, I not only wasn’t wearing a raincoat, but had donned a cotton dress that as I walked, absorbed more and more of the downpour, until I was literally soaked to my skin.

When I got to the office the first thought I had was to get out of my clothes and to somehow get the supersaturated garment dried.  Luckily for me, I kept exercise clothes in the office for my after work class which offered a quick solution to dying from pneumonia. I called the local dry cleaner located around the corner and asked if they could indeed “dry” my wet garment. When they said “no”, I was confused. Doesn’t a dry cleaner provide drying service? Well, obviously not.

So now, to add insult to injury, the phone rang and an important client wanted to drop by for an impromptu meeting. Oh my goodness, I couldn’t greet him in my exercise outfit.  At first, my assistant actually offered me the shirt off her back.  But, the day was saved by an intrepid intern who, in planning for a weekend getaway, had brought along her hair dryer.  Hanging my dress on the back of my door, within minutes it was dry enough for me to put it on and greet the client, not a minute too soon.

Well, I learned a lot from that incident, not the least being the importance of preparing an office emergency kit.  This is what I keep in my kit (obviously it’s skewed to a women’s emergency needs—and in no way meets the needs of a true disaster or emergency):

  1. Hair dryer—for the obvious hair and dry cleaning needs
  2. Sewing kit—whoops, catch that unraveling pants or dress hem
  3. Grooming items—toothbrush and paste, nail file and polish, brush, lotion, hairbrush, hair ties
  4. Vanity mirror
  5. Medicines—prescription and over-the-counter
  6. Energy bars—for that 3PM energy pick-me-up
  7. Safety pins
  8. Mini lint roller
  9. Tampons
  10. Breath mints
  11. Pain relievers
  12. A blazer—for that spur-of-the-moment meeting
  13. Black heels
  14. Sweater or pashmina—for when the air conditioning wars ensue