Pop-Up PR 13: Anatomy Of A Press Release
Many people think the sole purpose of Public Relations is to send out press releases.
The truth is, a press release is just one tool Public Relations professionals use to help companies and nonprofits share their story. We utilize numerous strategies to reach beyond the media to build relationships, create conversations and help shape brands.
To this day, one of the most common questions I'm asked is: ‘How do I write a press release?’
A more appropriate term is news release because the purpose is to share newsworthy information.
Here's the scoop . . . . the who, what, when, where, why and how of a press release:
WHO
A press release is not about you. It's about the readers, viewers and listeners
who make up the audience.
WHAT
A press release is about delivering news that your audience finds valuable.
Despite popular belief, not everything a company or nonprofit does is
newsworthy to their audience.
WHEN
Timing is everything. People want to know what's new and news now. Your
customers, employees, volunteers and donors want information they can use
now.
WHERE
With so many mediums at our fingertips, it is crucial to ensure the message
fits the medium - print, TV, radio, social media. Just as you wouldn't place a print
ad on TV, you need to create different versions of each story for each medium.
WHY
Communicating without a plan is risky business. Before you send a press release,
know why you're sending it and how it fits into your overall Communication
Plan. Is your purpose to:
- educate
- establish credibility
- highlight what you’re doing in the community
- announce a new hire, initiative, product or service
HOW
To increase the possibility of news coverage, you have to know who to send the
press release to and how to write for their medium. Public Relations
professionals maintain a list of media contacts and consume media every day to
stay up to date and look for potential opportunities to connect clients with the
media.
For more insights, ideas and inspirations to help you share your story watch this video at https://www.youtube.com/watch?v=ls6nlpoEMHo.