Does My Organization Really Need Media Releases?

Let’s face it, small business owners and non-profit organization managers wear far too many hats and something has always got to give.  All too often, because these hard-working people aren’t comfortable writing for public consumption and/or they don’t understand what they’re giving up by ignoring media releases, this activity gets overlooked.

An organization will always be well-served to hire a professional public relations firm to assist with media releases and an overall pr plan.  However, small organizations and businesses do not always have a business plan that warrants a line item in the budget for these services.  Unfortunately, when this is the case, what frequently results is no public relations plan, which also affects the marketing plan.

Media Releases (aka press releases) are an important part of the marketing plan of any organization.  Not only do they drastically increase the likelihood that your story is going to be told, they sometimes give you some control over how, where and when it is told.  Notice the italics in that last sentence; the smaller and/or more local the media outlet receiving your release, the more likely this tends to be true.  As a bonus, those of you marketing web sites get an extra punch you can’t get any other way when you submit media releases online. AND not only are media stories more trusted than advertisements, they don’t cost you ad fees.

I Don’t Know How To Write A Media Release (and I’m not sure I want to learn)

Of course, we’re more than happy to help you write your releases, or to write them for you.  We can also connect you to some outstanding public relations (pr) people who can help you with a comprehensive pr program which dovetails your marketing plan.

For you do-it-yourself-ers, keep in mind that, while it isn’t rocket science, but writing a release does follow conventions.  Journalists are accustomed to a standardized news release format and you’re wise to follow it if you want your story published.

These tips will help you write a release that is more likely to be read–and picked up–by the news media.

• Answer the questions: who, what, where, when, and how.
• Ensure that your writing is clear, concise, and without jargon.
• Organize information from most important at the beginning through progressively less important information (the media may only use the first paragraph or two and they don’t have time to wade through several paragraphs to get to the meat of the story!)
• Write about yourself in the third person, using “he/she” rather than “I”.
• News releases are meant to be informational, not flowery or written like advertisements. Stick to the facts.
• Use quotes and reactions.
• Be sure you think about the reader of the media to whom you send the release and write for that audience.
• Research the media before you send out your release. See what kind of stories they air or publish.
• Double-space (at least 1.5 space) your press release.
• Complete the paragraph on one page rather than carrying it over onto the next.
• Use only one side of each sheet of paper.
• Two pages is maximum; one page is better. Type ‘more’ at the bottom of the page if your release is longer than one sheet.
• Do not use abbreviations or acronyms when you first refer to someone or something. Instead, spell out the full name – Home Owner Cooperative – and then put the acronym or abbreviation after it in brackets. For example, Home Owner Cooperative (HOC). The next time you refer to it you can say HOC.
• When you use someone’s name say: “Ms Keleigh Schwartz” the first time and then “Ms Schwartz” or simply “Schwartz” in further references.
• Use the names of both the city and the state the first time you refer to a location.
• When you mention a day use the date and year.
• Proofread the release not once, but several times. Reading the release out loud and/or holding the sheet upside down while reading will often help you find the mistakes you’ve missed; having others review your release is even better.
• The standard press release is 300 to 800 words.
• A GREAT resource: http://www.prwebdirect.com/pressreleasetips.php

Next: A Step-By-Step Guide to Crafting Your Media Release