Despite not being the magic bullet to securing media
coverage some executives (and PR Pros) believe it to be, the news release is still
a time tested and valuable tool of the public relations trade. I’ve been in the
PR profession for about 15 years now and I’ve probably written and/or edited more
news releases than I care to remember. With the exception of the Investor Relations
release, I’m intimately familiar with all manner of news release types
imaginable, so no one is ever going to throw me for a loop in asking me to
draft a specific kind of release.
Over the years, I’ve come to know the good, the bad and ugly
of news releases. Unfortunately, for those in my profession, it’s usually the
bad and the ugly that we get called out for by our brothers across the aisle
wearing the journalism hats. And if we are to continue utilizing the news
release as a tool, we are going to have to stop writing ineffectual crap and
sending it to the media in hopes of acquiring coverage.
Call me the News
Release Whisperer.
To assist in this effort, I offer the following 10
suggested reasons that your news release might be coming up limp and not
getting the results your company or client desires:
10. Drafting a
release for the wrong reason. Many news releases start out D.O.A. because
they are drafted for all the wrong reasons at conception. When someone first
suggests drafting a release it is always best to ask the naïve question, “What
are we trying to accomplish by drafting this and who is its intended audience?”
You’d be surprised to learn that sometimes the media (the original reason press
releases were first created) are the last audience the release was intended for
and sometimes they don’t make the list at all.
9. Misguided attempts
to create content. Sadly, sometimes news releases are drafted simply as a
source of content for an organization’s website or social media outreach.
Granted a good news release drafted for legitimate reasons also will achieve
this goal, but for whatever reason, some opt to forgo the legitimate aspect of
it and go straight to the dessert. The hunt for SEO and fresh content has given
rise to the unnecessary news release. Yes content is still king (and if not
king a very buck wild prince on a weekend bender in Vegas) but a news release
shouldn’t be used as some stand in for an informational enticement. If you want
to create new content that doesn’t particularly lend itself to announcing news,
try instead writing a new blog post, a case study or an issue brief.
8. Your news release
only makes sense to you and those closes to your company (staff, industry
peers or Board of Directors). Having worked at a PR agency I’ve seen this occur
on numerous occasions. When we would draft a release, on a client’s behalf, in
understandable language for the media using the universal AP style of writing
and submit it to them for review/approval, the client would return the draft
chocked full of their industry’s jargon, terminology and rewritten in the style
of their industry (think legalese or real estate). This happens a lot when the
release really wasn’t meant for the media to begin with (see #10). As an
organization you must remember that not every reporter knows your industry or
what you mean when you say {insert indecipherable industry lingo here}. It’s
always best to follow the K.I.S.S. rule and write for the media receiving the
release.
7. One size does not
fit all. The same news release that you write for specialized and/or trade
media outlets may not work for the general market/consumer media. If the
ultimate goal of your news release to generate a B2B outcome, it might be best
to just focus your efforts on outlets that are more suited to achieve this
result. But I already know what your boss probably told you, “We want to
maximize our exposure. Besides, business people read {insert name of highly
coveted publication} too.” While trade media outlets don’t always have the
readership of general market media nor are nearly as sexy, they often attract
the right people. And let’s not forget that the trade and general market media
don’t necessarily speak to the same people, and definitely don’t speak to their
audiences in the same way. The focus of your news release shouldn’t only be
targeted to a reporter’s interest and beat, but also their audiences.
6. Too damn long.
I’m almost certain there is a special place in hell for people who draft four
to six pages long news releases that have nothing to do with investor
relations. I remember the very first time I saw a news release that boldly
encroached upon the four pages mark. I cringed reading it as the information
seemed to go on and on and on. I couldn’t wait for it to end. If that was the
feeling I had as a PR pro, I shuttered to think of how a reporter receiving
that thesis paper of a news release would feel. If your news release is more
than 1 ½ to 2 pages, you are officially doing too much. News can often get lost
in a sea of words and concepts. And if the reason for the lengthy release is
directly related to the inclusion of a slew of c-suite approved boilerplates,
consider just supplying a hyperlink back to the org website pages that contain
that same information. (I have a specific boilerplate rant, but I’ll save that
for a future blog post).
5. You’re giving away
the milk for free. In follow up to the previous cause of impotency (see #6)
sometimes a release is too damn long because a company wanted to throw
everything in it, including the kitchen sink. I understand that you want to
give the reporter as much information as possible to aid them in the coverage
of your news, but there are other ways of doing that (think social media
release). I’ve never viewed a news release as a do it all solution, but rather
as an enticement to want to find out more. I prefer that the interested
reporter follow up with me to learn more or ask to speak to one our subject
matter experts or executives. A great pitch or news release will always leave
them wanting more. And if they like it, then they should put a ring on it (and
in our profession that ring comes in the shape of well rounded, positive
story).
4. Lack of creativity.
Somewhere in the history of the press release, probably shortly following its
genesis, I believe a meeting was held by a secret order of c-suite executives
that made a pact that from hence forth, all news releases should be written in
the same manner for all eternity: The header shall begin with the name of our
company followed by a commanding verb; the opening sentence of the lead must
begin with the name our company followed by an authoritative verb; the opening
sentence must contain a differentiating positioning statement and/or some
elements of our boilerplate; and we must include an executive quote that
repeats what was said in the lead paragraph (but only in a more executive
tone). Yeah, I know how many of these things actually came into being, but the
circumstances driving their necessity have long since passed. We are now in a
new age that requires new tactics. Reporters receive goo gobs of news releases
on the daily, so you have to do something to make yours stand out and scream
report me! Don’t be afraid to embrace creativity when it comes to drafting your
news release.
3. Death by benign
quote. Ever seen a news release with an inconsequential executive quote, or
worse a plethora of inconsequential quotes from a variety of different people
at the company? I have. And I’ve also seen the multiple quote approach used
where everyone quoted was offering competing variations of the same nothing
burger statement. When was the last time that you saw a quote included in the
news release actually included in a story being covered by a noteworthy media
outlet? I’ll wait. The reason, you’ve probably not encountered this unicorn
sighting is because most executive quotes are really bad and don’t offer any
new information. Also, good reporters want to conduct their own interviews and
get their own quotes. But just think of how much you’d increase the odds of
having the quote used if it contained some actual valuable information (not
found elsewhere in the release) or was actually interesting.
2. I hear voices
(but none of them are consistent). More does not automatically equate to
better. Sometimes there is a painful downside to group think and crowdsourcing,
and that usually occurs when a bunch of different people at one company
(sometimes external consultants chip in on this too) all contribute to the
writing of a single news release. Want to take your company news announcement
from concise to gumbo, just ask everybody to contribute to it. When different
departments evaluate a news release’s intent, it is often done so through the
lens of their departmental needs and not of the overall organization and brand.
My counsel would be the less cooks in the kitchen, the better. Trust your org
communicators, the guardians of your voice and brand.
1. No News is bad news. The one constant
that every effective news release shares is that it contains actual news. Without
the news part, what you have is giant waste of a reporter’s time. Now here is
where things get really tricky, because every company actually believes that
the thing they want to talk about is news or at minimum noteworthy of mention.
However, in reality most of these instances don’t pass the news smell test.
This is when sound PR counsel becomes paramount. Before you begin crafting that
“news” release, you need to ask yourself some simple questions, such as: Will
anyone outside of our office find this interesting? Does this provide a
solution to an existing problem or make life easier for others? Has anyone else
ever done this before? Has this been recently covered by the media? And lastly,
can you provide a real life example showing how this works? There may be other
questions that help you determine whether or not you have news to share, but
these five ought to do the trick. In my experience, more times than not, the
thing a company wants to pitch is not actually news and may be better suited for
an ad. Always be honest in your assessment of what’s news and you’ll have
better results.
So in the future, if you want your news release to be a little more potent and stand out with the media, think of adding some natural news enhancement. You're are bound to see some improvement in your...(cough)..."coverage."
Okay pr pros and journos, did I leave anything out to improve the company news release?