Marty Karlon: The Blog (NASDAQ: MKB) is pleased to announce an innovative, full-featured post that contains cutting-edge common sense in a simple, easy-to-use interface.
“We are pleased to share this post with our valued audience. We feel it provides the out-of-the-box thinking and industry-leading best practices that people have come to expect from …”
(Cue fingernails on chalkboard).
If you’re still reading – and I pray you are – you’ll know that the first two paragraphs were an unsuccessful attempt at parodying a press release. I say unsuccessful because it would only work as a parody if it wasn’t so darn close to the real thing.
As an editor, I was on the receiving end of some comically bad press releases. I probably should have saved some for laughs, but, honestly, there were so many that it wasn’t worth the effort.
Although I firmly believe inbound marketing is where organizations should focus their energies these days, a well-crafted press release can still be worth the effort. With perpetually shrinking staffs, editors are often just looking for something (anything) to fill a hole. While the merits of this approach to journalism are debatable, it’s become a fact of life in many newsrooms. An entertaining, informative release can catch the eye of a harried editor looking to assign a quick turnaround story. And even if it doesn’t, a well-written press release that reads like a news story is more likely than ever to be run by smaller papers that no longer have the resources to do everything themselves.
Here are the seven elements of a well-crafted press release:
1. State your business: In the first two paragraphs of my attempted parody, the subject of the post is never mentioned. You have to read further down to get to the point. And guess what? Ninety percent of readers won’t ever get there.
2. The “So What?” factor: Why is this news? What does it mean for your customers, or the public in general? If your announcement doesn’t matter to anyone but you, it isn’t newsworthy.
3. Be clever: Pretend, just for a second, that everyone isn’t anxiously checking their inbox, waiting for your next press release. Pretend that you have to actually make it interesting. Ask yourself this question: “If I didn’t have to write this, would I actually read it?” If the honest answer is no, then spend some time looking for an angle that would make you – and others – want to keep reading.
4. Close the thesaurus: Everything isn’t “innovative” and “game-changing,” but that doesn’t mean it isn’t useful. Be conversational and don’t let hyperbole get the best of you.
5. Skip the useless quotes: Don’t plug in a series of repetitive, redundant quotes from the CEO, COO, SVP for Global Strategy, etc. If you quote someone, make sure they say something that adds to the narrative, or something memorable that might get used in a “real” news story. (Since most of these quotes are ghostwritten anyway, save some time and don’t even bother making them up.)
6. Provide useful contact info: As an editor, I occasionally received press releases interesting or meaningful enough for me to want learn more. On more than one occasion, however, the contact person knew little or nothing about the actual content of the release. If you’ve done a good job convincing a news organization to pursue your release, don’t mess things up by making them jump through hoops to speak to the person they need to reach.
7. Write a good headline: Don’t oversell, but make it clever (see No. 3).
There’s one more thing, although it’s so insultingly obvious I didn’t include it in the list: Don’t lie.
Several years ago, one of the two local hospitals my newspaper covered sent out a press release saying they were the first one in the state to have a new type of medical device. My paper dutifully assigned a story, and the morning it ran, the other hospital called to say they’d been using a device that did the same thing for the past year. When we followed up with the first hospital, they said their machine was from a different manufacturer, so they actually did have the “first” device of “this kind” in the state. That answer was, to be polite, total crap, and it made everyone skeptical of their PR department for years.
The lesson: Make sure you don’t bend the truth, leave out pertinent facts or oversell your news. If you do, and you’re caught, you may never fully recover the trust you lose.
If you follow these steps and your release gets published or becomes the basis of a news story, let me know. Just don’t tell me you are “pleased to announce” the news.