You’ve probably heard the phrase, "It’s all about
packaging."In retail, this refers
to differentiating brand through color, size, shape and labeling.In communications, you also need to
"package" your message.You
must craft a message that reaches the right audience, grabs their attention and
generates the desired response.
Packaging is particularly vital in
writing a press release.A release is
no different than any other marketing vehicle.You must draw attention and make a compelling proposition without coming
across as overtly salesy.
Whether you are launching a new
product or conferred a generous donation, you want a specific audience to
know.Unfortunately, newsrooms are
flooded with releases like yours.In
such a competitive environment, what will make your release stand out?
Any press release can answer the
basics: who, what, where, when and how.However, journalists are looking for the why.In particular, why
is a development newsworthy? They want to know how it impacts their
readers.They want content that touches
them personally, can be easily understood and offers angles that can be
sharpened or inflated into a larger story.
That’s where packaging comes into
play.To author releases that get
results, you need to think like a journalist.What hook – or angles – will you use to stir their imagination?What makes your release relevant, riveting
and immediate?Why would your story
appeal to the audience you are targeting?Does your release answer most questions a journalist would pose?
Here are some strategies to
increase the likelihood that your release will be picked up or incorporated
into a larger story:
Set An Objective:Before you start writing your release, step back and ask
yourself these questions:
Who
do I want to read this?
What
media outlets does my target audience frequent?
What
is my objective with this release?Am I creating familiarity, establishing position, building brand or
making a call to action?How does
the release reinforce corporate strategy?
What
three points should my audience take away from reading this story?
If you are targeting disparate
audiences – and want to convey different messages to
them – consider customizing your releases.Issue different releases to different
outlets to strike the right chords among disparate audiences.For example, technical jargon may appeal to
trade outlets, but it will turn off local or broad-based national outlets.
See the Big Picture: Think about your
product or service concept.How is it
revolutionizing your industry?How is
it re-shaping how leading brands do business?Most important, how does it tap into broader business or cultural
trends?
For example, pretend you operate a business where employees
work from home.In this context, you
could tie work-from-home employees to these social shifts:
Labor and Skill Shortages: Need
for employers to recruit candidates from larger talent and geographic
pools.
Work and Family Balance: Desire of
employees for greater workplace flexibility to accommodate family and
community responsibilities.
Homeshoring: Use of remote
employees to counteract outsourcing jobs offshore (and mitigating customer
complaints about language barriers and lower cultural affinity).
Environmental Responsibility:
Deployment of remote employees produces less traffic and requires fewer
costly resources (gasoline, office space, electricity, heating and air
conditioning), resulting in a slower depletion of natural resources and
fewer harmful chemicals in the air.
Diversity:Creation of opportunities for working mothers, retirees,
physically disabled and rural residents, who have traditionally faced
barriers in entering the workplace.
In short, you need to make your story relevant and
real.Use real life examples of people
benefiting from your solutions.Show
your audience how you are pertinent to their day-to-day lives – and what you are
doing to make the world better.
Sell Your Company:A journalist rarely possesses first-hand knowledge of your
organization’s scope and scale.As a
result, you need to set yourself apart.If warranted, outline how large you are in terms of employees, capital,
global presence and industry influence.Elaborate on what makes your organization unique in terms of proprietary
technology, processes or services.Allude to how you are different from competitors – and what you do that
isn’t being done.
Additionally, back up your contentions; don’t assume a
reporter will immediately grasp the significance of your accomplishments.Cite a benefit, elaborate and offer
proof.Bottom line: address how are
your organization is a driving force in your community, industry and society at
large.
Drop Names: Using a phrase like
"serves Fortune 1000 clients" is one thing.Listing names like Coca-Cola or General Electric is another.Citing your business partners in a release –
if you have their permission – gives you added credibility to the press.
Similarly, consider soliciting quotes from respected high
ranking officials from recognized companies, along with experts like industry
analysts, association leaders and academics.Their views will carry greater weight than statements from in-house
executives.If your organization has
received coverage from recognized broadcast or print outlets, embed it in a
sentence clause.Make references to any
awards or citations from public and private entities.Always recycle past publicity to bolster your status.
Punch Up the
Headline:The headline is the place
to separate your release from the pack.In newspapers, headlines sell papers.In publicity, they hook journalists and encourage them to read further.They often determine whether your story gets
coverage or is relegated to a capsule in the business or community
sections.In constructing a headline,
keep your verbiage short and give every word punch:
(Organization) pledges $10 million
to fight AIDS
Green
skies ahead: hybrid plane cuts emissions in half
Former
Congressman joins (Organization)
Board
Below the headline, use a subhead to broaden your point and
further reinforce why this development is special.
Provide Hard Numbers: Do you have any
statistics comparing your product or operation to the industry mean?Would any of these stats establish your
theme as a lead-in?Stats grab
attention.They bring your proposition
to life and give you added authority.
Cater to Reporters: When you post
your release, consider including an accompanying company fact sheet and
pictures to help journalists fill in the blanks.The less work that journalists have to do, the less likely they
are to deviate from your message.Similarly, pinpoint the exact person you want to reach at targeted
outlets.In fact, make contact with
them before issuing your release to decrease the likelihood it gets passed
over.
Don’t Forget the
Basics:Obviously, you cannot
incorporate all of these ideas in a one page release.They are simply tools that can be employed when the situation
warrants.However, don’t lose the
forest among the trees.Remember the
basics of a good release:
Include
the critical information (who, what, where, when, how and why) in the
first paragraph.
Keep
paragraphs short – no more than 4 or 5 lines.Use conversational language with shorter sentence
lengths.
Use a
serif type of 11 points or larger to make your body copy easier to
read.Consider using a sans serif
type for your headline.If you are
posting your release online, use a reliable sans serif type due to limited
resolution.
Always
have someone proof and edit your release.A devil’s advocate is truly your best friend.
Provide
contact information, including press contact, address, phone, e-mail and
website.
Develop
an attractive and consistent format.Include your logo, plenty of white space and a small graphic
element such as a strategically-placed vertical or horizontal line.
Keep
quotes succinct.Every sentence
must reinforce your main objective, whether it is creating interest or
building credibility.
Always remember: a press release is about your audience and
underlying message.Your objective is
to get picked up and secure the positive coverage in the right outlets.As a result, always look at your release
with the big picture in mind: What makes you newsworthy outside your
industry?
In other words, it’s all about packaging.It’s about catching a journalist’s eye,
selling them on your message and converting them into someone who will share
your message.
Jeff Schmitt has spent 14 years in the call center and publishing
industries.He lives in Dubuque, IA and
his e-mail address is jschmittdbq@mchsi.com.
