Bethanie Lunn, 27 runs Huge PR, a rapidly growing PR Company for the fashion, beauty and lifestyle worlds.
One of the most effective ways of communicating your story to the press is through a press release. The idea is to capture the main points of your story in a succinct, informative and headline grabbing manner in order to engage the journalist and entice them to want to feature your news…
Tips on Writing a Press Release
If you intend to write your own release, you should be aware of various conventions relating to the structure and content. Press releases traditionally take the SOLAADS format, with information appearing in the following order:
- subject
- organisation
- location
- advantages
- applications
- details
- source
Always compose your release using an 'inverted pyramid' structure, with the most important information appearing first. That way, if a journalist stops reading after the first or second paragraph, he/she has already gleaned the vital facts.
The headline must be succinct and snappy. Never use the past tense – eg 'XYZ Company launches New Gizmo' is appropriate, while 'XYZ Company has launched New Collection' makes your announcement sound as if it's old news. If necessary, use a sub-heading to include supporting details – eg: 'Roll Up for the Fun of the Fare' [main], 'New Boutique opens in London W1 on 31 March' [sub].
The first paragraph should encapsulate all the main facts and it must include the name of your company and whatever product/service/event you're announcing. E.g. 'XYZ company, a London based duo, supplying ethical fashion garments have won the title of 'Best Newcomer at the Observer Ethical Awards. The award recognises XYZ's commitment to ethical issues...'
Subsequent paragraphs should provide supporting information in a descending hierarchy of importance (remember the inverted pyramid!). Relate the most exciting and newsworthy aspects/applications of your product/service first to engage the reader into wanting to read on. If you don't grab and then maintain their attention – your press release could line the bin not the newspapers!
You may wish to include a comment from a senior person at your company (ideally the manager, chairman or CEO), which journalists can use as a quote to support their news story. Avoid inane quotes that start with phrases such as 'we are delighted' or 'we are proud to announce', and try to introduce a pertinent element that hasn't been mentioned in the rest of the release. However, don't include too much quoted material, as this can fragment an announcement.
Present the press release objectively and always write in the third person - remove 'I', 'you', 'we' and 'us' and replace them with 'it', 'he/she' and 'they'. 'The company' is always singular, so be sure to use 'it' rather than 'they' (eg 'XYZ Company is progressing with the initiative it has started' not 'the initiative they have started').
There is a difference between eloquent language and flowery words – if 'marvellous' fits the bill, pad it out with reasons as to why it is just so, don't insert words like this unless you can provide reasons as to why the product truly is marvellous! Descriptive words are preferred that don't sound too elaborate and more to the point such as 'comfortable', 'on trend' or 'patented' – whatever honestly and accurately describes your product.
Make sure you include:
Notes to Editors: Background information on your company – when it was launched, where it's headquartered, any particular accolades or achievements, its main areas of activity, prices, target audience(s) etc. – and any additional information not provided in the body of the release.
Contact details: The name, address, telephone/fax number, website address and email address of your appointed contact person, which should appear at the bottom of the release so journalists can contact you easily if they require further information. You should also state whether you have photos available, as these shouldn't be attached to a release – the last thing you want to do is clog their inboxes although low resolution images inserted into the release itself or as an attachment is acceptable. Providing direct links if in the body of the email to your website where the images can be viewed is also convenient.
Good luck!