Walt Denny Inc. Blog

Don't Strike Out When Your News Release is Up to Bat

6 tips for winning news releases

Powerful news releases are both a proven marketing tool and a staple that editors need to perform their duties. Too often though, companies' news releases underperform, failing to connect with editors and reach base. By avoiding six common mistakes, companies can more easily help meet editors' needs and deliver a winning PR marketing effort.

You may have seen news releases that seem 'too light.' These have fallen victim to not having enough information; perhaps offering just four or five sentences of real, solid news and a similar amount of "about" information. To get your message across, it's better to show - with several facts, figures, benefits and differentiators - than to simply and insufficiently tell. If you're only sharing a few facts, you severely limit the coverage possibilities since you're distilling information into shallow content that best serves as short round-up coverage.

Thousands of news releases are sent out every day, but a company can't make news, connect with prospects and pump up its brand unless it successfully meets editorial requirements.

 

Recycling is Great, but not for News Release Copy

The vast differences between marketing copy & news release copy

When it comes to marketing copy and news release copy, one can’t substitute for the other. They are for two very different audiences. With news releases, some marketers make the mistake of confusing an editor for a paying customer.

It pays to be original with effective news release copy. Substituting marketing copy for news release copy turns editors off, assuring that these messages never get to prospects and customers.

Marketing copy is designed to woo an interested consumer. An editor’s job is to decide on, and be interested in, that which is newsworthy. That often includes a certain amount of skepticism. The mistake of recycling sales catalog, promotional or brochure copy doesn’t serve the purpose of a news release. A news release has to show ‘new.’ You can also tell ‘new,’ but superlatives and unsubstantiated claims of superiority will be met with skepticism. Worse yet, they won’t be met at all, because an editor can quickly recognize the content as regurgitated sales copy and ignore it.

How To: Hire a PR Firm - What PR Can Do for Your Business

      Maximize a product launch or revitalize an existing offering. Stand out in a crowded market.  Garner third party recommendations from key influencers.  Protect your reputation. With a strong public relations program, you can engage, inform, develop important relationships and collect feedback from target audiences.  Partner with the right PR agency to develop your company a campaign in tune with your business goals.

                        Public relations is a form of strategic communication that connects you with your key audiences.  PR has been traditionally known for ‘earned media’ in the form of editorial coverage, compared to ‘purchased media’ like advertisements.  With the growth of the Internet, massive customer engagement in social media and a changing media landscape, public relations encompasses much more as it evolves with the media and the behaviors of your key markets.

   

Intriguing News Leads Generate Press Coverage

How to prevent your information from being lost in the slew 

of news releases editors receive daily.

 

A strong news lead delivers essential information in a fascinating and attention grabbing statement. Generally, a lead is an objective, declarative sentence.  Stick to this rule to maximize its succinctness. It increases the likelihood an editor will read your company’s information.  Avoid cluttered sentences.  Keep the lead unbiased.  Wait to bring in benefits of your product or service until later in the news release.

 

After reading the lead sentence, members of the media ask themselves, “Shall I read on?”  Use the active voice to deliver your message clearly and strongly.  This improves your chances that journalists will answer, “Yes.”  

 

Editors are exceptionally familiar with the interests of their audience.  Always research the media you plan to target.  Releases are most effective when tailored to the editor’s audience.  Include details and information that is pertinent to an editor’s readers to start a partnership that results in positive editorial coverage.