HOW TO WRITE A PRESS RELEASE

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It is not surprising, to find a graduate in our line of profession who doesn't know how to write a press release; and a good one at that. After graduation, we carry this failure, and join the work-force - a place we are expected to perform. Not learn to perform.

We have had cases, where interviewers have asked candidates in the middle of an interview to write a press release. Were you one of them?

This begged a question, do you know how to write a good press release? It’s a question that I would like us to answer, together. As you read along, remind yourself of the nuggets you forgot and carry with you new ones.

One of our primary goals as Public Relations practitioners is getting information about our organizations and or clients across to our publics; through a chosen media. In our arsenal, a press release also called a news release is what will do this effectively. Fish it out and let’s get started, shall we?

Press releases are written on a template-standard format: usually on a letterhead belonging to the dispatching organization. The first thing that should come to mind when writing a press release is the title. It should be less than 10 words or 10 words at most. Make it catchy; summarize the whole release in the title. This gives whoever is reading, a peek of what is to come in the ensuing paragraphs.

Then follows the lead and or opening paragraph: this is the second piece that will hold the readers hand and lead him through the rest of the release. Thus it is incumbent to give this paragraph enough thought before putting any words down.

In the writing of the lead paragraph you have to answer the 5W’s and 1H: who, what, when, where and why followed by how.  All these are questions which you are required to provide answers to, as you write this lead paragraph. The cardinal rule of content – always get all the important facts in the first paragraph.

The main body follows, and this is where you as writer give additional information regarding the answers you just provided in the lead paragraph. This is where you dwell on specifics. Let people know what product the organization is launching, its unique characteristics, what makes it special from the rest…

Lastly, we have the boiler plate. This is the last paragraph. In this paragraph, you describe the organization issuing the release and when appropriate direct the reader to sources where they can retrieve additional information or material on the subject matter.

Upon its completion, three hush signs are inserted at the centre end part of the page to signify end. But in case you spill over to a second page which is more unlikely, the acronym ‘MF’ is used for ‘more follows.’

Just to let you in on some rules of thumb: brevity cannot be overemphasised. Burdening journalist or readers with words and many of them at that, is not all that appealing. It is rather off-putting. The chances that the longer your release the less likely it will be read are much higher unless you are good at it. Keep it brief.

As I had hinted earlier, write in inverted pyramid style just in case the media house falls short of printing space in the tabloids and or dailies. This guarantees that in the likely event such a scenario occurs, your gist will be printed and the release will not lose value at all.

Remember to tell facts simply, use active voice and lastly, in the event that you add photographs or art, label at top ‘with photo or art.’ Secondly, just before the title, you should indicate whether the release is meant for immediate release by writing the words ‘for immediate release’ or not. If not, then specify the exact date for which you intend it to be released. In most cases, the release is usually meant for immediate release. Add your name and contact information, before you proceed to write the release.

We are always told that after successfully writing our press release we should then email them to our distribution list which could contain 50 or so reporters and or journalists. Jeff argues that it is unwise to pitch your release to 300 reporters and or journalist when all you need is 3 most important journalists.

Get out of your desk. Attend seminars, social events and in the process mingle professionally-network with peers. Dependable peers at that. Just in case you have a press release ready.

Thus as a PR-practitioner creating meaningful relationships through networking should be among your daily goals. Creating contacts, in all institutions that you think you will need their services at one point or another should be a goal you strive daily to accomplish. It is therefore important that you spend time cultivating time in establishing lasting and functional relationships. You could start with me.

Happy press release writing!

The writer is a Communication &PR practitioner working with Property Link Africa.

odenyo09@gmail.com