Writing a News Release: Setting the Bar High
The other day a colleague of mine sent me an e-mail. She has, in the past, written news releases, but needed a few hints from me to make her pitch better. Having been a journalist, I've seen my fair share of news releases, good and bad. One of the nice things about being a turncoat is that I write news releases like a journalist.
While the academy is teaching students how to make their news releases more newsy. I just make them newsworthy. There are several points that make a news release more valuable to your local editor or reporter.
It's well known that news releases should hit the 5W's and an H. We also know they should be timely, newsworthy, concise -- focused to the community a publication serves. But there's more that makes ordinary news releases extraordinary. This is my list:
- Creativity. It's not always make-believe, but making the most of the subject.
- Dare to experiment. Literary greats have experimented, word-smithing language to create new, fresh ways to understand a subject. So they do, so should you.
- Be clear. Like poets and playwrights use words to convey exactly what they mean, so should you.
- Imagery. Need I say anymore than make a reader feel your subject!
- Rhythm. Give your sentences a sense of motion. Create lyrical patterns with your words that compel the reader to, well, read!
- Compression. Say the most with the least. Do more with less. In other words, use the right word, for the right emotion, scene, setting, thought -- you get the picture.
- Excitement. Use words that lift the spirit, exalt, or stir reality.
When journalists receive your news releases, they should enjoy reading them. They should have the story written for them. They should not have to lift pen to paper for another note. While this is a high standard to achieve, there's one thing I've learned that applies to writing as it should to the rest of life. Set the bar of achievement higher than you'll ever reach, then start reaching for it.
