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People believe what they read in the papers
To put together a press release costs little or nothing and getting into your local newspaper is not as difficult as it might appear, all that's required is a little effort and perseverance.
Beginning
Why are you writing? What do you hope to achieve by having a story published in the paper? Who do you hope to reach, and what message do you want to get across to them? For example you may want to reach new customers or re-enforce your credibility with existing customers, Decide which are the best papers to appear in to reach your customers. Look closely at the papers you have chosen to see what type of stories they print and the way they are written.
What is news and what is not?
News is information that is not already known to the recipients. Make your story interesting. Is it something that will benefit, amuse or interest the reader? Try to put yourself in the shoes of the journalist or reader. How will they react? Will the reader shrug their shoulders and say "so what"? Don't start with sentences like "we are proud to announce" and don't use words like 'you' or write blatant self praise. A news story is not an advertisement so don't write it like one.
What could make news?
Some examples. Company expansion: either staff, premises or new products or services. Landmark event: i.e. 'The business is 25 years old'. Product landmark: i.e. 'Sales top 1 million widgets'. The retirement of a long serving staff member. Investing in the local community. Charity fund raising or helping in other ways.
Writing the story
A headline to attract attention and be explanatory is a must. Use short sharp words. The first paragraph must contain all the information, including the 'who, what, why, where and when' of the story. The rest of the paragraphs should expand on these essentials with background and personal quotes.
What style and format should you use?
Keep it simple, direct and newsy.
Sentences should be short, paragraphs brief. One thought per sentence, one sentence per paragraph is a useful guide. Ideally keep to one page. Job titles should be in lower case - e.g. managing director; The release should be typed in double spacing. The word 'ENDS' should appear after the final line of the story. Where the story comes from should be at the top of the release. If you are using your letterhead put the word 'NEWS' or 'NEWS RELEASE' at the top of the page in bold type. Date the press release and give contact details of someone who can be contacted for further information.
When?
Ring up the papers you have chosen and ask for copy deadlines. Local evening papers should be contacted early in the morning; weekly papers should be contacted in the week before they go to press. If a weekly comes out on a Friday it is probably printed on a Thursday and should be contacted no later than Tuesday morning. Check for special supplements for example if an evening paper carries a business supplement on a Wednesday they should be contacted no later than 9.30am on the Monday.
Targeting and talking
Send your story to the right person and spell their name correctly. Look at the paper and see who looks after which stories. Who writes the business page? If you don't know ring up and ask. Journalists rely on contacts so phone them up and introduce yourself. Ask them whether the story ideas you have might interest them. Ask for their opinions on how the story could be improved next time.
Simple rules.
1. Keep to the point
2. Stick to one story per release.
3. Tell the complete story.
4. Don't be boring or long-winded.
5. Meet deadlines.
6. Target the right journalist.
7. Study your local paper to find out what interests them and their style.
8. Treat journalists as human beings.
9. Decide what you hope to achieve on your press relations programme.
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