Press Releases that Rock

Without fail when people discover I worked in television I am usually asked three questions:

1. What did you do?

2. Is there a hair and make-up person?

3. And is the “green room” really green.

All of those are funny but legitimate questions.  But I am often asked about those ever so famous press releases.  Most recently, I shared a bit about how to do a press release on a podcast with Christian Work at Home Moms.  I posted it here so you can take a listen: Media, Motherhood and Making of a business.

So, what is a press release? A press release is a written communication for members of the news media for the purpose of announcing something newsworthy.  Typically, press releases are mailed, faxed or emailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks.  This is a great way to present your organization, business, ability and/or skill to a mass audience.  You can not beat free publicity.  However, not everyone knows the correct way to put together a press release.  Some of the “standard” rules of thumb are very simple.  As a former television producer I can not begin to tell you how many well-meaning people broke the “rules” which ended in their press release becoming tossed in the trash or becoming a doodle pad.

Here is a short list:

1. Your English Teacher was right: who, what, when, where and why. Remember to include this information so the assignment editor or producer doesn’t have to. Happy news people= News coverage

2. Give ‘em a reason to cover your event: Make the “presentation” of your event or news item worthy to them even if you have to tell them why they should cover it.

3. Put it all together: Give all the information as suggested in point number one as well as a contact person for interviews, pictures from the earlier event, if applicable, video, interesting factoids( tv people really like that)… this makes your press releases stand out.

4. Do not write a book: The rule is usually just 1 maybe 1.5 pages long. True story here, I have seen press releases 4 pages long! Time is of the essence. Long press releases make television producers very very unhappy.  Here is a way to “K.I.S.S” up so to speak. In journalism school we were taught to K.I.S.S(Keep It Simple Stupid).  By the way, I am not calling you stupid. Keep it short and too the point.

This is your golden opportunity to showcase why you are so wonderful. Don’t blow it.  Just kidding. But seriously, give the tv folks something to talk about.  I am here if you need help.