Do you really need that news release

By Tina L. Pugliese, APR, Pugliese Public Relations

We know that every news release should contain a “who, what, where, when, why and how.” Each one of these questions should be answered briefly in the release. However, don’t give away every detail. Leave the reporter asking for more information. Journalists are naturally curious. Arouse curiosity and you are very likely to generate interest.

News stories are written in what is commonly referred to as the inverted pyramid style. What this means is the most important information is at the top of the story. As you read down the story, the information decreases in importance. All news stories are written like this. If you’re presenting a news release, it’s to your benefit to provide this recognized style.  So ask yourself these questions.

WHO — is the release about? Every news release must clearly define who the release is about. It is important to state who you are. Defining yourself and establishing your relationship to the community will give you more appeal.

WHAT — is the news angle? Each news release must state clearly what you have that is newsworthy. An example may be the announcement of a new contract. What are you offering?

WHERE — is the news occurring?

WHEN — will it occur?A time is important, as it requires the reporter to look at your release as actual news, as opposed to a “puff” piece that can be run at any point. Time sensitivity equals importance at a media outlet.

WHY— is this news? How will your news affect the readers or viewers of the story?  Will it help them increase their client base or solve a problem? These are questions you will need to be able to answer.

HOW — will this benefit the readers or viewers of this media outlet? It is important to make the case about how your announcement will affect the local community in a positive way. In essence that’s the very thing that will make it “news.” How are you different from other similar businesses in your area? What unique insights do you bring to the table that a reporter will want to share with their audience?

Review your news release and make sure it does not sound like an essay. It should be informative but appealing.  Keep your news release within 500 words. This should be enough to cover your news event and prompt people to take action.  Proofread your news release more than once. Step away after you finish writing and come back with a fresh set of eyes.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual — A Guide for Entrepreneurs.  She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com.  Her web site is www.PugliesePR.com. 

Article excerpted from e-book, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.