News

Writing a news release: No big whoop

The question Ann All hears more than any other -- with the possible exception of 'who do you think you are, anyway?' -- is 'how do I get my company in the news?' Here, some tips on how to do just that.

July 19, 2004

The question I hear as an editor more than any other -- with the possible exception of "who do you think you are, anyway?" -- is "how do I get my company in the news?"

The answer: Nothing could be simpler. Just let me know when you have an item of news worth reporting. The quickest and easiest way is to submit a news release.

That said, I understand that for folks without a lot of writing experience, telling them to write a news release may be a little like someone telling me to sew a button on a shirt. (A theoretically simple task that, trust me, I will struggle with before submitting a truly awful effort.)

Ann All

Getting over the apprehension of actually sitting down and putting words to paper (or computer screen, as the case is more likely to be) is probably the biggest hurdle for the non-writers out there.

To help ease the process, here are some tips produced by NetWorld Alliance, parent company of ATMmarketplace, with some help from "Public Relations Kit for Dummies:"

Make an outline of the most important points that you want to convey. Use it as a guideline. Don't worry about following it exactly. Don't get caught up in the "who," "what," "when" and "where's." A press release is an informational tool -- but that doesn't mean it has to be boring.

Editors get dozens of new releases on their desks on any given day. When appropriate, brighten it for them. Make them giggle, smirk or even get their blood boiling a bit. The only caveat to this rule: do NOT do this when you are writing about something serious, life-threatening or of worldly concern.

STEP 1: The headline
Grab 'em. If you miss here, you may never get them to read on. When appropriate, be mysterious and leading in your headline. This will set the tone of the entire news release, so give this plenty of thought. Consider the headline your guide; it will take you down either the right or wrong path.

STEP 2: The sub-headline
Be more straightforward here and tell all.

STEP 3: The first paragraph
Use the first paragraph to get to know your reader. Tell them want you want to tell them in a way that they can and will respond to.

STEP 4: The body
OK, here's where you go to the old faithful, the five W's (who, what, where, when and why). Tell them everything they need to know in a concise and informative manner.

IMPORTANT POINT: Brevity is a key attribute. Editors receive many news releases, and typically will spend just a few seconds deciding whether they are interested in the subject. Make the most of their time, and don't predispose them against you by presenting a monolithic block of text - especially one with lots of technical jargon.

STEP 5: The quotes
Remember to make quotes quotable. The person being quoted is a person, so make sure you make him sound like one.

STEP 6: The test drive
Read it aloud as you'd want your reader to read it to themselves. Did you stumble on any words or sentences? Rewrite what sounds awkward or unclear.

Following is a sample release. It's obviously not a totally serious effort, but still gives a good idea of the kind of basic format that editors like to see and the type of information that should be included in a personnel appointment, one of the more common types of releases to cross my desk.

A few other pointers: E-mailing is probably the best way of getting a release to me. While PDF files look snazzy, they are more difficult for me to edit (and edit, I likely will). A Word document is preferable.

If I don't run the release within a week or so, feel free to follow up with another e-mail or a phone call. I may be backed up on news, or the release may not have fit our criteria. Either way, I'll be happy to let you know. If the release has simply escaped my attention, I may ask you to re-send it.

THE SAMPLE RELEASE

Contact: Your name here
Your company name
Your telephone number
Your e-mail address

ATM WORLD NAMES VP (headline)
Mark Money prepares company for future with appointment of industry veteran (subhead)

May 22, 2004, New York -- In a move aimed at preparing his company for growth, Mark Money announced that Rick Ruthless will become vice president of sales at ATM World, the independent ATM management company he started six years ago.

Ruthless' responsibilities will include adding new national accounts to the ATM World portfolio and totally cowing the competition. He has more than 20 years of industry experience, including senior management positions with Big Bank of the East and Cheap Gas Petroleum.

Since its inception four years ago, ATM World's staff has grown from zero to 40 employees. In the past year alone, the company's sales tripled, from $50 million to $150 million.

"After two years of recruiting Rick, we finally convinced him to join us," said Money, president and chief executive officer of ATM World. "This business is all about providing top customer service and, of course, obliterating the competition. We're confident that Rick will be able to do both of those things for us."

ATM World is an independent, full-service ATM management company with more than 12,000 ATMs under contract in 30 states. Clients include Beef Jerky World, Universe of Snack Foods and Isle of Donuts. 

Insider tip: To indicate where the text ends, we editorial types normally use either -30- or ###.