How to write a news release that generates free publicity is a great skill to have. The good news is, it is a learned skill!
This article covers media release writing in detail - the 7 secrets of writing a great news release.
- Strong News Value
Your media release must have a strong news value and not be trying to sell something or be blatant advertising. The media will see through this.
Conflict, drama, currency, relevance, proximity, prominence, and timeliness are the strongest of news value.
Ask: what is new about what we're doing?
- A Well Written Headline
A headline must grab the attention of the editor or reporter.
- A Well Written Lead Paragraph
A lead paragraph must continue to hold the attention of the editor or reporter and summarise what the story is about.
- Quotable Quotes
Quotable quotes add credibility and human interest to a media release. They are the flesh that goes on the facts or bare bones of the story. They must be memorable and well crafted.
Take this quote from a famous athlete who had just come out of retirement, "I'm bored, I'm broke and I'm back!".
Nice - simple, memorable and direct. Plus the media love it because of its honesty, structure and rhyming nature, especially the alliteration with all the first words starting with the letter 'b'.
- Clarity In Writing Style
Clear writing is a sign of clear thinking. Don't try and put the whole story across with every detail. Remember, the aim is to get the media interested in the story and then call for more detail.
A media release is not the same as an article, promotional brochure or detailed announcement to the Australian Stock Exchange!
- Strong Call To Action
Your media release must end with a call to action. What is it you want people to do after reading or hearing your message?
Invest in your stock, buy your book or vote for you!
- Comprehensive Contact Details
A news release should always contain current contact details for the media to follow-up.
At a minimum these are landline, mobile, web and email.
Author Credits
Thomas Murrell MBA CSP is an international business speaker, author and award-winning broadcaster. His latest book, 'Understanding Influence For Leaders At All Levels' has just been published by McGraw-Hill. 'Media Motivators' is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com/. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com/ for his latest insights and ideas.