How To Edit A Media Release
Friday 26 September, 2008
Editing a media release means that you have to proofread, correct and rewrite it for a specific target media. Here are 10 simple steps to edit your press releases.
It helps if you have clear writing skills, good news judgment and basic knowledge of English rules and grammar in order to properly edit a news release.
To have more impact with your news release follow these guidelines, because extra effort with editing will have a big payoff.
- Read the release - Always read over your work and look for clarity of writing.
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 a Stock Exchange!
- Analyse for news value - Your media release must have a strong news value and not be trying to sell something or be blatant advertising. Journalists will see through this.
Conflict, drama, currency, relevance, proximity, prominence, and timeliness are the strongest news value.
Ask: What is new about what we're doing?
- Edit the main body for any grammatical, word choice or spelling errors - A media release is a highly stylised piece of writing.
Rewrite the main body as needed so that the words and sentences make sense, but be careful not to take away the meaning of that passage.
The goal is to make the main body more interesting and easier to read.
- Cut words out - Cut for length if necessary by eliminating any extra words or fillers that don't have any relevance to the article.
- Double check facts and numbers - Numbers are easy to get wrong or overlook.
- Pass it on - Pass it on to someone else to read and edit. You can often be too close to the subject.
- Sleep on it - Time provides perspective and a fresh look.
- Lead paragraph edit - A lead paragraph must continue to hold the attention of the editor or reporter and summarise what the story is about.
- Quotes edit - 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'.
- Headline edit - A headline must grab the attention of the editor or reporter. Keep it to five words or less.
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.