Being new to editing print magazines but no stranger to setting up, populating and editing websites, I am perplexed by the aged format of press releases which come my way each day.
'Traditional' press releases come in a set format which should to make it easy for an editor or journalist pick out facts, figures and details. However, I find of them difficult to read, full of jargon and, frankly, boring.
I know it is difficult to put polish onto a piece of news from a business which might, by its nature, be dull. But, that is the job of the PR professional and what they are promoting should be a interesting to their niche, as long as it is well communicated .
Furthermore, the writing style of some press releases is so stilted and 'corporate' that I glaze over within seconds of opening it. The 'message' is indecipherable which, of course, is going to make it tough for any editor or journalist to consider using it.
Many companies will publish their press releases onto their websites, and send the same piece of content out to the newswires and to the media, sometimes using a service which sends them out automatically.
A significant number of press releases come to me which are irrelevant to my readers which means I treat them as 'spam' because the PR professional has not done their research about the publication. These, generally, come from the automated systems, in my experience.
But, the concept of uniqueness still appears to lost by some PR professionals that send out traditional press releases.
To help PR professionals stand a better chance of successfully having their press release used by at least on trade editor who has come from a blogging/web publishing background, here are my suggestions for grabbing my interest:
They read the magazine in their breaks and also look at the website on their mobile phones.
A two minute check will help you pitch the content to the type of reader correctly.
Often, I see press releases which are too 'academic'. Not that the readers are not able to read it. It is just that they won't bother and an editor will not want to spend time rewriting it for their audience.
I understand that the press release often comes from the 'top' within the business, but the message needs to be for the audience and not about the boss who wants to get the news out.
It goes without saying that a catchy headline is going to stand a better chance of being noticed by a journalist. But, that needs to be supported by a concise summary to get beyond mere interest from an editor.
There are books about this topic alone but it does not have to be daunting. Just get creative and think about how to catch an editor's attention, who face hundreds of emails per week or day. This is where the starchy approach of traditional press releases fails. If the headline is wrapped up in too many formal aspects which mention the company, say, then the headline is likely to be missed.
Words alone will not get your press release through the morass of an editor's inbox. A decent photo or image will help to get the point across quickly.
It is surprising how many press releases come through without an image and it is an opportunity lost.
Include a link to where other photos can be found.
Formal press releases aren't necessary. The news can be in a Word document attached to an email, or within the email. No need to spend hours formatting it into a 'press release template'.
To put it into context, if other editors are publishing the same news item online without making changes to it, then Google will regard that article as spam or less valuable content at best. That's not good for anyone.
Therefore, PR professionals need to work out how to make sure the content is unique to each publication they are targeting. Online editors will look more favourably on your press release if it is unique to them.
Finally, the most irritating aspect of my job is being chased by PR professionals to see I have used their press release. I realise that your income can rely upon where they can get their piece used.
I can't always let everyone know if I have used their content unless I have commissioned it specifically.
If you want to know if your article has been used, subscribe to the RSS feed or email list for the publication.
Editors need content. Your press release stands a better chance if you pay attention to how it will be most easily used by an editor or journalist.
'Traditional' press releases come in a set format which should to make it easy for an editor or journalist pick out facts, figures and details. However, I find of them difficult to read, full of jargon and, frankly, boring.
I know it is difficult to put polish onto a piece of news from a business which might, by its nature, be dull. But, that is the job of the PR professional and what they are promoting should be a interesting to their niche, as long as it is well communicated .
Furthermore, the writing style of some press releases is so stilted and 'corporate' that I glaze over within seconds of opening it. The 'message' is indecipherable which, of course, is going to make it tough for any editor or journalist to consider using it.
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| A typical press release |
A significant number of press releases come to me which are irrelevant to my readers which means I treat them as 'spam' because the PR professional has not done their research about the publication. These, generally, come from the automated systems, in my experience.
Press releases and the internet
Furthermore, the internet has changed the nature of the press releases and their effectiveness. Google, for instance, will look for the uniqueness of online content, as well as its quality, amongst other aspects, to assess whether a news item or article deserves to be high up in the search results.But, the concept of uniqueness still appears to lost by some PR professionals that send out traditional press releases.
To help PR professionals stand a better chance of successfully having their press release used by at least on trade editor who has come from a blogging/web publishing background, here are my suggestions for grabbing my interest:
1. Understand the audience
Basics, I know, but spend a little time understanding the readers of the trade publication.They read the magazine in their breaks and also look at the website on their mobile phones.
A two minute check will help you pitch the content to the type of reader correctly.
Often, I see press releases which are too 'academic'. Not that the readers are not able to read it. It is just that they won't bother and an editor will not want to spend time rewriting it for their audience.
I understand that the press release often comes from the 'top' within the business, but the message needs to be for the audience and not about the boss who wants to get the news out.
2. A great headline and interesting summary
 |
| The Sun's infamous headline |
It goes without saying that a catchy headline is going to stand a better chance of being noticed by a journalist. But, that needs to be supported by a concise summary to get beyond mere interest from an editor.
There are books about this topic alone but it does not have to be daunting. Just get creative and think about how to catch an editor's attention, who face hundreds of emails per week or day. This is where the starchy approach of traditional press releases fails. If the headline is wrapped up in too many formal aspects which mention the company, say, then the headline is likely to be missed.
3. Attach a photo or image
 |
| A good image helps the chances of being published |
Words alone will not get your press release through the morass of an editor's inbox. A decent photo or image will help to get the point across quickly.
It is surprising how many press releases come through without an image and it is an opportunity lost.
Include a link to where other photos can be found.
4. Forget the format
 |
| Formality is not always necessary |
Formal press releases aren't necessary. The news can be in a Word document attached to an email, or within the email. No need to spend hours formatting it into a 'press release template'.
5. Uniqueness is vital
Editors these days are thinking about search engine optimisation too, which means that they need to make sure the content they publish online is unique. Gone are the days when press releases could be published directly online by an editor verbatim. If they do that, not only is it lazy but it will not be unique.To put it into context, if other editors are publishing the same news item online without making changes to it, then Google will regard that article as spam or less valuable content at best. That's not good for anyone.
Therefore, PR professionals need to work out how to make sure the content is unique to each publication they are targeting. Online editors will look more favourably on your press release if it is unique to them.
6. Stop chasing editors to see if it was used
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| RSS feed symbol |
Finally, the most irritating aspect of my job is being chased by PR professionals to see I have used their press release. I realise that your income can rely upon where they can get their piece used.
I can't always let everyone know if I have used their content unless I have commissioned it specifically.
If you want to know if your article has been used, subscribe to the RSS feed or email list for the publication.
Last word
The world is less formal today. A press release has its place, but a diminishing one by way of its somewhat stuffy, formal style.Editors need content. Your press release stands a better chance if you pay attention to how it will be most easily used by an editor or journalist.
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