Introduction
Aims
The ethicalbiz Newsroom has been set up with two aims
- to provide our members, who are primarily small businesses, with a free
press release distribution service. This will give them a voice and a method
of distribution without having to go to the expense of hiring a PR firm for
this purpose. (We have nothing against PR firms we hasten to add, as there
are many areas where their expertise and contacts are unrivalled!)
- to provide journalists with an excellent, and relatively untapped,
resource for stories about the ethical and green sector that can be tailored
so only the fields they are interested in are delivered to their inbox.
Control
All press releases are moderated, not just for spelling and grammar, but for
relevance too. This can take up to 3 working days so please bear this in mind when planning your campaign.
Format
Please write in the third person. ("Green Widgets Ltd launches their
solar-powered widget" rather than "Here at Green Widgets Ltd, we are launching
our super new solar-powered widget".)
Ideally you press release should keep the follow shape:
- Short and punchy headline of 10 words or less. (Less can often be more!)
- Summary paragraph. (One or two sentences that sum up the story. These
often get used when space is at a premium and if your summary is well
written there's a strong possibility you can get it in print, even when its
a busy news day and there's not enough room for the whole story.)
- Main body of story
- Full contact information and any notes for editors
Planning Begins Before You Write a Press Release
While no one can guarantee your press release will be published or used for
an article, there are things you can do to improve your chances. The biggest
obstacle to most press releases is the release itself.
When writing your press release, it should be:
Concise - editors receive hundreds of press releases a week (perhaps
more) and appreciate releases that are brief and to the point.
Well-written - a good way to ensure your press release ends up in the
waste basket is: bad spelling, poor grammar, and illogical or unsubstantiated
claims.
Factual - stick to logical and substantiated claims, avoiding
statements of belief: we're the best, the cheapest, etc.
Honest - avoid the padded quotes by company officers; even if they
are experts, they come across as biased. If used, stick to the facts.
Timely - if your press release isn't topical, consider incorporating
it with a recent news event -- but don't stretch it.
Questions to consider before you write a press release:
- Who is the preferred audience of your press release?
- What do you want readers to take away from your press release?
- What does your press release provide: invaluable information or just another
offer?
- What is the support or justification for the information in your press
release?
- What is the tone of your press release?
- Are you aware of possible pitfalls or areas to avoid?
- What do you want to accomplish with your press release: increase business,
disseminate information, or both?
Of course, you could always get a PR company to write one!
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