The News Release, R.I.P.?

The news release is dead. This declaration has been made for a few years, but is it really? Maybe we shouldn’t kill the tool, they can still be very effective—however, a quick demise should be brought about to the misuse of the news release. For example:

Overuse – Aka the release a week syndrome. Really?
Misapplication – Sending out information under the guise of “news” that is not urgent or current. Seems a logical gauge, but one that often isn’t used. Really examine what you are trying to share – is it really news release worthy or should it be a targeted pitch, a social post or even an email blast that skips the media altogether?

It’s time to kick those bad practices (or convince those that you are working for that they need to be axed) and make the news release work for you. Six tips to put you on the right path:

Subject lines – Email is still the best way to reach editors and reporters, AdWeek reports the subject line determines whether your email gets read 85 percent of the time. Crafting subject lines that get opened is crucial. Treat your subject line like a headline. Some tips:

Be brief, think five to six words max.
Focus on the benefit, don’t sell and don’t use jargon or buzzwords.
Use “you” whenever possible.

Don’t forget the “new” in news – By its name, the value of an effective news release is that the information is unknown until the intended recipient sees it. If what you’re sending is already public on your website, on your social media channels or in your paid ads, what’s the point of getting it in front of media?

Be prepared to share the rest of the story – A news release is a VIP invitation for media to be brought into the inner circle to help you tell your story to the people you really want to reach. Of course share the facts but be colorful, paint a vision and then offer sources for additional content, complimentary visuals and context—see #4.

Don’t forget the “What’s In It For Me?” – Be careful not to get caught up in talking about yourself. Whether it’s your company, your discovery, your product or your new star hire… Frankly, nobody cares. What they care about is how that new location, new product or new hire makes their life better. How does it save them money or make them smarter? How does it help them achieve their dreams? If you can tell them that, then you have their attention, their support and their business.

Make wise use of quotes – Quotes can deliver powerful perspective and context to a news release, but so many don’t. Stating that your CEO is “thrilled” or “excited” at your news should be banned. What does a quote like this add? Instead, use this valuable real estate to share your voice and why your news is important, relevant and worth getting attention.

Make it easy – Journalists are busier than ever before and being strapped for time means if you get 30 seconds of eyeball time on your release you’ve made a good start. Now, get to the point, fast. Between your headline, subhead and lede you should be able to deliver the who, what, when, where and why of your news. The rest of the space (no more than a page) delivers the details. Use bullet points as they can deliver a lot of detail in a condensed, easy digestible format. Highlight relevant links and sources and make your contact info easy to find—then be available and helpful.

What advice would you add?