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    • PLAN YOUR VISIT - GET INFORMATON
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Falmouth Chamber Blog

creating a press release

2/21/2019

11 Comments

 
​This was an article we read in the latest Cape & Plymouth Business magazine which completely answered a lot of questions we get from our members about sending press releases to the local newspaper. Don't overlook this important marketing tool.  Just do it in a way that works!
Cape & Plymouth Business Logo
Feb 15, 2019 | February 2019, In This Issue, Toolbox |

               The Do's and Don'ts of news releases

PR First Logo
By Nicole Joy Hales
Although some people question the importance of press releases, or news releases, in an overall public relations campaign, they serve many purposes.  These announcements are not only an effective way of sharing information about an organization, but they help to remind readers – and reporters and editors – about the organization, which oftentimes leads to a shift in perception about a company for the good.  However, if your announcement is not written in a style that news organizations can easily modify or use, the likelihood of it appearing anywhere is minimal.  Here are some tips to remember when writing a news release to ensure its visibility.

First, make sure that your news release is really sharing news.  Many people confuse the opportunity for a news announcement with the possibility of being promotional.  Announcing a new hire, an employee’s promotion, an acquisition, a donation to a local charity or even an organization’s anniversary is all news; announcing a “10th anniversary sale with hundreds of markdowns” is not.  By making sure each of your releases shares worthwhile information, you establish yourself as a credible source in a growing, philanthropic, and/or specialized organization.

Once you’ve determined that your content is business news, be sure to write about the subject in a business style.  Keep it simple and straightforward, with your main news at the beginning, and supporting or explanatory facts to follow.  A news release should not be seen as an opportunity for creative writing – editors typically do not appreciate being kept in suspense.

Along those same lines, if an editor has little to edit when he or she receives your press release, the likelihood of it being published increases dramatically.  Therefore, it makes sense to write in the style of the media outlet.  Typically, for the business news sections of a variety of publications, this means writing the news release in third person, and referring to any people mentioned initially by their full name and subsequently by only their last name.  Some people don’t necessarily like being referred to by their last name only, but you’ll find that this is fairly standard practice.

Whenever possible, also include a photograph.  Not only will you attract more eyes to your news with a photo, but editors are also happy to receive images that break up text-heavy pages.  Be sure to identify anyone in the photo with a caption.

Different media outlets do have different ways of accepting submissions, so if there’s one publication in particular you’re trying to get into, it pays to do a little research and determine their preferences.  However, most times you can’t go wrong by sending an email, with the announcement as the body of the email message, your headline as the subject, and your photo attached to the email (with a note identifying the photo so that editors understand it’s not a malware infiltration attempt!).  This allows for easy copying and pasting of text right from the editor’s email inbox to the publication software.  Do not send a news release as a pdf – doing so requires many more steps for someone to extract the content and could result in a time-strapped editor simply ignoring it.

Finally, be sure to add your contact information (or the contact information of your organization’s spokesperson).  Doing so not only provides an opportunity to clarify any information, but also offers an easy way for an editor to get in touch again in the future – maybe to ask you to serve as an interview source, or because he or she is interested in profiling your organization for a future issue.

Done right, news releases offer a great opportunity to demonstrate to readers and media professionals alike a variety of strong and positive characteristics about your organization – whether it be growing, innovative, charity-minded, community-based, or all of the above.  By sending news releases on a regular basis (about one every two weeks), you can keep your company front and center in the minds of readers and editors alike!
​
Nicole Joy Hales is vice president, client services at PR first!!! (www.prfirst.com), a public relations firm based in Hanover, Massachusetts.  She can be reached at [email protected]. 


11 Comments
Business news link
11/18/2022 10:22:20 am

I think this post proved that your are my best friend

Reply
Carpenter link
6/4/2024 01:25:56 pm

This 2018 blog post still has great advice on writing press releases. The tips about sharing real news, writing clearly, and including photos are just as useful today. Including contact information is still important for follow-ups. Even with changes in digital media, the basics of a good press release haven't changed. It's a good reminder that well-written press releases are always important.

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Jacksonville Drywall Contractors link
12/4/2024 11:00:05 pm

You are awesome. Thanks for providing these tips with us!

Reply
www.drywallproscleveland.com link
12/27/2024 08:53:07 pm

Doing so not only provides an opportunity to clarify any information, but also offers an easy way for an editor to get in touch again in the future

Reply
fort worth seo consultant link
2/5/2025 03:02:00 am

Keep it simple and straightforward, with your main news at the beginning, and supporting or explanatory facts to follow.

Reply
Car Detailing Chilliwack link
2/17/2025 09:15:59 am

This is such a helpful guide for anyone new to writing press releases, especially with tips on what counts as real news. I like the emphasis on simplicity and keeping things straightforward for editors, making it easier for them to publish your content. Also, including a photo is a great way to capture attention and break up the text!

Reply
Shingle Roofing Kamloops link
3/15/2025 06:36:08 am

Writing a press release the right way really makes a difference. Keeping it clear, newsworthy, and easy to use for editors sounds like the key to getting it published. Adding a photo and contact details is a smart move too.

Reply
Gold Coast link
4/3/2025 07:46:04 pm

Ideas for creating a press release you shared here are the best to learn so we can use it. I saw how the people are getting the best ideas that provide us the best solutions that are bringing what we are required.

Reply
Interior Designer Edmonton link
4/15/2025 10:13:58 am

I totally agree that a well-written press release can really boost your company's visibility. It’s all about providing real news, not just promotions, and making sure it’s easy for editors to work with. Plus, having a photo is always a good idea to make your release stand out.

Reply
partner yoga retreat link
5/19/2025 11:48:51 am

A lot of individuals mistake the chance to make a news announcement for the potential to be promotional.

Reply
Atlanta link
5/28/2025 08:58:52 pm

A news release should not be seen as an opportunity for creative writing.

Reply



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