Press releases Rules Are a-Changing

When I started out in PR the instructions for press releases were always the same - write a press release that causes the journalist receiving it to ask more questions. In fact, if you do a Google search, you'll find endless lists of rigid Dos and Dont's for writing a press release - all designed to make the press find out more about the news you are spreading.

This meant that the press releases needed a tantalizing headline, but maybe not all the information needed to filter through to his (or her) readership.

But, with the rise in ready-availability of information on the Internet, corporate web sites where press releases are prominently displayed, and, most importantly, the rise of web sites that often post a press release straight up there, the news is no longer getting filtered. End users get to directly see what a company is saying about itself. And press releases need to be written with that thought in mind.

In the past, there was never really a consideration for end-users receiving news simply because the news was always filtered through an editorial process. Now they are able to see every word you publish. And what is it they want to see?

Here's some thoughts:

Some press releases simply use superlatives to explain a concept, new product or new term. Users are not necessarily familiar with the latest marketing terms the vendors dream up and so, if one is being used, they probably want a more straightforward explanation of a difficult process. In these cases, we feel a conversational, 'chatty' line of communication within the release is preferable.

End users are often as skeptical - sometimes more so! - than the editors we deal with. Be prepared to more often use analyst or customer quotes in the press release that you may be usually saved for interviews and case studies in the past.

In addition, it may be wise to provide a web site path to more customer information than you would have done in the past. Rather than trying to simply get a journalist to respond for more information, you are now trying to get prospects to respond. So give them enough information at their fingertips plus a strong route to a sales person, Free Download area or a place to purchase (depends on the nature and pricing of your product.)

My advice, try as hard as you can to keep a press release straightforward, clear and friendly. (I know that can be extremely difficult when the lawyers or finance people get their hands on it!) Try and frame the message in terms of how you wish end-users to view your company, usually as being honest, straightforward and true (well, if you want the company to appear to be in endless hyperbole about its products, people and customers, then you can write it that way too!) and remember that many prospects and customers are seeing your press release in real-time, with no filtering. What do they want to see from you?