Ten things to keep in mind while writing a release that is equally acceptable to traditional and social media:
01. Have a Reason to communicate:
For starters, only write a release if you, or your client, have something important to say. Sending out a release for the sake of it will not only be trash but may even label you as a spammer with the potential downsides.
02. Identify the key word / key phrase:
The release that you are about to write should have a key word at its core. It could be new investments that your company is contemplating, a new venture, or the current financial results. Identifying the right key word is half the battle won.
03. Write a heading that is eyeball grabbing:
Make sure that your heading is not only attractive but is strung around the key word or the phrase that you want to highlight and is able to communicate the gist of what you have to say.
04. Create the Killer Content:
It is now time to actually write the body of your release. Make sure you write to the point sans all the expletives and ensure that the language is correct and that no spelling glitches creep in.
05. Include Relevant Quotes:
Provide quotes from concerned people and make sure that they talk to the point. Make sure that the people to whom such quotes are attributed are properly identified along with brief bio data and relevant pictures.
06. Size Matters:
Try and restrict your release to a single pager. Anything more and the journalists lose interest, unless off course you are sending something of earth shattering importance.
07. Attach image / logo:
Do not, I repeat, do not embed the logo or any image in your release. You should send them as separate attachments. Make sure your send high resolution images to the print media and compressed web friendly ones to the blogs / net based media.
08. Highlight – bold, italics grab attention:
Highlight the core points or terms by either using bold or italics. For skim readers, not only does such highlighted terms help communicate the key facts of your release, but also doubles up as helpers of the Search Engine Optimization process.
09. Contact:
Provide a contact person’s name, email id and mobile number that is accessible on a 24X7 basis. Media people do odd hours and in case they need clarifications you should be in a position to offer the same. If you cannot be reached when you are needed, you will be squandering a communication opportunity that you had created so painstakingly.
Also make sure that your web address is provided and that it has all the relevant information (including detailed backgrounders) that the media may want to access while reporting on your release.
10. Word or PDF?
Often releases are sent in the PDF format which is a huge turn off to the media as cutting and pasting from a PDF file is not only time consuming but is a real drag to most people filing stories to catch the last hour deadline.