Press Releases From Consumer's Point of View

Writing a press release is a tricky combination of advertising and unbiased reporting. The position you're in requires to accomplish two totally opposite tasks: Spin your story so that it projects a positive light on your client, and deliver a completely neutral news report to your media contacts.

All the while, you're expected to do both of these things at the greatest benefit to the intended audience.  When people turn on the news they're expecting quality, fair journalism and pertinent information about the events that are going to somehow affect them directly.

A press release is generally coming from a company or organization that has something to gain from the public knowing about its details.  The only thing that will get your item into print is the level of worthiness it has to the target market.

The best way to determine the worth of your news is to look at it from the outsider's point of view. Everything you write should somehow be connected to your audience.  Next, decide what key issues you want your audience to know and act upon.  Do you want them to be aware of an upcoming development in the area?  Or is the company trying to bolster its image with those who are already skeptical of them to begin with?  Find one or more vital elements and focus on delivering those with a punch.

Stick with the who, what, when, where and why, divulging the specifics of those questions, so you'll stay within the boundaries of need-to-know information.

As the press release coordinator, it is your job to find the most newsworthy items your company is related to, and build on that topic.

Consider the timeliness of your release to the public.  Organize your message. Don't pile too much data onto your readers than they can handle.  It's not necessary to force the reader to search for clues about your message.  Don't talk above your reader's head.  Simplify words, sentences, and paragraphs, but don't feel like you have to "dumb down" your news.  Just avoid long, unfamiliar words that may make your reader pause for clarity.

Avoid flowering your language so that each sentence overfills and drowns your reader.  Shorter sentences are more powerful and catchy.  Watch carefully for any adjectives you use in your press release.  Like any other news item, you're expected to send in an unbiased piece of information. 

If you do have to include an opinion in your press release, usually at the request of your client, be sure to attribute it to someone other than the media publishing the story. 
 
Try not to alienate your audience.  Don't use stereotypes, whether they be sexual, ethnic, or otherwise. 

In review, write for your audience by following three basic guidelines:

" Write Simply
" Write Clearly
" Write Fairly

Ask yourself these questions to see if you've written from the consumer's point of view:

" Is my press release easy to understand?
" Have I used any adjectives to describe the focus of my content?
" Are my employment titles gender-neutral?
" Have I geared the document towards a topic that most of the community will appreciate and want to read?
" Is my timing good - or bad - for disclosing this information?
" Have I answered all of the basic questions my audience is might have once they finish reading this piece?
" Is it clear to the reader who the source of this information is - so that if he or she wishes to learn more about the client, they'll easily know who to contact?
" Have I written in a succinct manner so that the audience will be able to grasp the message without having to spend too much time deciphering it?
" Have I focused on the most pertinent information my client will want to pursue in the next six months to a year - not wasting editorial time with unimportant events?

If you've worked through all of the complexities above, then your press release should read like a true news story, and not resemble that of a biased, puff piece.

Following these criteria will help you to be seen in the community as an ethical and unbiased presenter of information.