How to write a great press release
May 17, 2007
Three unis, three press releases, one subject. Oh, the power of good writing: two of the universities produced really fascinating, grabby stories – each with a slightly different emphasis – and one was b-o-r-i-n-g.
Here are the three headlines and first paragraphs of each story, and I’ll let you decide for yourself which is the poorer story:
‘Super-fridge’ to help improve lives in developing countries (Imperial College London)
An all-in-one cooker, energy generator and fridge could soon be improving quality of life in developing countries, thanks to an international project launched this week.
Powered by sound – revolutionary stove could help reduce poverty (Nottingham)
It’s a cooker, a fridge and a generator in one – and it could have a huge impact on the lives of people in the world’s poorest communities.
University to develop three-in-one biomass appliance for the third world (Manchester)
The University of Manchester will play a major role in a £2m project that aims to deliver a wood-powered all-in-one generator, cooker and fridge into third world communities in five years.
It’s pretty obvious that Manchester is the dullard here. So what do the above examples teach us about good press release writing?
- Join-up the dots for us. What is a biomass appliance? Don’t know, don’t care. Stoves and fridges, however – now you’re cookin’.
- Make it news-worthy. Why should we care about this fridge-stove thing? Because it could reduce poverty and improve lives. Just being for the third world is not specific enough.
- Make it exciting. Don’t exaggerate, but if it’s genuinely super or revolutionary then say so.
- We don’t care who you are. Nottingham and Imperial concentrate on what has been developed, Manchester emphasise that they had a hand in the development.
- The first words count most. Nottingham and Imperial go straight in, while Manchester takes 18 words to get to the point of the story.
Anyone got any other tips for writing killer press releases?
Entry Filed under: copywriting, horrible things, nuts and bolts of writing, science. .
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1.
Kev | May 17, 2007 at 12:10 pm
Not being a copywirter I dont often get the chance to write headlines/press releases.
However, I recently read a description of what the aims of titles and opening paragraphs should be.
It said that the aim of your title was to get the reader to want to read the first line of your article.
The aim of the first line of your article is to make the reader want to read the second line of your article (and so on)
this is a nice article on headline writing. the entire blog is pretty useful as a copywriting resource in my opinion.
2.
Kev | May 17, 2007 at 1:19 pm
the link above was meant to go here: (I think)
http://www.copyblogger.com/writing-headlines-that-get-results/
3.
Kev | May 17, 2007 at 1:59 pm
sorry for the spam…
this is the article and blog I was mean to post:
Pro blogger
http://www.problogger.net/archives/2005/12/30/tens-tips-for-writing-a-blog-post/
4.
Joan Stewart, The Publicity Hound | May 18, 2007 at 4:30 pm
You asked, “Anyone got other killer tips for writing killer press releases?”
I sure do. I have 89 of them. They’re all in the free email tutorial I created called “89 ways to write powerful press releases.” I created it when it became clear to me that many people who write press releases are still mistakenly assuming that they are writing press releases for journalists.
The really good stories in the media come not from press releases, but from customized pitches to specific media outlets.
These days, the real value in writing press releases and posting them online is that you can catch the attention of consumers, milliions of whom search the Internet daily for info on products and services.
The course is very long (89 days) but by the time you’re done, it will be like earning a master’s degree in press release writing.
You can opt into the course at http://www.PublicityHound.com/pressreleasetips/art.htm
5.
Gail Kent | May 19, 2007 at 2:05 am
Having worked for several universities at a PR director, I can tell you that many times it is not the PR people, but rather the administrators, who muck up a good press release. It is extremely difficult to convince educators — particularly those in the corner office — that writing the way people talk is the best way to communicate. They often think that a press release should read like a dissertation. Not only does a PR director in a university setting have to educate the media on the university, but she must also educate the educators about the media. Frankly, the latter is the harder task.
6. Here’s your advice for writing effective press releases : David Airey :: Creative Design :: | May 25, 2007 at 3:10 pm
[...] the HookJab article, How to write a great press release, there are three headlines compared against eachother, and a few useful [...]
7. Simon Wakeman | May 30, 2007 at 10:15 pm
What makes a good news release
HookJab points to an interesting example of where three different university PR departments have produced news releases on the same story.
…
8.
dimanomarketing | June 20, 2007 at 6:16 pm
We recently posted an article on the Secrets of Sending Press Releases. It examines similar issues and concerns of your article. Thanks for the insights.
http://dimanomarketing.wordpress.com/2007/06/19/the-secret-of-sending-press-releases/
9.
tdh2007 | April 20, 2009 at 7:25 am
good
10.
Tips for writing effective press releases « Designtivity | August 26, 2009 at 7:04 pm
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