5 Questions to Ask before Writing a Press Release

September 7, 2008

Before you start to write your next press release, you should consider the following questions.

1. Is it News?
2. What do I want to accomplish?
3. Who do I want to see the news – primary and secondary audiences
4. How do I want to distribute it?
5. Is the news time sensitive?

Is it News?

This is the most important question to ask before writing a press release. Not everything is worthy of telling the media about – others simply don’t need to be formally presented as a press release. Also, what is news to one publication isn’t news to others.

For example, a press release about the hiring of a new VP of Sales probably isn’t newsworthy to Suburban Nitelife, but it would be to the Business Ledger and the business editors at Courier News and Daily Herald.

What do I want to Accomplish?

A press release isn’t a magical tool that can do everything in one page of text. Each press release should have a specific goal and a specific media target. For instance, when we promote festivals like Duckapalooza this past weekend, we created the following:

Long Lead Press Release

Targeted to general area media – it was specifically designed for event calendars and assignment editors. This was distributed about a month before the event. To be included in event calendars, you must distribute your news a minimum of 30 days prior to the event.

Business Media Press Release

Promoting our involvement with creating the website and PR for the event. This was distributed to local business editors and also national business editors that we like to keep in contact with.

Short Lead Press Release

Targeted to local media – this was designed to update and remind local reporters about the event. This release added details about vendors and events that weren’t confirmed in the Long Lead version. The goal of this release is to bring reporters out to the event to write follow-up stories.

Post Event Press Release

Targeted to reporters & media who covered this year’s event. This press release will be distributed about 30-60 days following the festival and will provide some details about the success of the event as well as dates and preview of next year’s event. The goal is to get additional media coverage as well as provide super long lead information for event calendar people.

Ultimately all these press releases also have the added benefit of generating one-way inbound links from online media as well as from the press releases themselves as they are hosted by online newswires.

Who do I want to See the News?

This is a two part question. First, consider what audience you want to see the news. Generally this would be the people who watch, read, or listen to the news. Second, consider what media those people watch, read, or listen to.

How do I Distribute the News?

Depending on the answer to the above questions, you have a variety of methods to distribute your press release. Each news piece is different. One example is that I usually send hard copies of press release and photos to national media when pitching gift guide items.

Is the News Time Sensitive?

This final question determines how you write your press release in response to the questions you answered above. It can also determine if you send out a press release, or simply pitch individual media on the story.

Posted in Public Relations