How NOT To Write A Press Release
I am often asked to give my opinion on press releases which others have penned.
Last week a blog reader, let’s call him Mike Jones, (as he has asked me not to use his real name) got in touch asking me why his press release had failed to score any coverage.
Mike sells designer kitchens and he was really hoping this press release would win him some media exposure.
I read the release and, assuming it to be a home-made effort, told Mike where he was going wrong.
I was shocked when Mike wrote back to tell me that a professional PR person had written the release. It illustrates perfectly how PR consultants who’ve never seen the inside of a newsroom so often totally miss the point when it comes to writing for the press.
In my many years as a journalist I would say that 90 per cent of the press releases that landed on my desk ended up in the bin because they were unusable.
Let’s take a look at the first few paragraphs of Mike’s release:
SHROPSHIRE HIT BY EUROPEAN STYLE ICON!
Motorists in Shropshire should keep an eye out for this season’s classic style icon – and his car too.
Local home-style guru, Mike Jones, The Kitchen Designer, this week unveiled the latest development in his push to bring quality, timeless design to the nation – a fully branded Fiat 500.
The brand new Fiat 500 is based on the iconic 60’s original and styled as a ‘classic reborn’. It was this pedigree and distinctive look that convinced Mike to add his name to the extensive waiting list and take delivery of one of the first Fiat 500’s delivered to the UK.
As Mike explained, “I’m very much involved in a style-led business and felt the combination of classic styling and up-to-theminute technology was a perfect fit for both me and my Kitchen Designer business. Not only does the car look fantastic – an updated take on a classic design – but it has all the 21st century gadgets and gizmos you could hope for. In fact, it’s an awful
like some of our kitchen designs in that respect. There’s even room for a kitchen unit In the boot!”
There are a lot of mistakes in this. The biggest is the intro where Mike is referring to himself as “this season’s classic style icon”. I’d be willing to bet my house that most journalists would have simply thought “W**ker!” and threw the release in the bin at that point. Harsh but true.
Lesson: Don’t try to be funny. Tell it straight every time. If the media want to turn your news into a light hearted tale that’s up to them. But you should give them the facts.
Not only that but the whole story is weak and has nothing to do with Mike’s kitchen business. It reads – Mike’s bought himself a posh new car and is trying to get some free publicity.
I would have advised against using the car at all but if he was set on using it a better idea would have been to deliver a kitchen unit in the boot. Then it becomes a picture story with quotes (pre-prepared) from a delighted customer who couldn’t believe her eyes when her new kitchen arrives in a sports car. That just might work, but this – no chance.
If you would like me to give an opinion on your press release email me at steve@pressmanpr.co.uk.
Squidoo: I now have a Squidoo page where I describe ten steps to create a snappy press release. Click here to visit and please rate it.
What I’m Reading: I am currently reading The E-Myth Revisited. A fantastic book detailing how many business fail because the owners are trying to be all things to all people. Thanks to Kevin Heppell of Sequential for the book!
More Pressman Success: My current incredible run of national newspaper hits for my clients just keeps getting better and better.
In the past three weeks I have had page leads in The Sun, Sunday Express, Daily Mail and Daily Mirror.
Gerry Campbell, the founder of Bagnificent has emailed me to say hits on her site have gone “through the roof” after her company was featured in the Mirror so that’s very gratifying and shows the incredible power of PR in action.
I also had page leads in the Brighton Argus, Nottingham Evening Post, The Leicester Mercury and The Derby Evening Telegraph.
I am currently negotiating with a number of TV producers on behalf of a client – there is a lot of interest so watch this space.
It’s a very exciting time at the moment and I seem to be on fire with everything I touch turning to gold right now (hey, it’s no good being modest when you’re running your own business!)
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Tip 2: Use the link at the top or bottom of this page to join Touch Local. You can join for free to create a simple listing - which will help - but I recommend creating a full listing which will allow you to include your website url. You’ll find the phone calls and emails soon start flooding in with new inquires. There are some great SEO books in my bookshop.
Pressman Seminars: If you would like to find out how to slash your advertising spend yet gain lots of great publicity for your company, how to plan your PR strategy, how to find an angle about you and your company that the press will love, and how to craft punchy press releases that journalists won’t be able to resist, then come to one of the Pressman seminars.
Seminars take place in Nottingham and run from 10am to 4pm. The cost is just £295 per person with lunch, parking and tea / coffee all included in the price. I will take you through exactly what the press need and want and help you identify what aspects of your company, products and services, are PR-able.
I will work with you on an individual basis to help you create a perfect press release to kick start your campaign. You are guaranteed a marketable release – if it isn’t finished on the day I will complete it for you later and email it to you within a couple of days. If you would like more details email me at steve@pressmanpr.co.uk with “seminar” in the subject box.
I for one can vouch for Steve’s ability to create a great Press Release. The Press Releases he wrote for me got me tons of publicity. Writing a good one is an Art and (having worked in the Press for years) Steve really knows how to write one so a journalist will be interested - the vital factor.
Shed Simove, Author of ‘Ideas Man’