The Hispanic Marketing & Public Relations weblog and podcast
has some tips on ways to create a useful press release. Among the online conversations about the imminent death of the press release, this is a post that goes in the opposite direction, stating that there are ways to make it an efficient method of communications.
I suggest you, as a media relations professional, take the following steps to get the editorial coverage your company or your clients deserve: A news release is always part of a well designed campaign, so make sure that your news release is newsworthy, newsworthy, newsworthy.
Write your news release as a news story with basic information in the lead, as professional journalists do. Do not forget to explain â€œwhatâ€ is all about, â€œwhenâ€ it will take place or took place, â€œwhereâ€ it occurred or will occur, and â€œwhoâ€ is involved in your news story. News features published by dailies, weeklies and magazines present a different writing style, but you need TV producers, editors and reporters to understand your message immediately. They do not have time to read a â€œfairy tale.â€
Never send out a Spanish-language news release, original or translated, if you are not sure your release contains a high-quality Spanish. Grammatical errors, poor vocabulary, translations replacing an English-language sentence with Spanish words resulting in a disastrous syntax, will be taken as a lack of respect.
Avoid adjectives and self-compliments media professionals hate. Do not say yours or that of your client is the leading company in its industry unless it really is. Never say, for example, â€œour talented and brilliant CEOâ€¦â€ or â€œthe best product consumers have ever seen.â€ Those phrases may take your news release to the trash can.