Ever heard the saying, “It’s not what you say, but how you say it?” I have come to find that in public relations, that cliché holds true. Often times, the success of your news release lies entirely in how you deliver your message. A few tips:
- Be clear and concise. Your announcement needs to get to the point, and quickly. No one reading your news release should have any doubt about what you are trying to say. Be sure to clarify any terms that are specific to your industry and/or are not used in everyday language.
- KISS. Keep it simple, silly. Whatever your key message is, break it down in the simplest form possible. This is what you should lead with. You can use the remainder of your news release to explain the message more thoroughly.
- Freshness counts: Make sure your message is fresh and new. No one wants to read the same thing over and over again. Use new language to announce a new hire; don’t simply recycle the same release over and over. Reporters and journalists are much more likely to pay attention to something shiny and new than they are to the same, dull, plug-and-chug news release.
Of course there will always be some messages that, by their very nature, are more exciting than others; however, by following these three tips, you can ensure that your message will be much more effective in gaining readers’ and reporters’ attention.