Writing press releases…Ask yourself ‘Why?’, then ask again…
Posted by: Mike Geraci | 2 January 2008 | 6:07 am
Well-written press releases get print and get printed. Key to writing a sweet press release is the author’s ability to succinctly describe the need that is met by the new person, product, service or widget-gadget-thing. But the need isn’t always clear or even remotely obvious. And chances are that you didn’t get the full strategic download from your client about why this news is “news”.
I’ve found that if you start with the news, then ask yourself “why” twice that you can drill down to the need, the reason that the new thing exists. The “news”.
I was reminded of this in writing a release about a new hire, our new social media director. I wrote the lede as news, then I wrote the ’so what?’ but it still felt weak. Then I asked myself why, twice:
News: We hired a social media director.
Why?
A: Because social media is now an integral part of a PR plan.
Why?
A: Because more and more people look to social media channels for news and entertainment and because social media channels have increased credibility and influence among younger generations.
And, there was the lede.
(WHY1)With blogs, YouTube, Facebook, Twitter and many other social media and social networks continuing to gain ground as influential channels of communication particularly among younger generations, (WHY2)social media strategies have become an integral part of public relations campaigns. (NEWS) To facilitate this shift, Base Camp Communications announced today that they have hired Kendall Card as Director, Social Media. (SO WHAT?) The addition makes Base Camp Comm. a groundbreaker in the ability to power the full spectrum of public relations – from traditional media relations and internal communications to blogging and video initiatives, social networking and word-of-mouth campaigns.
It’s a little long, kind of corporate for my taste…but definitely stronger and now has a better chance of getting picked up…by traditional media.
