A good release provides an editor with a newsworthy story which is suitable for his/her publication and targeted at his/her audience and gives your company credible exposure. A bad one is nothing more than tired puffery - an attempt to get free advertising that gives PR a bad name; even worse, it doesn't do your company's reputation any good.
Based on my own experience, both as a communications professional and as a journalist, here are a few hints on writing a good press release:
N = New information - this is the hard news
I = Interesting facts - can be hard news, but more interesting
B = Background - putting the story in perspective, details about company
S = Selling points - used especially for product releases to alert potential buyers to unique selling points
S = Superfluities - material that can be cut by the editor with no loss of meaning
These should form an inverted pyramid, with news at the top and superfluities at the bottom.
In conclusion, here is a list from Ralph Cohen's "unacceptable irritations" in press releases, as compiled by a group of journalists:
Source: This article first appeared in the February 2003 edition of Home Goods Retailer.
Grapevine Communications
Marie Yossava
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