In communications, there is a debate over whether traditional or legacy media is withering on the vine, and that social media is the new frontier when it comes to winning hearts and minds.

That debate extends to whether the old fashioned press release is dead when it comes to sharing news. Why issue a press release when you can announce a new album on a podcast, or spruik a product launch with a video reel across multiple social platforms?  

Of course, it depends on what the news is and the audience you’re after. Issuing a press release and then sitting back and waiting for media to pick it up – also known as the spray and pray approach – is undoubtedly outdated. However, if there is a story you want to land in traditional media, which is still highly valuable, the press release is not dead.

Newsroom inboxes are still inundated with them. If your organisation has a big announcement, is launching a major event, a game-changing product, staging a press conference, or is behind a world first medical discovery, here are some simple tips to add polish to your press release.

Put the news in the first paragraph

What is new needs to be clear immediately – it’s called the news after all, not the olds.

This sounds incredibly obvious, but any newsroom Chief of Staff will tell you the number of times the news is buried six paragraphs deep is frustratingly common.

On a busy news day, no one in charge of setting the news agenda and producing a story list is going to read through to paragraph five or six, if the start of your release is a history lesson about how great your company is, or a scene setter going over history.

Grab their attention. Tell them what’s new straight out of the gates.

Also, because newsroom staff are busy, sometimes email attachments are missed, so attaching the press release and copying the words into the body of the email is a good idea.

Write in plain English

The road to a newsworthy announcement can be long and arduous. Deciphering a press release shouldn’t be.

Leave industry jargon aside. The journalist receiving your press release, or the Chief of Staff or whoever is manning the general newsroom inbox, is unlikely to be an expert in your line of work.

Explain in clear language why your announcement should matter to a wide audience, not just why the issue or new piece of information is important to your company.

Getting to the point in simple language earns trust, and newsrooms are interested in people who can get their message across simply and with impact.

Include extras

No matter the medium, pictures make the world go around.

Even radio shows regularly refer their listeners to pictures or footage posted on their websites or social channels.

Where possible in your press release, include links to reports, fresh data, graphs, animations, b-roll footage, maps, or anything else that visually aids storytelling or offers more insights to flesh out the news.

Newsrooms like to use graphics to help illustrate a story, and providing them the building blocks they can adopt or use as a base is welcome.

If a television newsroom doesn’t have a camera to spare, providing b-roll footage shot by a professional can be the difference between being ignored or getting coverage.

Don’t send it too early

Traditional newsrooms with daily (or in the case of radio or online – hourly) deadlines typically don’t plan far ahead, unless it’s for a major story.

They start every day with a blank screen and fill in the story list from dawn. That list changes throughout the day. Calling a newsroom six days out from your event asking if they’ve seen your press release will likely only irritate, because it shows you don’t know how a newsroom works or what pressures the staff are under.

Journalists are dealing with tight deadlines and shrinking budgets and rosters to produce more content than ever before. In many cases, it is best to send your press release the day prior.

If the news is embargoed, clearly state it at the top of the release, and in the body of the email. If it involves an event and you must check for attendance, call the newsroom early in the morning to ask if they plan on covering it – but be aware news changes hourly.

Be available

After your press release is sent out, it’s a signal to the newsroom that you are available to answer questions and to help co-ordinate picture opportunities and interviews.

Double check contact details are correct. Know exactly where your talent – the people available for interview – will be, and what windows of availability they have. Post your press release on your organisation’s website so it’s easy to find.

A well written, clear press release with links to further information is truly a breath of fresh air to newsrooms with overflowing inboxes. Even if your story isn’t picked up on the day, if your release stands out, journalists will file away your contact details under the relevant topic for future reference.  

A press release can still serve a purpose when you need to land a message in traditional media. You will likely reach hundreds of thousands of people, and even more when the content produced is circulated online.

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