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 “what” is all about, “when” it will take place or took place, “where” it occurred or will occur, and “who” 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 “fairy tale.”
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, “our talented and brilliant CEO…” or “the best product consumers have ever seen.” Those phrases may take your news release to the trash can.