Tag Archives: press release

Crowdsourcing the perfect press release – an update

We’ve published the results (so far) of our experiment to crowdsource a guide to writing the perfect press release, from the perspective of the journalists who receive them.

Here’s the guide as it stands at the moment – feel free to leave additional comments in the box below the article or email me (laura [at] journalism.co.uk) with your feedback.

The tips were received via a couple of blog posts, which can be read at this link to the first and this link to the follow-up post; responses to our @journalismnews Twitter account; and in direct emails.

Any feedback from the PR community would also be very welcome.

Update (July 31): Some additional comments from:

Crowdsourcing the perfect press release: some follow-up thoughts

Thanks to everyone who has commented, tweeted and emailed with their advice on writing the perfect press release – from the journalist’s point of view.

We’re doing this to create a guide for PRs, press officers and other communications professionals with no nonsense tips from those receiving the releases.

What’s been interesting from the responses so far is the degree of consensus regarding what should and shouldn’t be included.

I’d like to get your views on the following specifics too:

  • What information should the headline of the release contain?
  • Are summaries required or useful?
  • What is the optimum length for the whole release and for individual paragraphs?
  • Is including case studies useful?
  • Should images be supplied or on request?

Leave a comment below, email me (laura [at] journalism.co.uk) or send a message to @journalismnews.

Crowdsourcing the perfect press release – help us out

PressGo logo

Love them or loathe them, press releases provide the initial spark for a story for many journalists

Whether it’s the launch of a new product, a statement from a campaign group on a hot issue or details of new research, most journalists will be inundated with releases during their career (some more relevant than others, though that’s material for a wholly different blog post…).

For PR professionals and press officers they are one vital tool for publicising events and brands or creating buzz for a client.

Journalism.co.uk has its own service, PressGo, for matching press releases with journalists interested in 37 subject areas, from consumer goods and affairs to fashion, IT or the environment.

But to make this service more efficient for its users (that’s you hopefully), we want feedback on how to write the perfect press release. For example:

  • What details MUST it include and what’s superfluous?
  • What are common mistakes that press release writers make that rankle you?
  • What length/tone/format do you prefer?

We hope to create a guide – focusing on the writing, NOT distribution of releases – featuring comments from individual journalists as a point of reference for the PR community and we’d love your feedback, including your name and publication if possible.

Please leave a comment below, email laura [at] journalism.co.uk or send a tweet to @journalismnews.

KnoxNews.com: An amusingly honest email exchange

A blog post that’s a couple of days old now, but it’s just caught Journalism.co.uk’s eye. News Sentinel business reporter Josh Flory goes public on the Property Scope blog with a little email exchange between him and the developer of ‘struggling real estate project’. Flory received a draft press release (accidentally, presumably) sent to him which included some telling notes from its writers… 

Full post at this link…

Always look on the bright side of life – business website bans bad news

Nothing like a truly cheerful press release to brighten up the day, eh?

And this one is particularly chirpy: new website LaunchLab.co.uk won’t publish any more ‘doom and gloom’ business stories.

LaunchLab.co.uk is a small business website that started up a month ago and, as of yesterday, they have now decided to ban any pessimistic news about the economy.

“Confidence is a big part of what makes the economy tick,” said the site’s editor, Dan Matthews, on their website.

“All this bad news is making people feel pessimistic and scared. There’s no reason not to start a business right now, as long as you do homework and launch in the right way,” he said.

And perhaps, we might add,  come up with a quirky new angle for a press release if you want to stir up some interest a month in…

Hold the front page – women guest edit magazine

Journalism.co.uk wonders if we’ve accidentally gone back in time, or missed the point here. A press release from Wallpaper* announces that three females creatives (yes! Women! Not men!) are to take the helm at the magazine for its October issue. And it’s their biggest issue of the year! The three talented ladies have each produced 20 editorial pages, ‘as well as designing their own cover’. The press release is entitled ‘GIRL POWER: THREE FEMALE CREATIVE LEGENDS GUEST EDIT WALLPAPER*’. Say no more.