In every news release you send out and each time you talk to a reporter or editorial contact you need to be able identify “Who, What, Where, Why and When…”For every press release you send out make it your goal to give the reporter as much information as you can in the first two paragraphs of the release. No reporter has the time to search out the information you leave out of a press release.
Here are some tips to guide you on identifying the answers to the above:
1. Who – who is the key person making the news or who are the strategic partners and who are the contacts or a spokesperson the reporter can contact or interview for the story?
2. What – what is the news? Don’t send out a flurry of news releases that don’t really have “news”. Use your press releases judiciously and target them expertly for garnering real coverage.
3. Where – if it’s an event-driven press release, where is the event happening?
4. Why – why is it news? It’s not news unless it’s significant event. Identify in the release why this news is important. Cite industry stats or relate it to a current market event to further boost its newsworthiness. Don’t send news releases out about your company’s annual employee picnic, for example. That’s not news!
5. When – if the reporters don’t know when to show up, you can be assured they won’t show up. Give reporters time to show up, if you’re having an event don’t send out the news release an hour before the event.
And lastly, make your releases concise. Keep them timely and specific.