A delayed, but promised post, to help fellow Leeds Barcamp attendees share the work they’re doing with their target audience in an engaging way.

Invented over 100 years ago, the press release is simply a way to supply a journalist with all the information they need to understand news from within a business. Today, despite the call that the press release is dead, at Democracy PR we understand that it’s simply evolved.

Those journalists may no longer be taking long boozy lunches on expenses, instead they could be a well respected tech journalist, a time pressed regional news editor or the reader of your own blog.

1. The Title

Needs to capture the attention of the reader and should use simple language. Think: Man bites dog …. and work to the simple rule of less is more. We often see our title puns being reproduced in print, so don’t be afraid to inject some personality e.g. Balloons! Bursts into App Store.

2. The Opening

The first paragraph of your release should be no more than three lines long and should sum up what makes the news news worthy. Featuring all the key information in the story, the Who, What, Where, When and Why. If you’re not sure how to start, begin by listing these out.

3. Hiding Information

One to avoid: journalists (and readers) are busy people. If you bury the news hook at the bottom of the press release, then they’ll bury your press release in the bin before they even get to it. The ideal structure adds detail to already presented information, each new paragraph expanding on the story summed up in the opening paragraph.

4. Quote

Quotes are an ideal way to inject real personality into a story, and should encapsulate the entire story from your personal point of view. This is the only part of your release that will be re-produced word for word if your story makes so think carefully. Try not to start with “we are thrilled…” or “we are delighted…” of course you are, tell us something interesting.

5. Tone and Style

This is a tricky one and depends on the brand you’re writing about and the type of story. A few tips though:

- Don’t embellish, who are you to say a food product is delicious or that you’ve created a ground breaking application? Stick to the facts.

- Avoid long sentences that ramble on and paragraphs that are thick chunks of text, you wouldn’t want to read it, so why should they?

- Present the information to the journalist not to the reader. This isn’t sales copy and you’re effectively just presenting a talented professional with enough information to write a story.

- They tend to be in 1.5 spacing, a throwback from copy editing by hand but it also makes your release clear and easy to read.

6. Sign Off

Press releases end with ENDS just so everyone’s clear the next page isn’t missing. This is also the place to include your contact details with an offer of a sample, image or interview.

7. Notes to Editors

This little gem of a section sits under your contact details and is a handy place to put information without cluttering your release. For example things like company turnover, number of employees etc if they’re not important to the story.

8. The Second Eye

This point is not really about you but about whoever you can get to take a second look over your release for you. As well as checking for typos ask them what they think it’s about and if it’s interesting. After all no-one thinks their own baby is ugly.

9. Sending

Almost all of our releases are sent out by email. Feel free to slip one in the package if you’re sending a sample but chances are your chosen journo will be able to find it much better in soft copy. It’s also easier all round if you copy it into the body of the email.

But don’t forget the basics you know and love – twitter, your own website etc – you already have a network around you so don’t forget to tap into it.

Quick tip: If a print journo is going to run your image, it needs to be high res (over 300dpi or approx 1MG), but don’t send it uninvited. Instead send a low res version or a link to an image online. Nothing irritates a news editor quicker than you crippling his email.

10. The Human Touch

If you really want this release to succeed you’re going to have to put some time in. The ideal position is to have relationships with all the journalists you want to write about you (although this takes time and commitment – which will distract you from doing your own job, which is why there is us!). The next best thing then is to be a real person and call them. Journalists are busy people so don’t expect a long chat but be ready to pitch your story in an engaging way in a sentence or two.

ENDS

There were a few questions from the floor at the end of the talk but if I revealed all those why would you come and see my talk at the next barcamp?

Good luck with your release writing and if you need a few pointers I’m @charliemorley