Reference:
G.A. Marken. Public Relations Quarterly; Fall94, Vol. 39 Issue 3, p9-11, 3p, 1 Black and White Photograph, 2 Charts
Theme:
The article discusses some of the factors that need to be addressed when writing a press release. Remember that the objective is to entice the editor, reporter, or journalist. Accuracy is also very important when writing a press release. Although this article is based on press releases to help with marketing efforts in business, the information on what is important to say and how to say it can carry over to emergency service press releases.
Summary:
- Editors have been complaining that writing quality of press release materials has been deteriorating over the years. There is lack of clarity, brevity and directness.
- To write a good press release you should stick to basic rules. This will help to determine the real story.
1. Write in inverted pyramid style so that editors do not have to search for the most important points.
2. The most important information goes in the first paragraph.
3. Present the facts clearly, concisely and simply. Do not try to be clever. Just use plain English.
4. Do not send a press release unless there is something important to say. If too many press releases that lack importance, editors might start to think that looking into your press releases is a waste of time.
5. Tailor the copy of your press release to your intended audience.
6. If charts and graphs can be used to illustrate points, then include them. Editors enjoy a good graphic.
- A good press release is short, accurate and to the point.
- Present your information in a professional manner.
- Understand what your objective is and who the target audience is.
Application to Lesson:
This week's lesson teaches us how to disseminate information during disasters. This article teaches us good techniques on how to assemble a press release for an editor. I think that with the knowledge that we learned in this lesson along with the information in this article, a very effective press release.
Application to Emergency Services:
This article can apply to emergency services because before, during and after disasters, press releases need to be written so that accurate information needed for the public can get to them. This articles teaches us good techniques on how to write a press release to get that information out as effectively as possible.
The method to writing a press release is very strategic. First of all, you have to have accurate information. This is the most important component, because all it takes is for one person to hear incorrect information and spread it. This will significantly increase the amount of time you must spend fixing a problem that shouldn't exist.
ReplyDeleteThe other thing I find significant is that a press release is unnecessary unless there is something important to say. Social media has really helped eliminate the need for press conferences because one post can inform everyone. If there is no update, a tweet can share the information without wasting time.