How can I make the press releases that I create stand out?

Question

Any advice, books or websites would be great. Thank you for your help.

Answer 1

I was an editor for a national medical newspaper. 75% of our content was taken from the newswires. I spent a LOT of time combing through crappy, crappy press releases.

I was going to say it depends on your content, or the area of business that you are in, but for these general tips, it really doesn't matter what the press release is about.



First of all, unless your company is a major mover and shaker, (ie. Fortune 500, traded publicly, etc.) not many people are going to care that you've relocated, or hired a new CFO.
Second, if it's a new product (or new changes to a product) that is the focus of your press release -- even if it is an extremely awesome product -- again, not many people will care.
Third, the very common, standard press release format that I skimmed and rejected went something like this:
"Company X, a leader in innovative W production, is proud to announce the introduction of the new and improved Product Y, the best solution for G in the industry with it's M feature and L tolerences." and on it goes.

Avoid that structure like the plauge!

Now that we've addressed the negative points, let's look at some things you can do to stand out.

1. A press release is for the press. The press prints news. Make your press release NEWS!
This is the most important point, so I'll go into detail.
You need to find the news slant for your press release.
What is it about your company or product that you want the world to know? Unofficially, I'm sure you just want the word out so that people will buy from you and not THEM. Officially, you need to find the news content and push that, NOT your product.
For example:
BAD: "Product Y, Made by company X, was used to do operation A. The doctors were pleased with Product Y's performance."
GOOD: "At hospital B, a common procedure was performed in a different way by doctors F, H, and I. Instead of... Then they... At one point, Product Y was used to do... Because of this... instead of..."
Then use the last, or second to last to talk a BIT about Product Y and MENTION your company.

The main difference between "GOOD" and "BAD" is the release was about the product/company in one, and about the news in the other.

2. The title is extremely important. I rejected thousands of potential articles because I was scrolling down a list of titles and I knew the articles of non "news" ones had non "news" titles.
Example:
BAD: Revolutionary Product Y, Made By Company X, Performs Above Expectations
GOOD: A Common Procedure Performed Uncommonly

The "GOOD" title makes me think there is actual news in there.

3. Avoid buzz words!
Even if your product is revolutionary, or an industry leader, or innovative, etc. don't say it. Even if the article was newsworthy, as an Editor, I would change the title and remove all the buzz words from the ENTIRE article. The reason? I'm not going to research in depth the validity of your claims that you're an industry leader, etc. Those words are overused and trite. Most often they are untrue, or only applicable in a very narrow, unimpressive way that is not mentioned.
If your product is truly revolutionary, then anyone who reads the News part of your article will say, "wow, that's a revolutionary product!"

4. Don't let your company have low self-esteem.
What I mean by that is this: You don't have to remind the readers that Product Y is made by Company X (Heh, "The leader in M type products") Don't mention your company in the title, or in the first paragraph, or with the first time you mention Product Y. This article isn't about the company -- and is not supposed to be obviously about the product -- its about the news.
A paragraph about how Product Y was developed and made by Company X is all you need. Resist the temptation to put in the buzz word sentences, ("Leader in this or that").

Now, if your press release is unofficially about your company, then simply substitute "Company X" for "Product Y" in the advice above.

You would be suprised how few news articles there are out there. (I would guess 1 out of 250 is news)

Remember, a press release is about the news.

Hope this helps. GOOD LUCK!