Early Release
Early Release
Stop Writing Press Releases. Start Writing News Releases
Recommending that you stop writing press releases and start writing news releases is not a play on words. It is sound advice.
In common parlance, “press release” and “news release” mean the same thing. However, the terminology people use often betrays a fundamental difference in how they put this information together and how well it is accepted by the media.
Early in my career, I was editor of a daily newspaper and later a writer with The Wall Street Journal. One of my jobs was to screen submissions to decide which ones we would print and which ones we would throw away.
Approximately 80 - 85% of submissions failed the first screening, a life or death decision usually made within 60 seconds or less. On the other hand, the vast majority of those that survived this first screening also survived the second one and were ultimately published.
What made the difference? Basically, it was in how the author of the document viewed the material being submitted.
· Losers. Information a company or organisation wanted to see printed for its own benefit.
· Winners. Information a company or organisation wanted to see printed for its own benefit and the benefit of our readers.
In both cases, the submitter had something to gain if we published the release, i.e. positive publicity. However, in the first case, the focus was on only how the submitter would benefit from publication. In the second, it was on both how the submitter and our readers would benefit.
A Concrete Example
If all this sounds a bit theoretical, here is an example to make it more concrete.
After leaving The Wall Street Journal, I was an account executive with a major international press relations agency. One of my subordinates presented me with a typically self-serving press release he wanted to distribute on behalf of his client.
The headline was something like:
Egotistical Industries gains major new
contract.
The first paragraph said something like:
“Tom Bighead today announced that Egotistical Industries has won a $350,000 contract to supply window sealants for the new sports centre currently under construction in Baden-Baden, Germany. Egotistical Industries was founded in 1989 by Mr. Bighead and his brother George, and is now considered to be the leading company in its field. Last year the company’s sales were . . . .”
In the fifth paragraph, if anyone would read that far, we learned that the sealant the company would supply had the property of not freezing in cold weather, so work on the sports centre could be carried out in December, rather than waiting for warmer weather in March or April.
This of course was the true story. If you are a reader of a professional construction magazine, you couldn’t care less that Egotistical Industries has a new contract. By contrast, you could be vitally interested in knowing that you could possibly gain three months on your construction schedule by using Egotistical’s product.
More importantly, editors of professional construction magazines would view the release this way.
Remember: Editors are vitally concerned about what their readers want to read, because if they lose readership, they lose their jobs. The real target of your release must be the editors. They are the gatekeepers. If they value the release, it gets published; if they don’t, it doesn’t.
We therefore rewrote the information into a news release with the headline: Windows in Baden-Baden Sports Centre will be sealed in the dead of winter, saving the contractor approximately $30,000 in labour costs. The first paragraph, and as many additional paragraphs as necessary, elaborated on this very attractive theme. The background information about the company came at the end of the release where it justifiably belonged.
The Short Road to Nowhere
Here’s another example. As a marketing communication consultant, I was asked by a client to write a release announcing an important new service. I was told to limit the release to 400 words. “Why 400 words?” I asked. “Well, it’s our policy to keep our releases short. Journalists like that.”
The problem was, I couldn’t find a way of saying everything that needed to be said in only 400 words. The client was insistent. I finally produced something at 400 words which the client felt was exactly what was wanted. But when the release was issued, no one published it.
The client called a few newspapers and magazines to find out why. The answer was, they just didn’t see anything that would be of interest to their readers. I then called a couple of these newspapers and magazines and asked, “Do you think you readers would be interested in X.” “Yes, why didn’t you put that in the release?”
Well, I had. But under the stricture of the 400-word limit, it had become so severely condensed as to be cryptic. It was there—if you knew what to look for. The function of an effective release is to give information, not challenge journalists to find it.
I rewrote the release. This time it came out to 650 words and was widely published. Why? Because it had been transformed from a press release, i.e. what the client wanted to say, into a news release—what journalists believed their readers wanted and needed to know.
Each time you start tapping at the keyboard, keep uppermost in mind the aspects that make a release a “news release”.
· First, a release gets published only if editors feel that it offers something their readers want and need to know. So make certain that it does.
· Second, there is no “correct” length for a news release. To paraphrase a sexist joke (I apologise, but it is just too pertinent), a news release should be like a miniskirt: short enough to be interesting, and long enough to cover the subject.
About the Author
Philip Yaffe is a former reporter/feature writer with The Wall Street Journal and a marketing communication consultant. He currently teaches a course in good writing and good public speaking in Brussels, Belgium. Visit CEO Europe to see more CEO expert files. http://www.ceo-europe.com CEO Europe is an international top executive recruitment company with a daily growing pool of top managers worldwide, fully iCEO certified. CEO Europe’s fast, flexible and global solution “Management on Demand” combines interim management and permanent recruitment for local and cross border top executive recruitment needs.
Fixing an Over-the-Top Golf Swing : How to Correct an Early Release in your Golf Swing: Part 1
 |
 Total 7 CD Aug 2006 2 Discs Kompakt  US $9.07
|
 Mutoh America’s ValueJet 1614 64 hp inkjet 1614 US $12,000.00 |
 ESS CROSSBOW 2X COMPLETE EYESHIELDS US $95.00
|
 Shipping CRICUT EXPRESSION Cartridge CHRISTMAS CARDS US $24.97
|
![Asa Breed Digipak] by Matthew Dear CD Jun 2007 G](http://www.goldbarsbullionbars.com/images/e/250691012545_0.jpg) Asa Breed Digipak] by Matthew Dear CD Jun 2007 G US $.99
|
![Bug Remaster] ECD] by Dinosaur Jr CD Mar 2005](http://www.goldbarsbullionbars.com/images/e/250691033766_0.jpg) Bug Remaster] ECD] by Dinosaur Jr CD Mar 2005 US $.99
|
 The Simpsons 2nd Season Collectors Edition US $5.00
|
 Cabin Fever DVD 2004 Excellent US $.99
|
 VINTAGE 1993 AWESOME NEW SPIN DOCTORS BAND STICKER US $1.99
|
 BMW X5 X5 4DR AWD 04 X5 44 116K MILESNO RESERVE 1 OWNER NAV CLN CARFAX US $14,000.00 |
 New CRICUT EXPRESSION Cartridge CHRISTMAS VILLAGE US $24.97
|
 8 OLD SCHOOL hip hop records Mid 80s ELECTRO RAP US $16.98
|
 1 CENT CD Van Morrison Pay The Devil 2006 SEALED US $4.01
|
 Mission Impossible II US $.01
|
 Hillbilly Fever Vol 2 Legends of Honky Tonk CD US $11.99
|
 Collected Works by Simon Garfunkel CD Jan 1990 US $5.99
|
 JIM CROCE 50TH ANNIVERSARY CASSETTE 2 NEW IN PLASTIC US $.99
|
 BARBRA STREISAND STONEY END NEW SEALED CD US $4.29
|
 The Charles Bronson Film Collection DVD 2004 US $.99
|
 White Winds by Andreas Vollenweider CD Oct 1990 CBS US $4.99
|
 PRINCE The Hits 2 CD MINT CONDITION US $.99
|
 Disneys MONSTERS INC DVD 2002 2 Disc Set US $7.50
|
 Dirty Harry VHS Clint Eastwood Collection US $1.75
|
 cz36 THE BIG COUNTRY HESTON PECK GREAT 4sh POSTER ITALY US $88.99
|
 ONE TROY OUNCE 100 MILS 999 GOLD COLT WALKER GUN BAR US $.99
|
 go96 LA DOLCE VITA FELLINI rare FRENCH POSTER US $38.99
|
 The Rolling Stones Long Beach Concert Poster 1965 US $15.00
|
 Ten by Pearl Jam CD Aug 1991 Epic Associated US $3.99
|
 Shipping CRICUT EXPRESSION Cartridge THANKSGIVING US $24.97
|
 The Rolling Stones Decca Promotional French Poster 1965 US $15.00
|
 The Rolling Stones In Drag Photo Poster 1966 US $15.00
|
 The Rolling Stones SMU Concert Poster 1969 US $15.00
|
 The Powerpuff Girls Movie DVD 2002 US $1.04
|
 The Rolling Stones Gimmie Shelter Movie Poster 1970 US $9.99
|
 Snow White and the Seven Dwarfs DVD 2001 Special US $6.50
|
 THE BYRDS TURN TURN TURN 7 BONUS TRKS NEW CD US $5.99
|
 THREEA ASHLEY WOOD WWrp Blanc de Plume Limited NR US $132.50
|
 ITS A BEAUTIFUL DAY 1st 1969 CD RARE White Bird US $24.99
|
 The Rolling Stones European Tour Poster 1970 US $15.00
|
 The Rolling Stones USA Tour Poster 1972 US $15.00
|
| Powered by phpBay Pro |
|
|
SOUTH PACIFIC - EARLY RE-RELEASE (ORIGINAL LOBBY CARD SET) Movie Poster SOUTH PACIFIC - EARLY RE-RELEASE (ORIGINAL LOBBY CARD SET) Movie Poster11" x 14" (each) Original Lobby Card Set FlatSingle-sidedAll Movie Poster Orders ship with at least one Free Random Movie Poster gift!... |
|
|
Hot August Night/NYC: Live From Madison Square Garden, August 2008 (DVD/CD) $15.99 Recorded live at New York's Madison Sqaure Garden in August 2008, Hot August Night/NYC captures Neil's phenomenal four-night sold-out run and presents definintive versions of classic tracks, audience crowd-pleasers, personal favorites of the artist, and the first concert versions of songs from his recent releases - the critically-acclaimed 12 Songs (2005) and Home Before Dark (2008) which debuted ... |
|
|
Road Trips: Vol. 3, No. 3: Fillmore East 5.15.70 $44.89 Disc 1: 1. Don't Ease Me In 2. I Know You Rider 3. Ain't It Crazy (The Rub) 4. Long Black Limousine 5. New Speedway Boogie 6. Casey Jones 7. St. Stephen> 8. That's It For The Other One> I. Cryptical Envelopment II. Drums III. The Other One IV Cryptical Envelopment 9. Cosmic Charlie 10. New Minglewood Blues. Disc 2: 1. Deep Elm Blues 2. The Ballad of Casey Jones 3. Silver Threads And Golden Needle... |
|
|
Chicago Transit Authority (DVD - Quadraphonic) $59.67 Rhino Handmade raids the vault again to release Chicago's chart-topping debut, CHICAGO TRANSIT AUTHORITY in true, discrete Quadraphonic sound for the first time ever. Mastered from early 1970s Quad mixes, the DVD offers unheralded takes on the band's unique fusion of rock and jazz. CHICAGO TRANSIT AUTHORITY rose to the top of the charts in 1969, with 12 unforgettable tracks including the hit sin... |
|
|
Rubberface (original release) Originally entitled "Introducing Janet", this film is one of Jim Carrey's early intro's into film and was first released on the Vidmark label. For that reason alone, the video is a must-see for Carrey fans who would be interested in seeing Carrey quickly transform into the comedy dynasty he was about to become. Adah Glassbourg plays Janet in this 48 minute long made-for-TV movie. Janet is an overw... |
|
|
The Beatles: A Hard Day's Night [Blu-ray] $32.89 Available for the first time on Blu-ray, A Hard Day's Night includes new footage, enhanced picture, digitally restored soundtrack, and a 12 page collectible photo insert. Special features includes hours of rare and new material. Video is in 1080i 16x9 high definition with 5.1 DTS-HD Master Audio and 5.1 Dolby Digital audio. Amazon.com essential video The Fab Four from Liverpool--John Lennon, Paul ... |
|
|
Straight No Chaser: Live at the Musical Arts Center $169.99 In 1998, the founding members of Straight No Chaser performed to a sold-out crowd at Indiana University's Musical Arts Center. It was captured on video by a three-camera video crew, but the company that filmed the concert went out of business soon after, and the tapes were never seen by anyone. Eight years later, with the group's 10-year reunion approaching, Randy Stine (an original member of SNC)... |
|
|
AliMed® Early Warning E-Z Release Seatbelt Alarm $178.45 AliMed® Early Warning E-Z Release Seatbelt Alarm  Help Stop Falls Before They Happen With AliMed Early Warning Alarm Systems  Do all you can to get ready now for nonpayment for &ldquo never-event&rdquo -related injuries. Give yourself an extra margin of safety. Use AliMed&rsquo s early-warning alarm systems to protect your patients, protect your facility&rsquo s reputation and protect aga... |
|
|
Early Warning E-Z Release Seat Belt w/Basic Alarm $109.55 Early Warning E-Z Release Seat Belt w/Basic AlarmAliMed® Early Warning E-Z Release Seatbelt w/Alarm alerts staff before patient gets up. The alarm sounds as soon as the patient disengages the fastening buckle. Provides an extra margin of safety for those more active wheelchair patients.  As an extra safety feature, the Early Warning E-Z Release Seatbelt has an extra 12" of hook and loop fabri... |
|
|
Early Warning E-Z Release Seat Belt w/IQ Duo Alarm $135.25 Early Warning E-Z Release Seat Belt w/IQ Duo AlarmAliMed® Early Warning E-Z Release Seatbelt w/Alarm alerts staff before patient gets up. The alarm sounds as soon as the patient disengages the fastening buckle. Provides an extra margin of safety for those more active wheelchair patients.  As an extra safety feature, the Early Warning E-Z Release Seatbelt has an extra 12" of hook and loop fabr... |