By Darren
Gilbert
That means
that, while they may be small facets, they are also important components. After
all, something that is perfect is the result of doing many small things well.
This can also be likened to your news stories. Creating better press releases
begins with a few small details.
Including quotes
If your press
release doesn’t have at least one quote in it, does it make it an unverified
news story? That is certainly a controversial question. But is it not something
worth thinking about? After all, a quote helps to give readers of your press
release context. It also helps to give your press release a little more
credibility.
Tim Donnelly,
a freelance writer and managing editor of Brokelyn.com
spoke to Leyl Master Black, managing director at San Francisco’s SparkPR.
“The quote is where you can add context to your announcement and offer an
opinion about it. The quote is where you can talk about why this is important
to the industry.”
At the same
time, you need to ensure that the quote isn’t in it for the sake of including a
quote. If you include one, do so because it has some relevance to the actual
story.
Considering the length
There is
debate about how long a press release should be. How much information should
you send? One person might argue that you should send through as much information
as possible. Another will argue the opposite: minimalism is best. You should
focus on only that which is important.
If you’re
unsure, it is the latter that you should concentrate on. Debbie Leven, a PR
veteran and person behind The PR Coach agrees. She writes, “The answer is as
few as you need to get your points across. Avoid waffle and lengthy
explanation. Keep the copy as tight as possible.”
If the journalist/blogger/writer
that you’ve contact wants more information, they will ask for it. When it comes
to press releases, less is more is a true adage. Leven continues: “If your
release runs to three pages plus, this suggests it’s an article rather than a
press release.”
Choosing good images
While your
average press release is based around the text, that doesn’t mean that you
shouldn’t include images. And in mentioning images, I’m not talking about any
image. You need to supply good, hi-res images. A small thumbnail or group shot
is no longer appropriate.
“For press
releases pitched to journalists, obtain high-quality, high resolution photos,” writes
William Comcowich, founder and CEO of CyberAlert. “Strive for high-quality
images that align with your brand and are relevant to the release.”
The point is
that you include an image that is visually appealing. After all, a good image piques
a journalist’s interest. But it’s more than that. On a website, a good image
can attract readers.
What are your
thoughts? Do you know of any other elements of a good press release? Tell us below.