Chris Wailes, VP in Houston, educates readers on how to bring press releases back to life in the Bulldog Reporter’s Daily ’Dog PR Hub.
Over the course of public relations history, no single tool has been deployed as often as the press release. It can be said with certainty that no tool in the PR toolbox has been so abused, folded, spindled and mutilated (or now, mass deleted). Self serving interests and overzealous CEOs have taken this legitimate vehicle, forgone legitimate “news value” and relegated it, in receiving hands, to a yawn at best, and spam at worst.
Yet, the trumpeted death of the press release is greatly exaggerated. A bit bruised and suffering from low self esteem at the hands of PR pros following client orders, the press release can be returned to its rightful place as a powerful communications tool if those charged with its care take time and consideration to eliminate many of the most grievous press release sins of content and character:
– The art of the headline
– What? So what? Now what?
– Jargon and acronyms
– Burying the lead
– Follow the inverted pyramid, because editors read from the top down and cut from the bottom up
– All text, all the time equals boring
– The missing link(s)