Business communications firm Greentarget has just released the results of interviews with 100 news reporters and editors in their 2014 Disrupting the Press Release report, and it’s clear what journalists want from firms seeking the news spotlight: just the facts.
The core findings from this report underscore the need for communicators to understand that journalists want only the vital information, and they want it immediately apparent. Don’t make them wade through a bunch of legal jargon, boilerplate text or self-serving quotes that sound like no human would ever speak those words.
In fact, Greentarget points to a perfect example of the kind of press releases journalists favor: the ones that come from police departments, who tend to follow TV detective Joe Friday’s maxim of “Just the facts, ma’am.”
And here’s why: journalists spend less than 60 seconds scanning a press release. If the value is not immediately apparent, they are on to the next one. Half the reporters and editors surveyed said that they receive, on average, 50 press releases a week. The other half said they receive more — up to 100 or more a week.
Beyond writing concise, fact-driven releases, here are some tips on how to grab a reporter’s attention:
- Email your press releases. 80% said they prefer email. Not one said they prefer a phone call.
- Craft a compelling subject line. 79% said a good subject line gets your release opened.
- Send your release early. 44% said they prefer to get press releases in the morning.
- Leave out the least important information: boilerplate language, stilted quotations, fluff.
- Be sure the journalists you are sending your press release to cover that beat and are relevant to their audiences.
The good news is that 88% of journalists said they still find value in press releases, especially those that contain thought leadership (research, surveys, etc.). Least valuable? Personnel announcements.
My experience has shown me that many attorneys are notoriously poor press release writers, both in terms of obtuse language and too much filler. When it comes to press releases journalists will pay attention to, always remember that less is more. Better yet, have a professional who knows what they are doing write your press releases.