We are discussing here Many of you’ll know me since I run Imediafax, the web to Media Fax Service. I send over 1,000,000 news releases a year for people via fax and email. you almost certainly think that I’ve got news releases failing on me day in and outing.
Actually, I don’t. The news releases I write and send for people to do quite well. My clients are quite proud of me because they’re successful with their outreach efforts.
It’s the draft news releases that folks send to me that are my problem.
Fixing the issues I see within the news releases people send me takes forever. it’s also very painful.
The rubber meets the road within the news release because this single sheet of paper is that the key nexus for all communications with the media. The importance of the copy on a news release can’t be overstated. it’s to be freed from negative issues or factors which will reduce or eliminate media interest and response. One fatal error and it’s everywhere.
So identifying the issues and revising the news releases is crucial
The issue is that when people send me news releases, it often takes an extended, while to spot and communicate the issues, then longer again to elucidate and negotiate all the word changes with the clients, and longer still to finalize the news release and have it ready and approved for transmittal.
Honestly – it is often very painful for all involved. I’m quite brutal on my clients since their success is all that matters. I do not pull any punches. My comment process can bruise tons of highly inflated egos of some otherwise very accomplished people, on the thanks to a drag-free news release that maximizes the probabilities of success when finally sent. many people think they will write a news release. only a few of them can roll in the hay alright.
They simply haven’t followed the media response to enough news releases to find out the errors that are made once they write news releases. They haven’t yet learned what the mistakes are, so there’s no learning from continuous improvement.
So my motivations for doing this text
One says “Make it Hot” and therefore the other says “Cool it”. What’s a publicist to do?
So my motivations for doing this text are really quite selfish. I would like to spend less time doing this. My life is going to be significantly improved if my clients send me news releases that take less time and energy to repair. Very simply, for every and each news release that comes in and doesn’t have these problems, I’ll free myself to spend longer doing things that are more profitable for my clients and me.
The issues listed here have all been identified as reasons for the failure of a news release. this is often supported over 20 years of experience in handling the aftermath – the particular number and quality of responses generated from the transmittal of a news release.
So here are the foremost common reasons why news releases fail:
You wrote a billboard. it isn’t a news release in the least. It sells a product. It fails to supply solid news of real tangible interest, value-added information, education, or entertainment.
you’re the middle of attention, not the media audience.
You forgot to place the five W’s upfront. You didn’t clearly and succinctly tell the media why the audience would have an interest during this.
you’re too wordy and text dense. You focused on details and minutia, rather than the foremost important ideas, issues, factors, facts, and news angles. You fail to deal with the important significant impacts your story has on people.
Why News Releases Fail
You place an excessive amount of information on one page – the one-page news release features a font size so small an editor needs a hand glass to read it.
You included corporate logos and other non-persuasive low value-added graphics that distract the editor from your key message. you’ll have also used an unusual fancy font or a file format that turns to gobbledygook when it goes through a fax machine.
You wrote about features and facts and forgot to elucidate what it means to real people. Tell a story about real people. Add in real-life human interest.
You wrote about how your news ties into someone else’s fame and glory. Forget it. Never substitute the shadow of somebody else. Make your own light. Tell your own story.