The News Release: A Dying Art Form?
During the 7 years I was a newspaper reporter, I estimate I wrote more than 5,000 stories. Since joining the ranks of public relations (PR) professionals, I must have written an equal number of news releases.
Despite my experience, I can’t say every release is perfect. I miss the mark from time to time.
Based on a news release a new client asked me to edit recently, which was written by her former PR agency (a good company), I’d say news release writing might be a dying art form. I guess they still teach kids how to write them, but if you read this 580-word rambling, repetitive tome I edited, you might have your doubts, too.
When an organization really has news to report, a 400-word (PRNewswire’s limit before extra charges) release, can pretty much summarize the story. If a reporter/editor/producer/webmaster is interested, they will call for more information.
Of course, we all know the basics: the news release needs to answer the who, what, when, where, why and how, use AP Style, include a contact phone number, and keep the lead to 30 words (preferably 25) or less.
In some cases, you’re better off calling or emailing a 25-word story pitch and perhaps following up with a phone call, assuming the reporter is receptive to such calls.
The Lewis & Summers rewrite was 280 words. Our client’s comment, frustrated at all the writing and editing that had taken place before our final version: “You did it.”