Publicity expert Paul Hartunian says there's no reason you can't write a succinct one-page news release.
His advice makes sense. Joan Stewart points out that scientific studies inside newsrooms have shown that reporters and editors spend an average 5 seconds reading a news release before deciding whether to use it or trash it.
Why, then, do so many of us write releases that are longer than a page?
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One reason, Paul says, is because they print their releases on company letterhead that has a thick column of space down the right or left side of the page. The column often includes names of officers, or members of the company's board of directors.
Paul calls this "wasted real estate." And he's right.
You don't have to use company letterhead, as long as complete contact information is at the top of the release. You also don't have to write longer than one page.
Routine news releases announcing things such as promotions, new employees, awards or an open house can be written in a few sentences.
But longer news releases are more effective if they're limited to one page. That's because you don't want the media to print a one-page news release. You want them to pick up the phone and call you for an interview that results in a much longer story, complete with photos.
Paul has lots more suggestions on how to write sizzling, enticing news releases that command attention and force reporters to call you. He shared them all during the teleseminar "How to Write a Killer Press Release That Stops Reporters in Their Tracks." It's available as an audio CD or as an electronic transcript you can be reading within minutes after your order is approved.
Plus, if you need additional help in creating press releases, check out Creating Powerful Press Releases and Press Release Templates
Posted November 10, 2004
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