What Constitutes a Good Press Release?

I can't count all the press releases I read in 23+ years as a reporter. But I can safely say the memorable ones numbered less than a dozen.

The one thing people always want to know is, "What makes a great press release?" meaning, what should I say to get the media to tell my story and promote my business, organization, fundraiser, party or event?

The answer seems counter-intuitive, but a good press-release focuses on a story, solution or information that benefits the reader, not that promotes the sender. Take ego out of the release. Quit thumping your chest. A press release that says, "Me, me, me, me, me" is going into the trash.

I once asked a potential client to tell me about his business and what made it stand out from other businesses that did the same thing - cleaning up homes damaged by smoke/fire and flooding. He said, "Well, I was on the winning basketball team at my high school (20 years ago), and I am a member of several organizations in town and I think people want to know I started a business." I'm serious. He had never been in the cleaning business. He didn't have any business experience. He'd worked for a corporation. He wasn't famous. He wanted his press release to talk about his glory days as a high school ball player, and that people should use his business just because. I dug, trying to find something that would make a story - but he screamed at me that people would hire him if they just knew it was HIM starting it. I realized that he was a narcissist  and declined the job. He didn't do any charity work. He didn't volunteer anywhere. He didn't hold an office. He was very, very, very average in a very big town. No one cares he's starting a business. He was the perfect person for an ad salesman to approach. Because only people who wanted to hire an expensive cleaner with no experience would read about him. Sadly enough - most small businesses think they and their business are newsworthy for the same reasons - because they exist.

Editors and the media do not exist to make YOU look good, or polished, witty, charming or special. They exist to make money. To make money they have to entice readers to BUY their paper and BUY their ads. So they provide a paper with stories and information and pictures of things, events and people that offers what their readers want to read. Unless you're a fan magazine in which people clamor to read about what celebrities had for breakfast, or the details of your day, chances are no one really cares about you. If you have a story about your business, your clients, or something that would be interesting to read and lead into a mention of you, that's one thing. To believe that thousands of people want to read about you because you want to sell something - not happening.

Your message/story/press release must entertain, amuse, educate or inform. I pointed out to the gentleman above that given a lack of real news in his venture, a newspaper might have been interested in a story on a senior retiree who was once a star, but was now one of the thousands of men who was no longer on center court. The story would have been about staring a new business at the age of 65, and compared his struggle to his run to the state Championship years ago. I would have written about the challenges of buying a business you know nothing about, suggest that according to the last census the population of the city was 40% over the age of 40, and 28% over the age of 60 and that a lot of baby boomers would be curious about his experience. That, would have gotten an editor's attention. He thought that was demeaning and unprofessional. I would beat a month's pay no one picked up his "I'm great. Look at me," press release.

So, when writing a press release that you want picked up - solve a problem the publications readers have. Use headlines that sum up that story like:

10 Tips for Job Hunters (if you're a life coach, resume writer, printer, office supply store or any business that job hunters frequent for advice, supplies or things used in job hunting. Give them real, meaty, workable tips and suggestions about how to select paper for a resume etc. if you're a printer/office supply store; or the best way to dress if you're a clothing retailer. etc)

Protecting Your Identity Online Starts Offline (if you have a security business, explain the process of how identify thieves work and why knowing what to say and post online begins with setting rules offline about what your children and you and your spouse say and post online. That's a story that readers will look forward to learning more about and that editors will pick up.)

There are very businesses that don't have a story to tell. The thing business owners don't realize is that the story they're telling (Me, me, me, me, me) is NOT the story editors are buying.