Do I actually like press releases?

Well, I've written a couple, and I've received a lot.

And when used correctly in good practice they are a vital tool for public relations professionals and for journalists.

For those of you who don't know what press releases are, they are kind of like articles written by an organization, usually promoting either an event, or highlighting a positive aspect of the organization. These are then sent to news organization (and/or posted on the company's website) with the hopes of getting free coverage from the media.

The journalists who receive these releases can choose to use the information for their own reports, or, as I'm sure many PR people would prefer, just publish it as is.

This is a way that the two fields work together, some thing that I like about PR. (See my blog about what else I actually enjoy about PR.) Journalists get content, while PR people get exposure for their company.

Here are 4 good practices of using press releases.

1. Write them in journalistic style.

Monkey see, monkey do. If you want to be featured on a media platform, then you need to look like a media platform. Your press release should look like a regular article. (In a way that helps your company though.) I recommend following our regular conventions. AP Style. Inverted Pyramid. Quote attributions. We would much appreciate it.

2. Provide contact information

This is self explanatory so I'm not going to spend a bunch of time here. If I have a follow up question, how can I reach you? At least provide an office number and email.

3. Send at opportune times

If you email me or any other journalist on a Friday at noon, don't be surprised if it never gets looked at. My head is already in the weekend and I am trying to head out for the day. Also, it is best practice to give the journalist some ample notice before an event that you want covered. An email the night before or even an hour before your event is not enough time. We have to schedule.

4. Make a good pitch

If you want your stuff to get picked up by a news organization, you have to sell it the right way. Don't just send your release without thought. Be intentional. The email (or DM if you're into that) should have a greeting and a short and concise reasoning as to why this piece or the information in it would be useful to the journalist. Don't waste your time or theirs if you aren't going to put some effort in.