Reading my bloglines against for the first time in a while i've come across Tod Maffin's Media 2.0 post calling for a new way of writing media releases. Note, this is not referring to the social media release.
It's a good read, he's revised a press release from Bell Canada and you can download his updated version
Much of my experience comes from regional newspapers and specialist magazines. These are filled with staff which really wouldn't know what to make of a social media release, they would probably find it a complete waste of time. They prefer traditional press release format, which they can rewrite into a news story.
However they note there is a huge gap between what PRs want to say, and what their readers want to read. This often prevents good news releases from making its way into print. There are obvious gains then for PR agencies writing news releases in a lively and refreshing style. The challenge isn't rearranging the structure of a press release. Cutting the sections into a story summary, quote, background isn't going to work.
I believe, for regional/specialist PR at least, the opportunity is about taking a different angle entirely. Delve a little deeper, ask about the other interests and hobbies of the people concerned. Most importantly, try to write about people, not companies. Try some fun and humour, get a professional photographer and experiment with a range of images. Use short sentences, clear language, unusual headlines.
12 November 2007
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4 comments:
I'm not sure what the point is, here - write press releases that are more like news stories?
Tis is a nice idea, but writing like a hack takes a bit of practice and the updated press release doesn't quite work. Take just the intro:
Bell Canada is now offering [NOW IS REDUNDANT] unrestricted MP3 music files on its music store [SURELY, SHOULD BE IN A STORE OR ON A SITE] at
musicstore.sympatico.msn.ca. This is the first time commercial DRM-free music has been
available for purchase in Canada outside of [WHY OF?] the iTunes music store. It is the least expensive way
to buy such music. [WHY NOT WRITE IT'S THE CHEAPEST?]
This isn't meant to sound catty (honest) but my point is that most PRs can't write news intros and why bother? I'd much rather have a vanilla release that's well written and clear than a press release that's "lively" and makes no sense.
Sally, you're turning me on.
What's truly "refreshing" is finding yet another person who thinks for themselves.
Your summary of Tod Maffin's "press release"(typically offered as an example of how to do it, yet essentially directed to spare him any effort as a reporter) as lively and making no sense pretty much covers all of Tod's creative ideas.
I'm not sure where these people learned their trade. But isn't all of that what PR people ARE supposed to do. At east, they are in my classes.
I'm not sure where people learn their trade/profession. But isn't all of that what PR people ARE supposed to do. At least, they do in my classes.
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