Published March 2003

When crafting a news release, know your story, who should get it

Q. Our small manufacturing company is poised for growth with the release of a new product. We want to make a public announcement, but our marketing budget will not allow the hiring of a public-relations specialist or even a PR firm. Could you offer some “do it yourself” PR advice to guide us?

A. With over 35 years’ experience in news, and the recipient of dozens of press releases weekly, I have strong opinions about what works, and what doesn’t, in the wily world of business public relations.

First, I suggest that you reconsider your decision to approach this project internally. Unless a member of your management team has had extensive news experience, you might consider hiring a qualified free-lance writer (and photographer, if needed) to craft your message clearly and concisely to attract maximum attention. Free-lancers are capable of delivering high-quality work at a fraction of the cost of an advertising or PR agency.

Even so, your management team will have the final say as to what is released publicly about your company and new product, so here are some basics to be aware of regardless of who produces your news release:

Define the project. First, decide on the key messages you want to communicate and the audience that will receive them. For instance, a news release directed toward your community news media might emphasize your company’s expansion plans, while a release directed toward trade press outlets might focus on the new product.

Define your expectations. Is your “PR project” part of a larger marketing effort to generate sales of new or existing products or more of a “community relations” initiative? Knowing what response you want to generate will guide you to carefully define what media outlets — newspapers, TV or radio, business or trade newsletters, journals or magazines — you want to target.

Adjust your attitude. Public relations is just that — relating to a public. PR is not a vehicle to obtain free advertising, although done well, it can achieve this otherwise elusive goal. Think: How best can we communicate to our various communities the news of what we are doing? Then do just that.

Communicate clearly. Unless telling your story to industry-specific sources, avoid “business speak” like the plague. Adding jargon, abbreviations or writing in convoluted verbiage does not, as many think, make a communication more serious or professional. Write or speak as if you were explaining what you want to family members at the dinner table.

Think news. The goal of a news release is to generate interest among the news media in your story. If you can’t define “your story,” perhaps you have none and shouldn’t be wasting time and money on producing a release. News reporters and editors are busy; the worst thing you can do is waste their time.

If your release can start by saying: “Locally based HWJ Corp. will increase employment 20 percent at its Avenue J plant due to a new product expansion it announced today,” then you have a story. If you say, “HWJ Corp. is pleased to announce a new version of its hydraulic high-capacity electronic waste water pump (HHCEWWP),” your release may well find its way to the editor’s recycle bin.

Think business. Involve area businesses in your announcement. Every business has neighbors. Arrange with the local chamber of commerce or economic development council to co-sponsor an “open house” where other businesses can be introduced to your new product and a tour of your facilities. It will help get the word out.

Eric Zoeckler operates The Scribe, a business writing service with many Snohomish County-based clients. He also writes a column on workplace issues, which appears in The Herald on Mondays. He can be reached at 206-284-9566 or by e-mail to mrscribe@aol.com.

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