Key phrase “News Worthy”…  Many people draw a blank when you politely mention the press release has to be “News Worthy” or they simply reply, “ya, it will be”.  However they do not fully grasp what “News Worthy” means.

Let me break down the incredibly complicated term.
News Worthy means to be “News” “Worthy”
Well that’s dumb your probably thinking to yourself as many people do, but here is the important part.

Average Press Release = News Worthy to you and your organization
Great Press Release = News Worthy to your customers

This is where the problem occurs in most poorly written press releases.  And your probably asking, “well for a press release shouldn’t I be mostly concerned with the industry, editors and writers?”  Yes, but they are not your target market and at the end of the day they are just providing news to your customers that they are interested in.

Time and again we have received press releases from companies to be distributed or our version edited into a poor sales script about a product or service.  Press Releases are not a sales tool they are a publicity resource.  No matter how bad you are wanting to list all the great things about your product or service take a step back and put yourself in your customers shoes.

1. Hows does this product or service relate your customers?
2. Hows does it affect their lives or lifestyles?
3. What are its affects on society? Environment? Government? Etc..
4. What are its affects on the industry? Standards?

If you write about something people are interested in, it does not matter how good your product or service is it will get read.  Spend more time trying to relate to your target audience than boasting on how great your product, service or company is.

Example
From the start your press release must serve a purpose.  Possibly a product launch, or a new division or maybe some new research finding.  Let’s use a product launch for the sake of this article and a average product like fertilizer.  So you are a fertilizer company and you are looking to promote your new fertilizer in a few media outlets using a press release.  Now your company has created a new environmentally friendly fertilizer that your sure will take over the market, you just have to let everyone know about your great product.  Now how you let people know will determine the success of your first press release.  Lets look at some different options.

1) Title: Company ABC Releases New Environmentally Friendly Fertilizer
You discuss the science behind your fertilizer and how your company’s research has truly created something never done before.  You mention that the product is patent pending.  You go on to list, in no particular order, the benefits from greener grass, to safe for the environment and  to even being cost effective.

2) Title: New Green Fertilizer Safe for Kids and Pets
You discuss how your fertilizer provides the same benefits as traditional fertilizers but is safe for your kids and pets.  You talk about your company’s focus on providing alternatives to chemicals solutions. Your briefly mention the release date and patent information at the end.

Now most organizations write the number one press release which is okay and to the point, but never challenge themselves to find a way to better relate their product or service to the customer.  The press release is submitted to various outlets and there is minimal news coverage and they can’t understand why no one cares.  Its simple, you have competition everyone is using the environment now, but what does it mean to me.  Whereas the second press release immediately catches my attention to what this means to me and fortunately editors and writers have not just a green topic to write about, but a green topic that relates directly to the customer!

In summary I believe the concept is very simple, yet we continue to forget to put ourselves in our customer’s shoes and settle for mediocre writing and mediocre results.  Challenge your next press release and get the industry behind your brand.