Why we need a new press release format
The following are examples of guaranteed-to-land–in-the-trash press releases which were sent out on PR Newswire or BusinessWire, (with names changed to protect the culprits.) Each one is followed by a version re-written utilizing the principles of Reality PR, my trademarked approach to effective publicity. Several also include before and after email pitches.
Taking journalists' time constraints and interests into account, each release has been revised to fit the new, easy-to-read, fast information Reality
PR press release format for the Information Age.
Writing anything that will be read from a computer screen -- whether it's a press release, pitch letter, Web site content, blog entry or discussion group post -- requires a different style than you'd use on paper.
Writing is taught as if the Internet didn't exist, even in journalism programs. The major press release wire services allow 400 words for a basic press release. The problem is that 400 words is about 150 words too many for most releases.
Journalists read from a computer screen all day long. They are inundated with emails, releases and words in every format, from discussion group posts to blogs. When you learn to write tight, short and in a screen-friendly style, you can exponentially increase your chances of catching a wired journalist's eye.
