How to Get Your Press Release Published

When Senator Win Gatchalian was still the mayor of Valenzuela City, he commended our then department head, Ms. Ahna Mejia, in a tweet saying that he has the best PIO in nine years!

A PIO, or Public Information Office, serves as the marketing arm of government units. This office is usually in charge of activities linked to public relations, such as writing press releases to be sent to news editors.

A few years back, Miss Ahna huddled her writers, which was my team, to share her notes from a media relations training attended by PIO heads of Metro Manila. Based upon her notes and discussion with us, here are the 9 things to remember to get your press release accepted and published by editors:

1.       Think like a journalist.

Enough of ‘trapo’ news that overemphasizes your boss or your office’s well-doing. Provide beneficial information to the readers.

2.       Be straight to the point.

Leave flowery words to literary essays. Tell your readers upfront the information that they are interested to know.

3.       Lead should be around 35 words.

The traditional WH questions for writing leads are no longer the “in” thing. Your lead composition should entice the reader to read further.

4.       Make it interesting.

Instead of writing a documentation-type article, you may choose to create a story that could serve as a springboard to highlight the significance of the event. For example, instead of focusing on the inauguration of a new health center, you may say instead that a health facility is being brought closer to the community.

5.       Tag ownership.

There is no need to namedrop your mayor-boss in your article to emphasize his value in the completion of the project. It is obvious that if something is featured at your organization’s news portal, the attribution is already there.

6.       Cut the corporate talk.

There are different tones of English. The tone for broadsheets is different for magazines. Avoid using office jargons when writing a press release.

7.       Write as you speak.

News writing is like story telling. Do not attempt to use highfalutin words to impress your reader. The press release is not about you. It’s about the important event. Use of unfamiliar words may lead to miscommunication.

8.       Be relevant.      

Write stories that are of human interest. For example, the star on your article should be the project beneficiaries and not the public officials.

9.       Share background information.

Your press release would have more depth if a historical account is incorporated in the article. Go get some legitimate figures for your write-up.

Are you still writing your press release in a traditional manner? It’s high time to switch your style.