How Long Does it take to Write a News Release?

Everyone -- from clients who pay by the hour, to PR agency newbies who are under the gun to produce, to profit pressed agency owners -- How long does it take to write a news release?

Worrying about how long it takes needs to be a few pegs down on the priority scale. And besides, If someone tells you he or she can write a news release in an hour, someone else will say 45 minutes, and someone else still will say 20 minutes. 

Instead of speed, worry about how good the news releases is. It is getting tougher and tougher to pitch an editor by phone, where you can revise the angle, highlight key points, clarify information in the original written release. 

Without phone follow-up, the news release really has to do all the work -- tell and sell! 

To make every release really sing, really the leap off the page, the "writing" has to start long before you hit, "New Document" in MS Word and begin to stare at a blank computer screen.

Ask these questions beforehand. What is the news value?  Who really cares? Why does it matter? The audience for an upgrade on an existing application used by a specific industry -- say hospitality -- is a lot different than a new operating system used by everyone who owns a PC. Trying to stretch esoteric, industry-specific information into the second coming leads to ponderous, pretentious releases filled with computer jargon.

Ask what's different from the expected? How does this personnel appointment differ from others in the industry. A Home Depot CEO being named CEO of an auto manufacturer is a lot more newsworthy than a lateral move from one car company to another. 

What is the personal impact? Can the reader make more money, save money or make his or her life easier, safer, better? Get at the emotional consequences too.  For example, how will using this new product make the reader feel -- more relaxed, improved status in the company, more hip, the envy of friends? 

Reporters have lives too. They have to get their work done so they can pick up their kids at soccer practice, buy groceries, mow the lawn, you name it. Be considerate of their time. Get to the point and don't waste words.  The reporters have seen thousands of releases in which Ms. CEO announces the appointment of Mr. Executive VP.... Then Ms. CEO is quoted as saying how "thrilled" she is to have "Bill" onboard. Then the next quote has Bill saying how "excited" he is to be there and is, "looking forward to the challenge." Sometimes you have to go along and include this claptrap. But for the most part, journalistic writing has become more expository -- get rid of mindless attribution and quotes. Just say it!

Does the release build brand equity? Does the release reinforce the brand. If you are writing a release about Maytag -- does the message reinforce the iconic Maytag repairman positioning. Does every Maytag release contribute to the company's unique  trouble-free position in the market? How does this release contribute to corporate goals? Does it build the company's reputation? 

Does every word in the release have specific meaning? Read a release about a new software product and replace the product with the word "piano" or "canned soup." If the release still makes sense, then the language is not specific enough to have much impact on the journalists.

Use plain English. "New Spider ETF launched." Huh? "DASD Blade Server for VOIP." What? Lots of releases are destined for technical media, where the jargon is well understood. Nevertheless, it only takes a few words to explain insider terms. The Wall Street Journal does an excellent job of defining unfamiliar business terms in its articles, even though its readership is largely made up of business and financial professionals. Techie journalists won't be offended if the release describes a "blade server" in a few words.

Does your subject line grab attention in the first four words? Since the majority of news releases go via email, the only shot at many editors is within the first four words of the email subject. "Texting kills careers, study shows," is a release subject line we used that generated press for the writing software company White Smoke.

Look outside the company. What is going on in society that relates to your news? By now we all know the economy stinks, so stop sending out releases that start with, "To help consumers during the economic downturn XYZ is selling coffee for 10 cents a cup...." What else is happening that's new? Find some demographic information to tie into. For example -- if you produce weather-resistant ceiling fans, include statistics from the National Association of Home Builders on the increase in porch and patio additions or the increasing number of homebuyers who list casual home entertaining as a favorite pastime. 

Does a third-party opinion leader support or shed light on your new product or service? If you are offering investments for seniors, then point to supporting information on the subject by AARP, or if it is a new technology, find an industry analyst to quote on the subject. 

So how much time should a release take? 

We once spent a month on a single news release -- endless meetings, research and interviews. The release was rewritten and revised more times than I care to think about. When we finally had the version ready for release, some new and powerful research on the subject emerged and we rewrote it AGAIN and AGAIN. But... that one release launched a story that generated coverage in Vogue, Martha Stewart Living (Magazine & TV), the cover of TIME magazine, hundreds of major daily newspapers and was  even plugged on the hit dramatic series Numb3rs for over TEN YEARS. 

The impact of that one release came from thinking about what we wanted to say, not how fast we could say it.