How to Write Reporter-Friendly Press Releases

Here’s the scoop: Most journalists don’t have time for press releases that read like, well, press releases. 
 
A 30-second Google search helped support this point. Here’s just one example of the opening sentence from a recent news release:
 
Highland Therapeutics Inc., a privately held pharmaceutical company that through its wholly owned subsidiary, Ironshore Pharmaceuticals Inc., is focused on the commercialization of JORNAY PM® (methylphenidate HCl) extended-release capsules (CII) for patients with ADHD, today announced the appointment of Stephanie C. Read as President/Chief Executive Officer, the appointment of Scott Myers as Chair of the Board and the additions of Kevin Bain and Ildiko Mehes as independent members of the Board of Directors. Stefan Antonsson, who has been serving as interim CEO will return to his role as an independent director.
 
Wait, what?
 
Clearly, the (methylphenidate HCI) isn’t the only extended element we’re dealing with here.
 
It’s puzzling why some companies and organizations feel the need to cram descriptors in the opening of press releases. 
 
Maybe there’s a reason, but it would have to be a good one to trump the actual news that they’re announcing: the hiring of a new president and CEO. 
 
Yet while Highland Therapeutics’ release happened to be among the first I stumbled across, it is not alone in sending out press releases that aren’t journalist- or reader- friendly. 
  
It doesn’t have to be this way. 
 
You can create press releases that have a better chance of getting published, or even sparking a journalist to pursue a story. Three ways to make it happen include:
 

1. Lead with the news: Obvious right? But it’s important to resist the urge – or request by others – to jam boilerplate-type information into the opening paragraph of your release. 

Rest assured, there is plenty of time to add in the obligatory information after you get to the point. So our friends at Highland Therapeutics could have started with:

Stephanie C. Read, whose 24-year biomedical career has included inventing, developing and launching new treatments for ADHD, will lead Highland Therapeutics as President and CEO.  

2. Include a strong quote that adds value or interest: I won’t dwell on the lead quote in the Highland press release other than to note it is from a board member, long-winded, chock-full of jargon, and begins with “It is my pleasure to congratulate Ms. Read…” 

When using quotes, aim for things that humans might actually say – and how they would say them in a more conversational tone. Ideally, you should use quotes to provide context and aim to avoid repeating what’s already included in your main narrative.
 
3. Write your release like a news story: If your ultimate goal is to get your news published or broadcast, it just makes sense to write it in a way that an editor can simply cut-and-paste what you sent and publish with minimal editing. 

By taking this story-focused approach, you will write a release that is more interesting and concise. You’ll also increase the chance of getting journalists to follow up to request interviews or produce a more in-depth story. And finally, a well-crafted press release can be repurposed in a range of ways.  

You have but a fleeting moment to catch an editor or reporter’s attention with your press release. 

By getting to the point, including strong quotes, and writing like a journalist, you have a great shot to separate from the pack.