5 Critical Tests Every Press Release Must Pass

You've heard "them" say it, haven't you?

By "them" I mean the experts. The teachers. Even some people from advertising & PR agencies.

They'll tell you there's only one way to do a press release "right."

Single page, double spaced, 12 point type.

Bull...

I've been working in radio and TV full time or part time since 1972, and that means I've seen thousands of press releases.

I never threw one away because it didn't fit the "classic" or "standard" format you hear about so often.

A journalist -- especially a journalist working on deadline -- doesn't care about that stuff...

There are, however, five things that *are* important, and if your press release doesn't have them, it will probably wind up in the trash in seconds.

I call them "The Five Tests Every Press Release Must Pass."

1) The Instant Eyeball Test,

The person reading the release takes a quick glance at the overall appearance.

Does it have a catchy headline, or is the top of the page crowded with unnecessary information or big graphics (like PR agency/company logos)?

Is it readable? Does it look cramped, with block paragraphs that suck up most of the white space? Will the screener have to search through a lot of print on the page to figure out what's newsworthy?

Is there any bold print emphasizing important points?

And maybe the biggest factor of all: can he/she figure out in five seconds or less what this release is about, and what action the writer would like the news operation to take in response?

Flunking the Instant Eyeball Test doesn't mean the release will immediately drop into the trash can. But if your release is poorly formatted and visually unappealing, it's definitely a strike against you.

2) The Headline Test

Even if you've just flunked the Instant Eyeball Test, you'll probably still get a chance to redeem yourself by offering a great headline.

In my opinion, this is the most important part of the release.

Give the reader a catchy, attention-grabbing, interest- provoking headline, and the battle is half won.

For a quick primer on headlines that motivate journalists to "bite," see http://www.publicity-pro.com/articles/headlines-publicity.htm

3) The Hot Button Test

The next question in the screener's mind relates to the subject of the release. Actually, there are probably several questions running through the screener's mind simultaneously:

* Is it information people need to know, or would like to know?

* How much of a potential audience is there for this information?

In other words, how newsworthy is it?

There are certain universal themes, story lines, and angles that make something newsworthy. I call them news "Hot Buttons," and they're the subject of a Special Report I've written, available free at http://www.publicity-pro.com/hotbuttons.htm

4) The "Medium Matching" Test

The first question you should ask yourself is "Who's going to be reading this, and what do they need to know from me?"

Very few people take the time to tailor a release to the medium they're pitching, but those who do tend to be more successful.

The decision-maker looks for opportunities that are characteristic of their medium.

TV news wants visuals of people doing something.

TV/radio talk or "magazine" shows look for engaging guests to interview or topics to discuss at some length.

Newspapers and magazines look for depth.

5) The "Perspective" Test

"Perspective" answers the question "What is this news release *really* all about?"

Sometimes it's obviously written from the perspective of someone who wants to sell a product. They talk mainly about that product or their company, and they offer little or no "news value." (see the "Hot Button Test" for more on the meaning of "news value")

Remember, a news release is supposed to be about n-e-w-s. It reads like an announcement or a newspaper article, not a promotional flyer or sales copy.

Sometimes a news release is written from the perspective of someone who wants to pat themselves on the back. It's the kind of self-glorification that you see in annual reports.

These news releases come off as boastful and self-serving, and usually offer little of interest to journalists.

The best news releases are those written with the media's audience in mind.

They say to the decision-maker, "Here's something you can offer your viewers that will keep them from reaching for the remote..." or

"Here's something you can give your listeners to keep their fingers away from the pushbuttons on their radio..." or

"Here's something that will compel your readers to look at the page long enough to notice the deodorant ad to the left of the column."

In other words, news organizations don't want you to "touch that dial" and switch your attention elsewhere.

Give them information that keeps their audiences tuned in, and you've got a winner.

News releases written from that perspective are the ones that get attention -- and coverage.

To see a line-by-line critique of two press releases I think are excellent, go to http://www.publicity-pro.com/pressrelease1.htm

Both these release announce product rollouts, and both pass the "5 Critical Tests" with an A+ grade.

Award winning TV anchor George McKenzie offers a free 7-part email "Publicity Crash Course," which shows you how to turn the mass media into your personal publicity machine. Register now at http://www.publicity-pro.com and start getting powerful, profitable, and priceless free publicity on TV, radio, and in newspapers and magazines.

expert residential cleaners Park Ridge ..
In The News:

The Omoway Omo X features a modular design, obstacle detection and emergency braking, and can drive itself to charging stations, signaling the future of smart urban mobility.
PillTrek, a tiny wireless smart capsule created by Caltech, provides real-time gut health data by detecting electrolytes, metabolites, glucose, hormones, pH levels and temperature.
Learn to spot fake bank text messages with five warning signs of Chase phishing scams, including suspicious links and urgent deadlines designed to steal your account information.
Robot coyotes built on motorized cars reaching 20 mph are being deployed at military airfields as an innovative solution to wildlife threats to aircraft safety.
Explore Google Drive's strengths and weaknesses as a backup solution, including its encryption security, privacy concerns and comparison to dedicated backup tools.
As environmental challenges grow, underwater habitats gain momentum with DEEP's Vanguard, supporting short missions and Sentinel designed for 28-day stays at depth.
The new Urban Eyes safety vest features dual cameras, reflective panels and a wireless remote to deter harassers and provide peace of mind for outdoor workouts.
The $200 billion data broker industry tracks your personal details across websites, posing privacy risks that can be mitigated through data removal services.
UCC Holding has teamed up with COBOD to create desert-inspired, 3D-printed schools in Qatar, featuring dune-like wavy walls impossible with conventional construction.
Darkling beetles equipped with microchip backpacks can be guided through disaster areas using electrical signals, offering a biological solution for search and rescue.
Scammers use number porting to take control of outdated landlines still connected to financial accounts, bypassing two-factor authentication to steal funds while avoiding detection.
Twitter co-founder Jack Dorsey developed Bitchat, a privacy-focused messaging app that works offline via Bluetooth without requiring email, phone numbers or personal data.
Google is making a push to ensure its AI, Gemini, is tightly integrated with Android systems by granting it access to core apps like WhatsApp, Messages, and Phone.
A new green energy system is set to change how we capture clean power, and it all starts with the ocean. French startup Seaturns has designed technology that taps into the natural motion of the sea.
Cybersecurity researchers are warning that hackers have started exploiting flaws in chatbots to carry out AI phishing attacks.
Google has just made it easier than ever to regain control of your inbox with Gmail's new Manage Subscriptions tool.
Despite the benefits, residential power saver programs come with several potential drawbacks and concerns that have been raised by both customers and experts.
The Blackdot AI tattoo machine is quiet. It's steady. And according to early users, it hurts a lot less.
Attackers have started to exploit the very signals that users assume will keep them safe when it comes to add-ons to improve productivity or entertainment.
Located on Cerro Pachón in Chile, the world's most powerful digital camera is set to transform how we see the universe.
The innovative DQ Tower stands 28 feet tall with 420 square feet of living space, featuring floor-to-ceiling windows and premium amenities in a prefabricated design.
A new mmWave imaging system allows warehouse robots to scan and create 3D models of objects inside sealed containers, potentially revolutionizing shipping processes.
Family fraud endangers seniors when relatives exploit their trust, but removing personal data online and monitoring identity can prevent financial harm to aging parents.
A study analyzing 500,000 customer service interactions shows chatbots struggle with complex issues while human agents excel at matching customer communication styles.
Aigen's Element robot uses solar power and AI to provide farmers with a sustainable alternative to herbicides, working efficiently in cotton and soy fields.

Why PR Can be Effective Medicine

When properly applied by business, non-profit and association managers, public... Read More

Top Ten Tips for Writing your Best Press Release Ever

Keep these few crucial details in mind when writing and... Read More

Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

Press Kit Elements That Work

Considering how fundamental they are to the publicist's trade,it's always... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

Public Relations Primer Part III: 10 Donts

There are all kinds of smart moves professionals can make... Read More

10 Secrets to Get Your Press Release Noticed

It's difficult enough running the day-to-day aspects of a business,... Read More

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

Do-It-Yourself PR: An Accident Waiting to Happen

Early in my career as a public relations consultant, I... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

PR - More Than News Releases

Public relations and news releases are synonymous in the minds... Read More

Why You Should Write a Book (Even if You Really Dont Want To)

Recently, I told a friend (who's a business owner) that... Read More

Is The Traditional Press Review Still A Business Tool Of The Future?

Press reviews are a common and basic feature for surveying... Read More

Attention Owners of Food Related Businesses: How to Get Publicity Any Time You Want

Attention: Who Else Wants To Get Publicity Whenever You Want... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

How PR Helps Managers Win

Anything that lets managers achieve their managerial objectives is a... Read More

10 Tips to Give Your Press Release The Edge It Needs to Make the News

Writing a press (or media) release is quite an art... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

24 Killer Press Release Secrets

1. Your press release should sound like news, not an... Read More

A Natural Phenomenon? Really?

Sure. What else do you call a human discipline whose... Read More

How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now

Public Relations (or P.R.) is a wonderful, yet often overlooked... Read More

green cleaning service Park Ridge ..