When NOT to Write a News Release
March 25, 2015
By Holly Rollins
With clients always pushing to get the next big news about their company or product out there on the web, it is so important to effectively use the news release. Earlier this year, we detailed 15 reasons (and 15 MORE reasons) to write a news release to stand out.
What we haven’t addressed, however, is when NOT to write a news release. Below are five guidelines that will let you know if your story is news release-worthy or better left on your desk.
1. DON’T write a news release if you don’t plan on doing your homework.
Writing a news release is a huge investment, and it’s important to do the extra legwork that will make journalists want to write about your story. If you don’t want to do the extra work, the story is not worthy of being a news release.
2. Put yourself in the position of the reporter.
Would you want to write about this news release? Unless the answer is an emphatic “YES”, it’s better not to write about it.
3. If you are wondering whether or not this release is newsworthy, it isn’t.
If there’s any question about the relevance of this story, it isn’t a news release.
4. DON’T write a release that is clearly an advertorial. For example, an accounting firm shouldn’t write about how it is the best in its county for tax returns. Instead, the firm or CEO should give advice on how to complete or file tax returns.
5. DON’T write a release about your new web site. That’s SO last century. But, if your web site is the first in your area or industry to offer a certain service or feature—that is newsworthy, (versus just beating your chest about a new web design).
The Litmus Test
There are many Do’s and Don’ts for writing news releases. As number 2 stated above, ask if you would want to write about this topic as a reporter. Or even more importantly, ask if most people (or your intended audience) would care about your news or benefit from it in some way.
Rollins is President of 10-x Group, a Greenville, SC-based content marketing and PR firm, which was recognized as a Content Maven 2014 by the national organization Content Marketing Institute.
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