By Jennigay Coetzer

Every press release should have an objective behind it that is in line with the business strategy, regardless of whether it is going to be distributed to the media or posted on a website. It is no good just sitting down and saying: “We need to send out a press release, so what shall we write about today?”

The organisation’s internal or external PR consultant, marketing department and designated writer should be included in the strategy process. Have a brainstorming session to identify potential target publications and come up with interesting topics to suit the type of audience each of these is addressing.

All those involved in this session need to put themselves in the mindset of the audience and consider what the reader would be interested in hearing about – not what they think the reader needs to know. My book, A Perfect Press Release – or Not? covers this and other guidelines on producing and distributing press releases. I also cover this topic in the writing skills workshops and media training workshops I run.

Having come up with a focused topic, decide who is best suited to provide the input for the rich, meaningful content required to produce a publishable press release. The designated spokesperson should be able to demonstrate a real interest in the topic being discussed. Otherwise, don’t expect the audience to be interested in what he or she has to say.

In some cases it may be better for the writer of the press release to obtain input from the person at the coal face, such as the person who designed the new product or concept being launched or is more involved with the event or deal being announced, if he or she is more knowledgeable about it than the CEO.

But bear in mind that it is risky to then attribute the person’s quotes to the top executive just to satisfy his ego or comply with corporate protocol if he does not have the knowledge to back up what has been said in the press release.

If it is an interesting story, a journalist may well follow up on the press release with a phone call and ask probing questions about the event or product being announced or the topic being discussed. For similar reasons it is not a good idea to localise international press releases just by changing the spokesperson’s name, if the local person is not equipped to handle follow-up calls.

The above article is an exerpt from A Perfect Press Release – or Not? – a guide to writing press releases, by business and technology journalist Jennigay Coetzer, which is available from the author’s website at: http//:www.jennigay.co.za. Other writing tips and media spokesperson tips are also available on her website.

Jennigay Coetzer is a business and technology journalist and author, who also runs article writing skills and media training workshops and coaching sessions.