Give Them News or They'll Snooze

by George McKenzie
Former TV Anchor and Radio Talk Show Host

 
One of my friends recently sent me a draft of a press release he'd written and asked me to critique it for him.

He was hoping to get generate some media interest in a report he'd authored about writing copy for newspaper ads.

He said he wanted to strengthen the lead sentence in the body of the copy, which read something like:

"Newspaper ads can be a powerful and productive part of anyone's marketing campaign..."

That's definitely true, I pointed out...but it has ALWAYS been true. An editor would be likely to ask, "What's new
about that?"

Reporters, producers and editors are always looking for "news value" in a press release. To get a positive response, your release has to say "I've got news for you!"

So I suggested a slightly different approach.

Here's the revision I sent back to him:

(Headline) It all "Ads" Up--Newspaper Ads Are Back

(Subheadline) Whether you’re selling jewelry or jalopies, classifieds are a potent promotional vehicle for small business -- but only if they’ve got the

"write stuff."

(Body) In the dash to board what looked like the "new economy" gravy train a few years ago, millions of business owners switched advertising dollars away

from traditional ads in newspapers.

"A lot of them now wish they hadn’t," according to business expert James Wilson.

"While many internet advertising initiatives never delivered on expectations," Wilson adds, "the old tried-and-true newspaper ad still seems to provide a

good return on investment."

"But," he continues, "You’ve got to make sure the ad is well written. Advertising budgets have become so stretched, you can’t afford sloppy copy that

doesn’t get the results you need." (end of revised release)

Now the copy is hitting a news "hot buttons."

These are certain universal themes, story lines, hooks, tie-ins and angles that make something "newsworthy."

There are dozens of them. Controversy, record-breakers, milestones, celebrities, human interest stories, scandal,conspiracy, government malfeasance, etc.

I call the hot button in this particular case "myth-busting."

Myth-busting occurs when evidence surfaces disputing conventional wisdom or accepted patterns of thought.

What's the myth in this case?

The idea that the internet is going to make newspaper ads obsolete.

The report James wrote "busts" that myth.

Editors, reporters, and producers love to bust myths. It's a big hot button.

So when you're composing a release, remember--you have to find a way to connect your release to a hot button.

Without it...your press release will never "make the news."

Instead, it will become "history."