Turn Your Press Release into the Ultimate Multitool by John Boyd Chief Communications & Marketing Officer Harmony Public Schools
I’m a person who loves doohickeys. Peek in my garage or kitchen and you’ll find an array of tools and gadgets waiting for the right task. I bought each with a project in mind (and some of those projects actually get done eventually). But as anyone who has ever used a spatula for an ice scraper or a butter knife for a screwdriver will tell you, the functionality of any tool isn’t revealed by what you bought it for – it’s in how you use it. In this sense, the press release is the ultimate PR doohickey. We assume it’s only good for one thing – earning media coverage – but in truth, a well-written press release can do so much more. That’s because now more than ever, newsrooms are turning to news releases as a primary source of quick, easy-toproduce content that can help them make the most of their shrinking staff and the never-ending need for more material. Even the once-frowned-upon practice of running or reciting releases verbatim is now commonplace. That makes the press release the perfect doohickey for all the goals I want to accomplish as a school communications professional. I start every press release with at least four goals in mind. Earn media coverage … obviously. Besides getting good news into the public eye, it’s also good for school spirit to see our efforts recognized in the media. Share our school system’s full story with the media … not just the story that is the main topic of my press release. This leads to more robust, better-informed coverage in the long term. Control the public message. When well-written, a press release can dictate not only the broad themes of the message that get reported but even the exact wording by which reporters will do so. 48
Spring 2022 | www.TSPRA.org
Improve our digital footprint. Local news websites can extend the reach of a message, while also boosting a school’s SEO value and bringing in more external traffic. Check out some of the tricks and tactics I’ve used to turn my plain old press release into the perfect multitool for these tasks and more. Target the Right Reporters Press releases aren’t for every reporter or every story. They are best for stories announcing breaking news, live coverage opportunities and other news journalists can report in a day or less. This makes them ideal for breaking news, weekend and general assignment reporters, as well as digital/social media producers. If your story opportunity involves something more in-depth, a more personal pitch is the better way to go. Gather Your Quotables If a journalist bites on your press release, you need to be ready to connect them with the sources they’ll need to report on your story quickly. Figure out who in your school a reporter might need to talk to, then let those people know in advance that you may need their help. This is also a great time to assess their comfort speaking with the media and provide coaching. Finally, find out when is most convenient for them to speak with reporters and consider timing your press release accordingly. Do Your Own Reporting First A reporter can sense when a story will be easy or difficult to turn around. The easier you make things on the reporter, the more likely receptive they will be. Try to get your press release as close to publication-ready as possible by doing your reporting first. In addition to tracking down sources, gather any photos, B-Roll video, graphics or other resources a reporter might need to fully report your story. Master Your Email Subject Line Reporters get thousands of emails per day, so make sure your press release is direct and contains key phrases, such as your school’s name and the subject of your story. Bonus points if these key phrases also match common Google search terms for your school, as many reporters will use your subject line for the headline of their online story.
