Marketing PR

The News Advisory Versus the Press Release

Want to stop reporters from tossing your press release in the trash? Try a news advisory instead. 

Want to stop reporters from tossing your press release in the trash? Try a news advisory instead. 

There is no right way to pitch a story to the news media, but some ways work far better than others. One of the weakest media relations tools is the venerable press release.

For starters, reporters, editors and producers don't like them. They smack, in their view, of attempts to spoon feed the press. As a result, press releases – despite all the energy to wordsmith every last sentence – gets wadded up and tossed in the newsroom.

Press releases have their places, which we will get to later. But a better approach to pitching a story is the news advisory.

News advisories focus on the main story hook. In a sentence or two, an effective news advisory provides the reason a reporter, editor or producer should care abut your story and its critical details. Most important, the news advisory contains links or visual assets that allow the reporter, editor or producer to scout out the story on their own.

One of the links can be to a press release that you've posted on your organization's online newsroom, so the press release is used as back-up material, not the wedge to sell the story.

The self-discovery strategy has another key quality – it leads to quicker interaction between the PR pro and the reporter. If the story hook perks interest, the reporter may want to ask quickly about other resources or contacts. Story development becomes more of a collaborative endeavor – and more likely to produce something you will feel good about.

Maybe the underlying value of news advisories is the need to zero in on the story hook – what makes whatever you are pitching news, at least in the eyes of the reporters, editors and producers you are pitching. They may like your hook or see a promising variation. Either way, you are ahead of the game.

In certain circumstances, a news advisory can prompt an invitation to write a "story" or an op-ed. This offers a chance to find out what the reporter, editor or producer wants before you start writing. You can customize the story to fit what the media wants while still incorporating your "news" message. This is way to give one media outlet something exclusive, instead of the same press release that has been sprayed around to other media.

This advice applies to online influencers. Bloggers, many of whom are former journalists, aren't more prone to wade through a pile of press releases. News advisories appeal to them for all the same reasons. You give them a chance to work with you on a story one-on-one.

Another convenience to news advisories – they can fit into the 140-character channel of Twitter. Pitching stories on Twitter has become commonplace, especially for people who take the time to sharpen their story hook and share it cleverly.

News advisories aren't revolutionary. People and organizations that get their stories out have always used more personalized outreach strategies. The digital age just allows you to be personal with more people at the same time.

The next time the boss says to write a press release with dubious news value, suggest a news advisory that you send after spending time on the story hook, not the quote that never will see the light of day.

Click here to download a copy of one of our recent media advisories.

Give Readers What's Useful, Not Useless Words

James Michener, who gave the world classics such as "Hawaii" and "Centennial," described himself as a poor writer, but a good rewriter. Aspire to be a good rewriter.

James Michener, who gave the world classics such as "Hawaii" and "Centennial," described himself as a poor writer, but a good rewriter. Aspire to be a good rewriter.

If a picture is worth a 1,000 words, what are 1,000 words worth? Too often, not much.

We are taught in school to show off with words. The more the better. If a professor assigns a 5-page essay, we write until will fill up five pages. What dolt would write just a single paragraph? It's not how you say it; it's how long it takes to say it.

In the real world, people aren't impressed by verbosity. They value brevity and clarity. They want you to spit it out. Sadly, many writers are unprepared for the task. All they know is the lesson of a 5-page essay.

WordRake, which has been spearing fat phrasing for three years, provided illustrative examples of how a simple, lean sentence can be bloated into a plumper one that says the same thing. Here is one example:

The 8-word sentence "Benjamin Franklin had a younger sister named Jane" is transformed into the 18-word heavyweight "It is common knowledge that Benjamin Franklin had a younger sister who went by the name of Jane." More words, but no more meaning.

Ten words here, 10 words there and pretty seen you've filled up a page, email, memo, white paper or website with a lot of useless words. You will have, however, conveyed some unintended messages. You are pompous. You are boring. You are too lazy to edit your own work so it sizzles instead of drizzles.

Editing your writing requires discipline and effort. You have to care, especially for your reader. Give them a break and tell them what they need to do as simply as possible.

A good place to start is writing your headline or subject line first. This will remind you as you write of what you are trying to say.

Next, write a synopsis in the 140-character straightjacket format of Twitter. This will force you to include what's essential and eliminate everything else.

Use active verbs and write in a painterly voice with colorful words and metaphors that show what you mean.

Don't believe what your high school or college teachers told you about how wonderful your writing is. It probably isn't wonderful. James Michener, who wrote more than 40 books, said he was a poor writer, but a good rewriter. Aspire to be a good rewriter. Don't be a literary litterer.

Attack your sentences like weeds in a garden. Save the blooms, pull the rest.

Give readers what's useful, not a bunch of useless words.