I was critiquing a client’s press release the other day.
Nothing unusual in that. While it was, in essence, a good base for a successful PR campaign, the release itself was full of “This is why I am so good” details about the author of the piece. There is nothing unusual in that, either . . . unfortunately.
You see, a news release should NEVER be used as an opportunity to toot your own horn or blatantly sell products. Rather, it should be about the reporter. Her audience and their needs, to be precise. And it should read like news, not an ad.
Your release should provide newsworthy fodder that is important or valuable in some way, so that it makes the publication’s editor think, “This looks exactly the sort of thing my readers should know about.”
