What Makes an Effective Press Release ?

Length, pitch, strategy? Timing maybe? Getting people talking? Controversy?

Yep, I am writing less over here but it’s not because I do not have something to say. Because I do. It’s more because I do not have the right time to say it. Hence, browsing through my PR  blogs this morning, I came across the valuable Lessons from a one-line press release.

The above article is talking about the pros and cons of short, really short press releases. Like one line press releases… And it surely works with popular rock bands, pharma or just big brands. Yesterday, a popular pharma company recalled Fervex from pharmacies warning consumers not to use it anymore. They used a solid press release to do that. But Fervex is so popular over here that a single paragraph would have brought the same media coverage.

My shortest PR ever had 99 words (I checked!). It set tongues wagging for sure. Reporters wanted more and more of it. Timing was not an issue as it was released on Saturday and just in time to really open the ceremonies (I mean hard gossip) of the ensuing week. I got at least one week of national hard coverage with loads of comments on those 2 paragraphs; others even felt the need to give explanatory interviews and justify themselves. So yes, I think it was a big hit!

There are no standard lessons. It’s all down to strategy and subtlety of content. You may say it in 10 words just as well as you say it in 100 words. Less quantity and more quality. To the point!

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About Cristina Popa

Cristina is a WordPress blogger who regularly writes or shares updates on media, public affairs and various topics of interest. You may follow her on Communication for Development WP blog or Twitter @CristinaPopa0
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