The profession of journalists and Public Relations (PR) is similar to their work rely on ‘Communication’. Nowadays, PR has become more accurate and more targeted by using online modern tools such as release distribution platforms, so journalism isn’t dying. However, there are 4 things Public Relations must keep it in mind while communicating and sending press releases to journalists and make a journalist happy.
1. The 5Ws & 1H
This formula is utmost important and followed by every journalist and media houses. Who, What, When, Why, Where & How, make 5Ws & 1H. The 5Ws are questions whose answers are considered basic in information gathering or problem-solving.
No doubt most of the public relations are following this formula but still many are not, which irritates a journalist while going through a press release. The result, he may drop your release though it was having interesting or relevant information. So, one must include 5Ws & 1H while writing the release to ease journalists.
2. The Inverted Pyramid Style
Second and as important as 5Ws & 1H, the Inverted Pyramid Style is used by journalists, writers and bloggers to illustrate how information should be prioritised and structured in prose. It is commonly used for writing news stories. It is a metaphor which refers that the most important information should be mentioned on the top (first paragraph) of the press release. Then important details in another paragraph. At last, other general information or background of a story should be written.
According to scores of journalists, most of the PR lack in following Inverted Pyramid style and mention the least important part on top and newsworthy points below. However, there are several benefits of this format as readers can quickly assess whether they want to read your entire article.
By following this way, you are more likely to keep a journalist happy and your readers connected to your content. The fact cannot be denied that today’s internet users are impatient for results. If they cannot quickly and easily assess your article for points of interest, they are likely to leave the whole article. So, journalists want PR to strictly follow this style.
3. Avoid Informal words, Over Explanation, Repetition
To pitch your release, PR must not use words such as ‘Mr’ and ‘Mrs’ before anyone’s name as it is not acceptable by them. However, most public relations do use such words and mention the name of every person which annoys him. Always use formal language so that the reporter focuses on the content of your story. Notably, you should not have to add that you are happy, excited or sad about it.
Besides, do not repeat one sentence several times even by paraphrasing it. This will leave a bad impression on the journalist to whom you are sending the release.
4. Provide multimedia to get prioritise
To make a journalist happy with your content you should not be ignoring multimedia. If you are including multimedia, such as photographs, videos and infographics with the release, you would get the priority than others. With this, the press statement becomes more attractive and relevant for readers to know what it is about. Before you even write your message greeting, type Images attached to email in bold at the top, so the journalist knows you have provided more than just words.