Writing news: specifics
This is my second post in a series on how to write effective news releases. If you want to get a reporter’s attention you have to think, and write, like a reporter. And, one thing a journalist likes to see is an abundance of significant details to make a story stand up.
Be as specific as possible. So, “The company hit its sales target”, becomes “For the third year in a row, the company exceeded its sales forecasts — this year by 23 per cent representing £2.4 million in increased revenues”.
Try to get the most interesting details of your story in the lead. Consider “Company A is presenting a cheque to a local charity” then “The team at Company A dressed in pink from head to toe to raise more than £500 in one day for Breakthrough Breast Cancer”. Now which lead do you think has more appeal?
Choose words that illustrate. “The competition winners were on hand to accept their prize” becomes “The competiton winners cheered, punched the air and ran to the stage when they heard their names called.”
Other Strive Notes on writing:
Filed under: public relations
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This is spot on - how often do I see students draft releases that would be so improved by being more specific about the details.
Thanks for this feature - I will recommend it to this year’s intake and get them to debate the merits of your thoughts.
Heather I’m just impressed that you are teaching your students to write. You’d be shocked by how many “media studies” grads I’ve met that have never even seen a news release, much less have experience in writing one. Go for it!