How To Write A Press Release (Like A Public Relations Professional)

How To Write A Press Release (Like A Public Relations Professional)How To Write A Press Release (Like A Public Relations Professional)A press release is one of the most important tools in the arsenal of any public relations or communications professional.But writing them isnt as easy as just following a format. Press releases are an exercise of thought that require you to answer a few essential questions every time, rather than just jam predetermined boxes full of information.We spoke to Jada, an expert over at Brunswick Groupa premier international public relations and strategic communications firm that helps companies navigate major financial, political, and social eventsabout how to write the perfect press release (and prepare for a career in the field).Answer All The QuestionsWe really take the time and effort to make koranvers were including the details in a press release that answer every single question that we could think a stakeholder could have, says Jada, an Executive at B runswick Group and recent graduate of The University of Alabama.In just 2 years with Brunswick Group, Jada has transformed into a public relations expert.The document is so important to get right, Jada explains, because its the first piece of information out thereso there are bound to be questions.Whats happening? Why is it happening? What does this mean for the future? These are all things that should be answered in a press releaseand done so succinctly.Ensuring that the press release contains all of this information is importantbut its bedrngnis the only consideration to make when writing one.Keep It Short And SweetWere a big fan of short and sweet, Jada says. Because a lot of the times behauptung press releases are to guide the conversation that media tends to have or that they produce a story from.You want someone whos going to read it to see it quickly and know the gist of the announcement, she explains. And regular people like you and I are going to read what the article is mo re than what the press release is.Thats why, Jada says, setting a one-page limit for yourself is an important benchmark of press release quality.A two-page press release is sometimes unnecessary. Its just too much information, she says.This is especially true considering that only a select group of media professionals and stakeholders are really going to be reading the releaselike Jada says, everyone else is reading the articles or hearing the talking points on the news.Fact Check It (Like Your Job Depends On It)Theres another reason to keep the press release so concise You dont want to risk getting anything wrong.Press releases are the first line of defense against misinformationso making sure that theyre 100 percent accurate is a must.Weve definitely had occurrences where weve had to refer back to a press release to correct someone, Jada says.When researching other companies, Ive seen press releases that have included wrong numbers or a decimal in the wrong place and those things can be catastrophic, in the sense that they wrongfully report something, she explains.For many companies that are publicly traded, reporting misinformation can lead to investigations and formal reprimands from regulatory agencies like the SEC (Securities and Exchange Commission). Thats why getting things like decimals, percentages, and any sort of statistics exactly right is essential.These Same Skills Can Make You An Excellent Candidate For Public Relations And Communications RolesEveryone brings something different to Brunswick, but there are certain traits all the best public relations professionals share.The skills that are essential to building a great press release together are the same that make a great public relations professional excellent writing ability, attention to detail, and being able to research and digest information in a way that makes it simple for others to learn.Brunswick Group, whose specialty lies in helping companies navigate major social, political, and fi nancial events, looks for these traits in their interns and early-career hires.However, above all, Jada says, they look for adaptability and the ability to learn quickly.Were looking for those highly talented individuals who are ready to dive into something and show that they can adapt really well to a circumstance, she says.Curious individuals are really great candidates here at Brunswick because people who are smart are usually people who dig deep when it comes to a project, Jada explains. Theyre asking those questions like, Why are we advising them to do this? or Why arent we advising them to do this?This focus on research and writing skills is part of what drives Brunswicks successas well as their distinction in the communications space. Thats why they look for more than just Public Relations majors when theyre seeking interns and entry-level people. According to Jada, political science, literature, and even history majors can all make great public relations professionals.After all, Brunswick employs people who were formerly on the Hill, lawyers, and even former CIA employees (in addition to a ton of intelligent recent graduates like Jada).Want to abflug your PR career at a company that works (and thinks) outside the box? Check out open opportunities at Brunswick Group on WayUp