January 6, 2014
4 Steps to Crafting the Perfect PR Message
Ronn Torossian has built his firm, 5WPR into one of the top – and fastest growing – public relations firms in NYC through smarts, grit, and a talent for getting the right message to the right people. In this article, he shares just a bit of his expertise to help you craft the perfect press release.
First, know your audience. Messages will differ in tone, and content depending on who you are speaking to. If you try a one-size-fits-all approach, your message will lose impact. Knowing your audience takes work, it requires an investment in time, and resources to get it right. But. make an assumption here, and your PR will suffer.
Second, understand the importance of tone. The vast majority of conversation is nonverbal. You can tell a lot about a person based on their tone of voice. And, believe it or not, written communications have “tone” as well. Is your tone professional, combative, obnoxious, terse? Have you ever even thought about how your messages come across? Remember, messages are more than just the words you write. It’s more about how you put them together.
Third, keep it simple. Press releases should NEVER be the “whole story.” Leave that for the press interview. You need to present the facts in an interesting way, but just enough to draw interest, not so much that you steal all the curiosity from the reader. Don’t try to cover all the angles, and answer all the questions before they are asked. That’s impossible … and can be a tedious read.
Fourth, and most important, answer ALL 5 “w” questions. There’s a reason Torossian named his company 5WPR. The 5 “W’s” are the essential questions all media wants answered in every published article. Your press release should answer all five as concisely and completely as possible.