As a best practice, we like to ask our clients a set of questions before we begin writing a press release on their behalf. We consider this a Communiqué PR best practice with three significant benefits.
Shared Expectations
First, the process of asking these questions ensures that we are on the same page with regard to key messages, objectives and even the analysis of the news value for a particular announcement.
We often find that executives within the same company very have different views on what messages should be emphasized in an announcement or how a particular element of the news should be positioned. We view part of our role as effective PR practitioners as facilitators. We often spend time facilitating discussions with stakeholders and help them come to consensus and shared expectations
Speed
Secondly, it makes writing process much faster. If we have taken time to think about the top three messages to be communicated and internalized our objectives before we begin writing, we find we can finish a first draft much more efficiently.
Quality
Finally, we find the quality of our work is better. Clients have fewer revisions to our work if we have taken the time up front to communicate expectations around messaging, etc.
So if you’re working with us or another PR firm and want the press release writing process to go smoothly, consider answering the following questions before you sit down at your computer:
Broad Questions
- What is the news?
- Why is it significant?
- What are the top three key messages you want to communicate in the release?
- What are the ideal headlines and target publications for this news?
- Who are your most important audiences to reach with this news and what is the impact for these audiences?
Specific Questions
- Why do you believe this audience should care about this news?
- Why do you believe journalists should be interested in this news?
- What kind of reach does this news have? Is it a very niche announcement, or will it have impact on a wide audience?
- Ideally who would you like to see quoted in this release?
- Do you have a set date you would like this news to be distributed or is there specific timing we should consider with this announcement?
- Who is the spokesperson for this announcement? Will this person be available to speak with the media the day the release is distributed?
- What type of competitive response can we anticipate?
- Do we need to develop a Q&A to accompany the press release in support of possible questions and ensure everyone is on the same page with regard to the news?
- Does this new product/subject matter support and further the company’s business strategy and goals? How?
- Does it inform our shareholders and the investment community of material company changes and information?
- Does it deliver useable news (with facts, specifications, and details) to trade journals and/or business media? Does it help them easily form a story?
We hope this is helpful to you as you think about the development and deliver of your next press release.