A well written press release is still one of the most effective forms of generating publicity and raising awareness.

It is a demanding and difficult task to master, but it is an essential one. Company directors should be cautious of well meaning marketing managers producing wordy scrambled press releases.

Failing to present your news professionally could result in losing thousands of pounds of publicity space.

Moreover the advances in technology mean there are more publicity opportunities than ever before with the advent of news websites, daily e-newsletters and tablet editions to compliment the still powerful traditional print editions.

For companies operating in global markets press releases are especially useful at solving the difficulty of raising awareness to a mass audience worldwide.

I have been writing news reports and press releases professionally since 1997. After 18 years it is a skill that I, and the Polaris team, are constantly seeking to improve.

At Polaris we have certain principles when starting to write:

*  Write to be understood. The first rule of news writing. Write in plain language as if you are talking with friends. Avoid jargon or words you would not use in conversation.

*  Know your audience. Releases usually have to be written in a way that will appeal to a range of audiences. They have to convince journalists, national, regional and trade, that the release is newsworthy to their readers. Then the content has to grab the attention of the readers relevant to you.

*  Never knowingly undersell the story or the client.  Do not allow key facts to be missed out or buried. If, for example, it is the biggest value contract ever won by the company, or its first in Asia, make sure you say it. This comes with a strict caution not to oversell which immediately loses credibility in the eyes of a senior journalist with a sharp news sense.

*  Write with feeling. This is advice we picked up from the Rolling Stones guitarist Keith Richards who was talking about how aspiring guitarists should try and play. It is sharp advice for anyone attempting a creative task.  If you cannot write about the story, or the client, with passion the release is likely to be dull, ill focused and mediocre – a bit like the Stones 1980s albums, in stark contrast to late 60s early 70s records! A press release should have the pace and punch of conviction – think Brown Sugar! This requires effort and self criticism from the writer.

News release structure top five tips (for more examples visit Polaris’ news section)

1) Get the format right.

The release should begin following this format

News release from Polaris Media, UK based maritime, engineering, energy and industry specialist PR firm

www.polarismedia.co.uk  Twitter: @BenPinnington1

Release date: MARCH 15 2015

2) Use a strong short headline – identifying company name, location and news peg.

IE: Birkenhead lifeboat maker strikes first deal with Pakistan Navy

3) Keep intro to no more than 30 words.

A good intro will capture the story in one punchy sentence. Superlatives are an effective way of describing your newsy in an engaging way.

IE: Leading Liverpool based ship engine supplier Ocean Turbos has announced its first deal in China with Shanghai’s biggest shipping company.

Or

Leading Geneva based ship management company Vortex is announcing its best ever year of trading.

4) Separate the release narrative into two halves.

We favour the first half of the release to describe the detail of the news angle. If it is a contract win, what is being supplied, to whom, where, in what quantity and how did the deal come about. We would avoid going into specific figures if commercially sensitive. A way around this is to refer to say a ‘six figure deal’. This way the reporter has an idea of scale.

The structure should follow the pattern of combining reporting of facts with quotes introducing the senior spokesman early. Be wary of disrupting the flow with too many facts not directly relevant to the deal and your client.  Extra in-depth information could be useful to reporters but should be referenced to read in a notes to editors section at the end of the release.

The second half of the release should then explain your client or company’s USPs. This vital information is often left out or garbled. Your press release must sell you and this is where to do it. If your PR company does not have a firm grasp of your USPs you need to sit down with them and brainstorm it so they know how to sell you.  This part of the release should explain why the newspeg is a showcase for the business. What gives you a competitive edge, what you do that makes you world class and different.  How this section is phrased is particularly important. It has to be informative, relevant and helpful to readers. Bland sales speak and platitudes will be hacked out by impatient reporters.

5) Round up neatly.

We advise rounding up every release by adding your contact details and web address for readers wanting further information. If there are notes to editors these should now be included.

The release should then be finished with a short company background.

Example:

For further information on Polaris contact: Ben Pinnington Tel: 0151 550 4710 Email: ben@polarismediapr.com Twitter: @BenPinnington1 Web: www.polarismedia.co.uk

Polaris background

Set up in port city region of Liverpool by brothers Ben and Sam Pinnington. Both are trained and qualified with the National Council for the Training of Journalists (NCTJ) and are members of the Chartered Institute of Public Relations (CiPR).

Polaris has experience of working in the maritime, engineering, construction, energy and business sectors for more than eight years.

Clients include Cammell Laird, Roxtec, Oman Drydock Company and International Safety Products.

Polaris has signed MoUs with representatives in Oman and Jordan to grow the company’s profile in the Middle East.

Services include international media coverage,  brand development, social media, media training, e-newsletters, copywriting and photography.

Polaris has grown by more than 20pc in 2012/13 and 2013/14.

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