The Rules of A Successful Press Release

press release

It happens every day. Endless times every day. Someone submits a press release and the editor says, “no thanks.” The piece was well written, followed the publication formatting and answered all the assumed questions … but the editor insists it’s not newsworthy. The submitter is left disappointed and maybe a bit confused.

Ronn Torossian, CEO of  Top NY Pr Firm 5WPR, is here to help clear up that frustration and explain why your release got rejected.

Ronn Torossian: Is it too advertorial and not editorial?

Whether in print or online, news publications make most of their income through advertising. If the content of the release is advertorial and they print it for free, the publication loses potential revenue. Not just from that ad, but from countless disgruntled advertisers who wonder why their information was not printed as news free of charge.

Ronn Torossian: Is the information newsworthy?

Will the information be compelling and encourage people to read? Is it presented in a way that grabs – and holds – attention? If the editor is not interested, it’s a good bet the general public will not be either. That editor did not get where he or she is by being out of touch. They know what their readers want to see, both in print and online. Learn what your editor believes to be newsworthy and you will be on your way to getting in the news.

Ronn Torossian: Did it contain all the 5 W’s?

5WPR is not just our name, it is a reminder of the five questions each reporter is trained to ask and each article should answer. Who, what, when, where and why. These are vital questions that should be answered in your press release. If the reporter is missing this vital information, he or she may skip your release and fill column inches with something that has what they are looking for.

Ronn Torossian: Is the information current?

Some news is “evergreen,” and on the web that can be good content. But most media outlets are looking for the newest, latest, breaking news. If your information is about an event that happened a week ago or won’t happen for a month, that PR will likely get tossed in the trash or in a stack of “not yets” or “maybe laters.” Be current.

Keep these tips in mind the next time you want to see your information in print or online. 

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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