The Press Release Body: Stick to the Facts

Imagine a news anchor reporting an armed robbery at a local restaurant, then in all seriousness adding: “And by the way, you should try the cheese blintzes. Delicious.”

That’s what many press releases have become: shameless editorializing, blatant advertisements, far removed from the relatively objective news stories they once were.

Owe it to competing wire services vying for clients, and trade publications hungry for advertisers, that are delighted to run just about anything short of a manifesto to overthrow the government.

If you want your release to be an outright sales pitch, there are plenty of outlets happy to oblige. They’ll even write it for you.

But if you have a truly compelling story to tell, the best chance of it being picked up by a major news organization is to craft it like a respected journalist would.

Which is not to say it can’t be creatively told, or even have biased commentary in it. You do that by salting the release with quotes from key individuals related to the story. So the opinions are coming from them, not the one who’s reporting them.?

A vast amount of business releases are self-congratulatory pats on the back—employees promoted, awards won, recognition received, milestones reached, new people hired.

Whatever the purpose, each is an opportunity to go beyond the humdrum and convey your newsworthy item in a relatable and maybe even novel way.

Always be guided by the questions: What would you want to read? What would hold your interest?

Here's an example of a release that checks off many of the boxes discussed in the last three tips:

Wellness Clinic Reverses Loss of Sex Drive with New Hormone Therapies

Summary: Using natural bioidentical hormones derived from plants, the New Life Anti-Aging Clinic restores healthy testosterone and estrogen levels in men and women to improve sexual vitality.

?Locustville, Wisconsin (June 10, 20XX) – To treat diminished sex drive, loss of energy and other debilitating symptoms of hormone imbalances, New Life Anti-Aging Clinic now offers Bioidentical Hormone Replacement Therapy, or BHRT, to its male and female patients.

Bioidentical hormones, derived from plants, are identical in chemical structure and function to those produced by humans naturally—unlike animal-based and lab-synthesized hormones that may act differently in the body.

In the BHRT procedure, rice-sized pellets are implanted under the skin where they release a steady flow of hormones over a 3 to 4 month period. These include bioidentical estrogen (Estriol and Estradiol) that relieves hot flashes, nights sweats and other symptoms of menopause, as well as provides cardiovascular benefits and protection against osteoporosis.?

Bioidentical testosterone pellets increase energy, muscle mass, bone density and sex drive in men, and in smaller amounts offer similar benefits and mood enhancement in women.?Hormone pellets are custom formulated for each patient based on lab results, weight, height, and gender.

"BHRT pellet implantation is a painless, precise and effective procedure for restoring energy and an active sex life lost through hormonal imbalance," says M. Robert ?Gupta, Doctor of Osteopathic Medicine at the New Life clinic. "Treatments are needed only 3 to 4 times a year, compared to frequently having to apply messy creams or undergoing weekly injections."

?For those whose estrogen is too high, Dr. Gupta can prescribe an anti-estrogen pellet to lower the level of the hormone. A simple blood test can determine a patient's current hormone levels, and a plan for treatment developed based on the findings.

?According to the clinic, whether caused by a medical condition or the natural process of aging, hormone imbalances and their symptoms can be successfully reversed through long-lasting BHRT pellet implants.

?For a free consultation, appointment or media inquiry visit (web address) or call 000-000-0000.

? 2024 Jerry McTigue

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Based on the book Business Blather: Stop Using Words That Sound Good But Say Nothing! Available on amazon in both print and Kindle editions.