Three stories waiting to be deciphered

Press releases work best when there is a clear focus on one story. From the headline and the first sentence you know what it’s about.

Sometimes I receive press releases with no clear story or three little stories or even no story. I’ve even had press releases passed to me by colleagues with the comment: “I think there’s a story in there somewhere.”

You have to work hard to figure it out and if it’s not obvious, you give up, which wastes the effort of writing the press release.

If you have three stories, write three press releases to get maximum coverage. If they’re crammed into one article, you’ll lose the impact and, if it does get published, no one will realise what it’s really about.

You could also find that different stories appeal to different segments of your target audience. So you could send one story to publications for one segment and another story to publications aimed at a different group.

Good stories are valuable. Don’t waste them.


  • Karen Richards

    6-Nov-13 at 4:18 pm Reply

    Good writing tip. Don’t try to cram too much into one story. I’m working on simplifying my writing.

    • robertz

      6-Nov-13 at 4:20 pm Reply

      Thanks, Karen. Glad it’s helpful.

  • candy

    6-Nov-13 at 4:20 pm Reply

    very useful information! thank you 🙂 X

    • robertz

      8-Nov-13 at 6:16 pm Reply

      Thank you, Candy

  • amar

    6-Nov-13 at 5:08 pm Reply

    this is a nice tip. going to try to get some of my articles published in leading dailys.

    • robertz

      7-Nov-13 at 9:33 am Reply

      Thanks, Amar. Hope it helps

  • Joanne

    6-Nov-13 at 9:53 pm Reply

    Those are helpful tips on press releases. Thanks for sharing.

    • robertz

      8-Nov-13 at 6:17 pm Reply

      Thank you, Joanne

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