There have been a lot of pundits crying out that the "press release" is dead because no one pays attention (especially bloggers and reporters). If that's the case, why do we see hundreds of releases on wire services every day? Even better, why are reporters and bloggers reporting on press release content? Example, ManageSoft recently launched an Oracle compliance package and it's been widely covered by media outlets and bloggers. Please don't mistaken this as having a press release and sending it out. The press release is only the beginning. There has to be a well thought out, targeted media and blogger list as well as follow-up with media.
The press release isn't dead. It's just overused and abused. Here's my take on how to write a better tech press release:
1- Leave the tech jargon at home. Yes, you need some tech specs in the release, but
it's better to have a clear, concise message of the benefits your product or service brings to customers. Remember that you're not only talking about prospective clients, but you may have additional audiences: reporters, bloggers, influencers, additional decisionmakers, investors or stakeholders, vendors, partners and the sales channels. Besides, reporters HATE jargon.
2- Leave marketing-speak at home. The key term in marketing today is "be genuine." Most marketers haven't gotten to this point yet. You need to stop trying to put a spin on the release and state the facts. Ask any reporter. That's not to say your release needs to be dry and lifeless, but it can't read like an ad (most marketers will do this...why? You got me). I have this conversation with marketing executives all the time.
3- What's the %$#^#$^ news angle! I'm repeating myself, but I can't stress this enough. You have to ask yourself three questions: What problem does my product/service solve? Is it unique? What's the benefit (e.g. 30% savings, 55% efficiency, etc.). And, puh-leeze, don't sit there and compare yourself with your competition. :-) And, yes, most of the time the announcement will not be a world-changing event, but you still need to ask those questions. You may even be writing a client application story or case study release.
4- Less is more. Releases should be no more than a page (maybe a page and a half with boilerplate and contact block).
5- But, honey, where do I put the tech specs? Last paragraph.
6- Quotes. Keep them short, sweet and try to actually have your executives say something. Being "pleased" or "excited" might go over well in an intimate setting, but it's a wasted quote. Of course, all you agency folks who have fought the battle and lost, don't feel bad. At least you tried to give the right counsel.
7- Social media release. If you have video, audio, images, blog, blog carnival or any other type of multimedia or social media that would enhance your announcement, use it.
Of course, I'm a believer that there are different reasons for using a release. Not all press releases are equal, therefore, the strategy and tactics will be different on a case-by-case basis. The old rule of thumb is to have 2 or 3 releases in queue every month. If your company has that much real news, I say WOW. But, the liklihood is that you may have something of substance to announce every month and that includes new client acquisitions.