5 steps to telling your story fast
Journalists spend, on average, less than a minute reading news releases, according to a study by Greentarget. You can reverse-engineer that to less than 200 words.
So how do you write a one-minute release?
I worked with a PR pro in my PR-writing workshop to boil down an 800-word release to 200 words or less with these five steps:
1. Tell what happened in an 8-word headline.
XX earns honors from Institute for Medicaid Innovation
2. Summarize the impact in a short deck. Bonus points for emotional language, like “feed the hungry” instead of “reduce food insecurity.”
Programs fed the hungry, provided street medicine for the homeless
3. Show how your program changed lives in the lead. Try a triad: Summarize three outcomes in quick sentences. Make people the subject of every sentence.
4. Transition to the body in the nut graph.
5. Write a quick list for the body. Keep the focus on people who benefited from your programs, not on the programs themselves. Make it scannable with bold-faced lead-ins:
6. Link to more details in the conclusion.
Would your release be twice as good if it were half as long?