If you’re familiar with PR, you’re familiar with the news release. News releases share information straight from the source — the key facts and figures aren’t lost or confused by moving through channels. News releases are a tried and true method of sending information to the media.
A news release can apply to just about any industry, including film. For a new release to be effective, it must get done right. So what does that mean?
For starters, a news release needs to be navigable. Everything the media is in search of should fit on one page. The document needs the date along with the name and contact information of the PR director on top. A company logo is expected. The headline should be kept to a single line and stand out for the right reasons. By that, I mean avoid the cheesy stuff. Journalists are not looking for cliches — they are looking for a one-line headline that makes them want to read the rest of the release.
I cannot stress enough the inverted pyramid method for the news release. Start with the key information — get it on the page and grab the attention of the reader. Work your way down to the precise details. Journalists receive news releases left and right. They don’t sit and read through them all day every day. Only the newsworthy stuff is worth their time, so make what you write newsworthy.
Start with the five Ws. Your who, what, when, where, and why. Actors, directors and producers are the who of your news release. Tell the media what they are doing. What is the premise of the film? Then comes the burning question of when will big milestones happen. When will it be out to the public? Readers also need to be aware of where they should look after they become interested. Films get released in theatres, streaming platforms, film festivals, etc., so guide your target audience in the right direction. The why is hard to summarize in release format but not to be forgotten. Why should anyone care about the film? Make the why count because it is what will prompt your call to action. The selling points of your 5 W’s provide the opportunity to weave together a standout lead.
After the lead, move down to the more granular information. Maybe include a quote from the cast or director or a little more context on the storyline. That is up to you. Pick whatever builds off of your lead.
Your news release doesn’t need to formally conclude. Don’t drag it on past the information you want the media to have. Stop writing and start reviewing.
A 2021 Issue Wire article hits the importance of knowing where to send your completed, thoroughly proofread and edited release. Identify your target audience for the film and which journalists and media outlets are reaching that audience. That is where you send your release. Taking a well-crafted news release and sending it to whoever you can isn’t a strategy and won’t get the outcome you are looking for. Make your release worthwhile by getting it in the hands of someone who can do it justice.
News releases are to the point. They are the beginning of the PR roles for the film, so don’t try to pack all the fun stuff onto that page. Understand what makes the film newsworthy from the start and how you want that information to be shared after it leaves your possession. Like anything else, practice makes progress, so don’t be defeated if you can’t write the perfect one on the first try.