What not to put in your press release, or how to end up on my baka wall

Author Elisha Dacey
The absolutely true fate of my last laptop. (Elisha Dacey/Canva)

OK, PR people (and people who are being strong-armed into being a PR person because your organization is woefully underfunded,) listen up. 

The next PR person who sends me a press release that unironically begins with “It’s that time of year again!” will end up on my brand-new Baka wall. 

(Baka is Japanese for ‘idiot’ and it’s highly satisfying to spit it out when you’re annoyed. Go ahead, try it!)

The Baka wall used to be a wall in one of my former newsrooms where we would post the most egregious press release whoopsies. 

So, this is part two of my series: How to make the media pay attention to you. 

Last time I said press releases are still the best way to get attention. However, there are ways to increase the chances of your press release being covered as a news story. 

First, keep it brief. I explained this last time, but it’s imperative to repeat it. Remember the three-second rule.

Second, include a photo, or a link to a photo, if possible. The photo should be high-resolution, in focus, and if at all possible, candid rather than people standing around or holding something. (Unless they are holding something cool, like 25 live cobras, or balancing a motorbike on their tongue. That works.) 

I cannot emphasize enough how much a great photo increases your chances of being covered. Newsrooms are being gutted, and the first to go are the photographers.

Third: Clear, easy information on how to get a hold of a spokesperson. 

If you prefer to end up on my Baka wall, then do the following:

  1. Send me a press release that begins with a horrifying cliche.
  2. Send out a release with contact info for the spokespeople, then tell me the spokesperson won’t be available for a few days because they’re on vacation. (Yes, this has happened to me.)
  3. Send a release with a headline full of corporate speak. If your headline includes the words innovation, synergy, or strategic asset, I will set my laptop on fire, run it over with my car, and then pin the resulting mess to the Baka wall.
  4. I can forgive a spelling mistake or typo (heck, I had one in Monday’s newsletter, whoops.) I cannot forgive 15 spelling mistakes or atrocious grammar. Baka!
  5. Start with 200 words about what makes your organization great. No one cares. Tell me why that person who doesn’t care, should. (This is called burying the lede.)

I have one more thing to say about press releases… but I will save it for the next column.

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  • Elisha Dacey is a seasoned journalist with more than two decades of experience in the field. She has worked in various newsrooms across Canada, ranging from small-town papers to major outlets like CBC Manitoba and Global News. Dacey began her journalism career in Manitoba and has held roles such as managing editor, senior producer and digital online journalist. Notably, she launched Metro Winnipeg, the city’s only free daily newspaper, which quickly became the second most-read paper in Winnipeg. Recently, Elisha Dacey joined Future of Good and is currently Managing Editor.

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