Does Your Press Release Pass the "XYZ" Test?

by Mark Wright

Every press release you send conveys one of two messages to its recipient in the media: "Throw me away" or "Aha!" You have control over which message your release communicates.

Try this test to make sure your release says, "Aha!" Yes, this is a little gimmicky...but it works. It's called the "XYZ" test.

eXtra words?
"X" stands for extra words your press release doesn't need. Think of your release as an airplane. A plane can't fly if it's carrying too much weight. Likewise, a press release will dive right into a reporter's waste basket if it's weighed down with too many words, too many ideas, or too much, well, "mental fertilizer."

Keep plenty of erasers handy when you're writing releases. The finished product should contain only those words that are essential to make your point. And one main point is plenty for the typical press release.

whY are you sending this release?
Asking yourself "why" questions will keep your release on target. "Why am I writing this?" "Why will anyone care?" "Why now?"

Asking "Why?" can be frustrating. Many of us put our heart before our head when crafting a release. We're writing as true believers, instead of realizing our releases may be read by true skeptics...chief among them reporters and editors.

Asking "Why?" questions forces us to think from the perspective of the audience we're trying to reach. And that, in turn, helps us think through the assumptions we might be making about that audience.

Zero?
"Z" means zero, as in, "This press release contains zero real news." Sending a release that offers no news (an all too common problem, journalists say) earns a fast trip to the circular file.

You want the reporter or editor on the receiving end of your release to be excited about covering your story! The last thing you want: sending the editor into a mindless snooze. Journalists need their "zzzz" just like you do, but why tempt them into a mental nap with your release?

As a child I was told, "If you don't have anything nice to say, it's better to say nothing at all." Similarly, we should seek media coverage only when we have something newsworthy to say. Doing otherwise earns the understandable enmity (or boredom) of the news media.

Bottom Line?
You have a whole alphabet to use when writing a release, but the last three letters are the most important. The "XYZ" test offers your releases simple self defense from death-by-trash-can.

Mark Wright is a freelance writer based in Rockville, Maryland. Find details about his services at www.markwright.com. Copyright © 2003-2005 by Mark Wright Communications LLC. All rights reserved.

You are welcome to reprint this article, with proper attribution to Mark Wright. Simply e-mail Mark to let him know how and when you're using it. (Type this address directly into your e-mail message: .) Thank you!

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