03 October 2006

Old tricks for news dogs…

I always thought that one of the golden rules of press release writing was brevity. How then can a book called “How to write the perfect press release” run to 168 pages?

But it does. It’s written by Peter Bartram and is yours for the measly sum of £12.95. Something of a bargain, I’m sure you’ll agree, for discovering the secrets of this (increasingly irrelevant) art form. Rather like paying a tenner to find out how to make a telephone out of two old baked bean cans and a piece of string.

As Peter tells us in his email pitching the book, he’s surveyed a whole 89 journalists about their attitude to press releases. He says “You’d be staggered to learn how many press releases the 89 receive each week – 1,000? 5,000? 10,000? The answer’s in the book…”

The answer’s in the first chapter which you can read free on the website.

And what is the staggering number? Umm…215, on average.

10 comments:

Anonymous said...

apparently, the book outlines a 'unique 14-step approach' to writing a press release. I had no idea there were that many steps - either I'm not doing it right....or the 14-step approach has at least 7 steps too many...

figgis said...

i imagine the fact that it has 14 steps is why its unique...

PR Spod said...

I wonder if he always gets his read....perhaps we can do another survey to find out??

Anonymous said...

Step One: Flex fingers
Step Two: Type
Step Three: Print / email

Kasteera said...

Having read the free first chapter I am avidly awaiting his next book, the art of padding. A more useful book would be how to get coverage from a US issued speeds and feed product release special.

Anonymous said...

"i imagine the fact that it has 14 steps is why its unique..."

good point figgis - I will shortly be announcing my own book which presents my unique 15-step approach to writing a press release. Much more thorough than that shabby 14-step approach.. ;-)

Mark Westaby said...

Peter Bartram is a superb writer who has forgotten more about writing press releases than you lot are ever likely to know. Take my advice -- buy the book, read it and put into practice. Then you might be in a position to criticise.

Mark Westaby

....the world's leading.... said...

"Peter Bartram...has forgotten more about writing press releases than you lot are ever likely to know"

His memory's going as well, is it? Shame when that happens.

Mark Westaby said...

Wouldn't have to go very much, would it.

Anonymous said...

Mark - Peter says 'your fiver is in the post'.

You presume too much, 'sonny'....