Don’t submit your PR without pants

How much information should you really put in your next press release? That’s a question most businesses wonder every time they hit “send.” Where is the line between just enough, and far too much? Ronn Torossian, CEO of 5WPR a public relations firm in NYC, has one answer that may just surprise you. Don’t submit your PR without pants.

In other words, leave a little bit to the imagination. Yes, you want to list and describe all the pertinent parts, but the secondary goal of every press release should be to engage your readers’ curiosity, and show them why they should want to learn more.

Hint at questions that could be answered

While your press release should definitely address all pertinent facts and corollary information, it is advisable to add language that will pique the reader’s curiosity. Whether it is an editor, or a reporter reading the story, leave them wanting more. This is a delicate process. Leave out too much, and you will lose them. But, give them enough ambiguity to put their own spin on the story, and you may indeed reel in that follow up phone call.

Show where connections to other current events could be made

Media folks appreciate a submitter who is aware of other events of import happening at the same time. Your story has a better chance of getting published if it connects or correlates with something the reader is already interested in. That same dynamic applies if the reader is a decision maker at a media outlet.

Leave room for the writer’s style

In most cases, it is not advisable to write the entire story out. Sure you may want to include a quote or two, and enough context to build on, but look at your PR as a story outline the reporter could build on. The publication is paying for a certain style of reporting, and that reporter knows it better than you do. Let them do their job.

Remember, when you submit your PR for publication, understand that there are other agendas, and perspectives involved in the process. You may not have to sacrifice your own purpose, but you need to leave room for interpretation and application.

Read more from Ronn Torossian:

Ronn Torossian on Forbes
Ronn Torossian on Medium
Ronn Torossian on LinkedIn
Ronn Torossian Update
Ronn Torossian on Business Insider