Press releases require accurate information. Because the release is sent to a journalist it is assumed that the company’s information will already be vetted. It is also good practice to check information before sending and after receiving press releases.
Background Information
Background information is very important to a press release. Public relations professionals are expected to know the company they are writing a press release for. Background could include information on the company, other companies mentioned or outside people and places. This information should all be checked multiple times to ensure no mistakes are sent out. Checks of spelling, titles and names will help catch potential typos and misinformation before it gets published.
Interviews and Questions
How to Conduct Interviews
Press releases will often include quotes which offer a perspective into the event or occasion. These quotes can be collected through interviews, in person or online. In general, as an interviewer you should always prepare questions ahead of time. It is best to be prepared. Active listening is key in an interview, if they mention an interesting topic be sure to follow up with a question. Do not ask a question they have previously answered, unless clarification is needed. Treat all sources with the same amount of respect, professionalism and interest. This might become difficult when interviewing a close friend or someone with a vastly different opinion from you. But an interviewer must remain professional with a lack of bias.
Email Etiquette
Emails are a common way to reach people especially if they live far away. You always want to send out your email with enough time for them to respond before the release is due. It is standard to include up to 5 questions in an email when interviewing. Always insert the questions in the first email you send. Do not ask if you can ask them questions, this will start an unnecessary back and forth email chain. Make the questions clear, as you will not be able to explain it the same as in person. It is good practice to include a last question asking if they have any other thoughts, this could lead to a quote that otherwise would never be used. Below is an example email to use a guide.
