Interview with Donna Troisi: What Makes an Exciting Press Release
An informative interview with Donna Troisi, Editor of The Interbiznet Bugler
HRM: Describe your career background, and how long you’ve been with The Interbiznet Bugler.
DT: I've been writing The Bugler for about five years. I have a Masters’ degree in clinical social work, am state-licensed and board-certified, and have an active practice. My focus is on increasing people’s functioning, which includes workplace relationships. I’ve been doing this for many years.
HRM: What HR topics and trends are you following these days? What trends on the horizon are most exciting to you?
DT: Given the nature of The Bugler, which on the whole [covers] the recruiting/HR industry, there is not one particular topic or trend I focus on. I put effort into covering a broad range of topics that affect everyone in the workforce, from domestic violence to humor to events which, in my opinion, mark an era.
HRM: How do you primarily keep up with HR news -- through print publications, websites, individual announcements and/or story tips?
DT: I spend a good deal of time on the Internet, scanning news services, newspapers, individual websites, you name it. Readers send me information, gossip, and inside tips. I also receive a substantial number of press releases on a daily basis. Regarding story tips, the Bugler does not run articles from freelance writers, per se. It will run appropriate articles from newspapers and company websites.
HRM: What are the typical qualities of a strong press release? On the flip side, what are the typical flaws of a release that doesn’t work?
DT: First and foremost, the press release should be appropriate to the topic or nature of the publication. Second, when you write and ask me what my format preferences are and I give you them, please present your information in that format. For example, if I ask that you please send your information in the body of an email, not in an attachment, please don’t send me an attachment. There is probably a good reason I’ve requested that format.
For me, what makes a press release stand out is that it is short, sweet, and to the point, having very little fluff and jargon in the opening paragraph. Let’s say I receive 20 releases a day. I want all the information in the first two paragraphs, as I just do not have the time to read through a few hundred words to glean the facts. I have 19 others waiting for me.
My pet peeves are:
1) Jargon. “The enhancements will ramp up value add-on functionality . . .” about sums it up. On occasion, I’ve written the sender and asked them to explain their press release. Just think of the implication of that! I have also just thrown away the release because it was way too much work to figure out. Now, what about that implication?
2) When URLs (home pages, story links, etc.) are not included.
3) When the release hasn't been spell checked or relies only on spell check (which is not always reliable) and has not been re-read -- and I do mean re-reading it to make sure that word usage ("there and their" or "your" and you're") is correct. It should sound right. Read it out loud to someone else and read it objectively . . . skip the "wow" factor. Much of the time when I am “wowed,” it is not for what you might want or think. To me, good grammar and correct spelling reflect the sender and the company.
HRM: What is your preferred method to receive news and information?
DT: The most efficient way of contacting me is through e-mail.
HRM: Do you have any final tips or advice for marketers and PR professionals?
DT: Yes, basic courtesy is very important. The majority of the time I will write the sender back, indicating when their news item will run or the reason why it won’t. The remaining percent - either I didn’t receive it or I’m backed up (like recently due to power outages because of hurricane damage). For me, doing this is being respectful of their efforts. Many of the people that I consider regular contacts will contact me after two weeks if they haven’t heard from me, to ask if I had received their release. I appreciate that. That very act tells me they are taking responsibility and initiative for their part of the relationship. Basic courtesy dictates that a short “thank-you-for-giving-us-the-press” type of note is not only appropriate, but will go a long way in nurturing relationships. And when you get right down to it, in my opinion, what else is there?