About "nouveau genre" press releases
Recently, two blogs written by colleagues from the PR industry praised the trend of the very short press releases that are limited to the facts and key aspects of an announcement [1, 2] . Those press releases are considered “simplified”: they are made to facilitate the reading and access to the exact information needed for a reporter to write an article.
Well… yes and no.
Certainly, facts are important, and they are obviously essential to any story meant to be featured in the media. The emergence of digital platforms and the need for speed in media coverage have imposed increasingly requiring constraints of space and time for reporters looking to find relevant information with the greatest efficiency.
However: the simple listing of facts will never replace a good story.
Reporters do not seek only facts: a good story conveys emotions and that's what gives it all its flavour. In what context do these facts take part? What are the intentions behind? Who are the beneficiaries? What would have happened without this action?
By drafting your own story, you ensure a more adequate understanding of the context and certainly get better control of the message.
Do not hesitate to put the focus on the important facts of the announcement by pointing them out, using bullet points or attaching an infographic to your statement. But make sure that your recipient can especially also tell a good story.