Guide to CNN Press Release Submission: Tips & Timing

Getting your press release featured on CNN can catapult your story into the spotlight. With its vast audience, a CNN feature is a coveted milestone for any PR strategy. I'll guide you through the essentials of submitting a press release to CNN, ensuring your content stands out.

Crafting a press release that meets CNN's standards requires a blend of newsworthiness and strategic communication. I've navigated the submission process and know the ins and outs to increase your chances of getting noticed. Let's dive into how you can prepare your press release for CNN's discerning editors.

Understand CNN's Submission Guidelines

Securing a spot on CNN involves more than just crafting a compelling press release—it's about aligning your submission with their precise guidelines. I've navigated the submission process multiple times and know that familiarity with their requirements is the key to increasing your chances of publication. First and foremost, CNN seeks releases that resonate with their audience and adhere to a high standard of journalistic integrity.

Here's what you need to remember:

Formatting Is Critical

CNN prefers a specific format for press releases. Your release should have a clear, succinct headline that immediately grabs attention. Follow this with a dateline and an engaging opening paragraph that summarizes the key message. Ensure that the body of the text is concise, devoid of fluff, and structured in short paragraphs, making it easy to skim.

Originality and Accuracy Are Paramount

Your content needs to be original and factual. Double-check your figures, quotes, and facts before submitting, as CNN places a premium on accuracy. Misinformation will not only lead to rejection but could damage your credibility.

Media Contact Information

Don't forget to add a media contact section at the bottom of your press release. It should include your contact information—name, phone number, and email address—making it easy for CNN to reach you if they require further details or wish to pursue your story.

By paying close attention to CNN's submission guidelines, you stand a better chance of making an impression that counts. Remember, a press release that meets CNN's high standards is more likely to be picked up and featured, both on their website and potentially on air, thus reaching a vast and diverse audience. Now let's walk through how to craft content that aligns with their editorial tone and standards.

Research and Gather Relevant Information

When I'm preparing to submit a press release to CNN, it's crucial to first do my homework. Thorough research is the bedrock of an effective press release. It's not just about what I'm announcing, but also about making sure the information I convey aligns with CNN's audience. My approach involves several key steps, which anyone looking to submit their press release should follow:

• Understand the Trends: I always check what’s currently making headlines on CNN. This tells me what their audience is interested in, and how my press release can add value to the ongoing conversation.
• Background Checks: I verify every fact and figure that will be included. Accuracy is non-negotiable and I often reach out to multiple sources to confirm information.
• Key Players: Knowing who's who in the topic I’m covering enables me to add credibility and direct quotes to my press release.

An emphasis on relevancy dictates that I not only gather information about my announcement but understand how it fits into the larger news narrative. By aligning my press release with topics that have already captivated CNN's audience, I bolster the chances of it being picked up.

Step in ProcessDescriptionUnderstanding TrendsIdentifying current hot topics covered by CNN.Fact-CheckingEnsuring the data and statements within the press release are accurate.Recognizing StakeholdersHighlighting key individuals or organizations involved.

Creating a comprehensive media list is also a part of my research process. By knowing which journalists or editors are interested in the topics related to my press release, I can tailor the message and even personalize the pitch. Remember, media outreach is not a one-size-fits-all endeavor. It's about fostering relationships and demonstrating that I've done my part to make a journalist's job easier.

The more legwork I do before hitting the 'submit' button, the smoother the subsequent steps are likely to be. This preparation ensures that when I finally approach CNN with my press release, it's polished, pertinent, and positioned for success.

Craft an Attention-Grabbing Headline

After laying the groundwork through meticulous research and creating a tailored media list, one pivotal element stands out: the headline. As I delve into the art of headline creation, it's critical to remember that this is often the first—and sometimes the only—element a CNN journalist will read. Therefore, it must be engaging, concise, and reflective of the content.

I've found that the best headlines are not just informative but also tap into the reader's curiosity. They balance the fine line between click-worthy and credibility, without veering into sensationalism. To achieve this, I focus on the following strategies:

• Use powerful words or phrases that evoke emotion or a response
• Incorporate relevant keywords without overstuffing
• Align the headline with the story's core message

Here's what I avoid:

• Misleading or clickbait headlines which can harm trust
• Overly complex jargon that may confuse or deter readers

When it comes to length, brevity is king. CNN journalists are inundated with press releases daily, so a headline that's too long risks getting skimmed over or ignored altogether. I aim for a headline that's between 6 to 12 words, striking enough to grasp attention but short enough to comprehend at a glance.

Testing headlines has also become a part of my process. I'll often draft multiple versions and ask for feedback from colleagues or use A/B testing tools to determine which headline resonates best with an audience. This not only refines the headline but also helps predict its potential impact.

The convergence of these elements – a captivating headline that's short, powerful, and aligned with the content – is a key driver in capturing the attention of journalists and, ultimately, their audience.

Write a Compelling Introduction

After nailing the headline, the next step in submitting a standout press release to CNN is crafting an introduction that hooks the reader immediately. The lead paragraph is critical—it sets the tone for the rest of the press release and determines whether the reader will be engaged enough to read on.

In my experience, a compelling introduction answers the who, what, where, when, why, and how in a succinct manner. Journalists are strapped for time, and they appreciate when a press release quickly provides the essential information. But that doesn't mean it should be sterile; an anecdote or a striking statistic can provide the emotional hook or intellectual interest to draw readers in.

Here are some key elements to consider for a magnetic introduction:

• Start with the most important information: Lead with the news that's going to grab attention.
• Be sharp and to the point: Avoid fluff and get straight to the core of the story.
• Include a compelling fact or figure: Numbers can validate the significance of your story.

Keywords also play a strategic role in the introduction, not just for SEO, but to convey the core subject quickly and clearly. This is where I often optimize the first 100 words with relevant and natural-sounding keywords to ensure the piece is easily discoverable by search engines.

Engaging the reader is also about creating a connection. I make it a point to reflect the sentiment of the target audience, whether it's excitement, concern, or curiosity. By mirroring their thoughts and feelings, I hold their attention and assure them that the press release contains information they'll find important or useful.

It's evident then that while the headline snags the initial glance, the introduction must reel the reader in. It’s the make-or-break moment where they decide to invest their time to read further. It's not just about presenting facts; it's about telling a story in miniature, giving the audience a taste of what's to come. Balancing information with engagement is an art, and when done right, it turns a standard press release into a powerful communication tool.

Develop the Body of your Press Release

After nailing the intro, my attention shifts to the body, where the real substance lies. The body of a press release on CNN needs to transmit the core message effectively, maintaining precision, while ensuring it doesn't overwhelm the reader with jargon or unnecessary complexity.

Key Components to Include

• Paragraph Structure: I always start each paragraph with a strong sentence that summarizes the content within. This helps readers scan the content and still get the main points.
• Quotes: Including a quote from a company executive or client adds a human touch and lends credibility.
• Supporting Data: Evidence-based information resonates more with readers, whether it's survey results, statistics, or other measurable outcomes.

Writing for Your Audience

I make it my job to picture the target audience and how the news impacts them. You've got to answer the question: "Why should they care?" This isn't just about what the company wants to announce; it's about why it matters for the reader.

Search Engine Optimization (SEO)

I don't forget the role of SEO in online press releases. Strategically placed keywords, without stuffing, enhance discoverability. However, I ensure keywords fit naturally within the text and don't interrupt the flow of information, thereby keeping the narrative engaging.

Visual Enhancements

If applicable, I may add bullet points to list out features or benefits compactly. Nobody likes walls of text, so whenever I can break it up with bullet points or subheadings, I do. It's all about making the press release digestible and easy-to-scan for busy journalists and readers alike.

Keep It Newsworthy

It’s paramount that the content remains newsworthy throughout. I take care to present facts and developments that hold genuine news value. This could mean highlighting a unique aspect of the story or tying it into a broader industry trend.

By focusing on these elements, the body of my press release talks to the audience in a language they understand and appreciate, driving home the message and its significance in the clearest terms possible.

Include Supporting Quotes and Statistics

After structuring your press release with a strong introduction and a clear outline, bolster your message with supporting quotes and statistics. These elements enforce credibility and provide authoritative perspectives, giving weight to your narrative.

Quotes should come from key stakeholders or experts related to your news. When I include a quote, I make sure it offers insight or an opinion that personifies the sentiment behind the release. For example, if I'm announcing a new eco-friendly initiative, I'd seek a quote from our lead sustainability officer to highlight its impact.

Likewise, integrating hard-hitting statistics strengthens the case for why your news matters. They quantify your story, offering tangible evidence of significance or change. If you're announcing a significant milestone, such as a donation amount or a project's reach, include statistics to illustrate the news' magnitude. Here's a quick format I use to present data clearly:

StatisticDetailImpact$50,000DonatedLocal education funding increased by 20%

Remember to pair numbers with context to ensure they resonate with the audience. For instance, rather than stating "50,000 products sold," I'd specify, "50,000 products sold, impacting 200,000 lives," to convey the broader societal benefit.

Lastly, it's essential to source your quotes and statistics properly. This not only adds transparency but also positions your press release as a reliable source of information. When optimized correctly with relevant keywords, these elements also improve SEO, making your release more discoverable to journalists and consumers alike.

Incorporating both quotes and statistics provides a balanced narrative. With the strength of personal testimony and the persuasiveness of data, your press release stands to make a notable impact.

Add Contact Information and Media Assets

Press releases need to facilitate easy follow-up for more information. That's why I always emphasize including contact details such as the name, phone number, email, and address of the primary contact person. This ensures that journalists and stakeholders know exactly who to reach out to, paving the way for potential interviews and additional coverage.

Accompanying a press release with high-quality media assets is equally critical. I recommend providing a link to an online press kit or attaching images and videos related to the news being announced. These should be professionally produced, as they reflect the quality of your organization. Moreover, media assets can significantly increase engagement, and when they're SEO-optimized, they enhance online visibility. It's wise to label these assets with descriptive, keyword-rich file names.

To take it a step further, consider including:

• Company logos in various formats
• Biographies of key spokespeople
• Infographics that break down complex data

By offering a comprehensive package of information and assets, I'm making a journalist's job easier, which in turn, can lead to better media uptake. Remember to keep these assets accessible and ensure they don't require overly complicated permissions or software to view. Accessibility ensures that the press release and its accompanying materials can be readily used by any interested party, thus widening the scope of influence.

Integrating these elements thoughtfully, I've found that a press release doesn't just share news, it gives the media everything they need to tell a story effectively. Tailoring press releases in this way stands to create lasting relationships with the press, making my future announcements more anticipated and impactful.

Proofread and Edit your Press Release

Before I even think about submitting my press release to CNN, I take a step back and scrutinize every single word. Proofreading and editing are perhaps the most critical steps in the press release process. A single typo or grammatical error can undermine the credibility of my announcement and dissuade journalists from taking my news seriously. Here’s how I make sure my press release is polished to perfection:

First, I check for any spelling mistakes using spell-check tools, but I don't rely solely on them. I read my press release aloud to catch errors that technology might miss. This practice also helps me spot awkward phrasing or lengthy sentences that are difficult to understand.

Next, it’s crucial to ensure that the press release conforms to AP Style. This writing style is the gold standard for journalistic writing. Consistency in using the right style guide reassures journalists that they’re working with a professional. It shows that I understand their language and their standards.

Then, I focus on facts. Date formats, numbers, and quotes must be verified for accuracy. Misreporting a single date or statistic can spoil a report’s integrity and cause media outlets to doubt future submissions.

Lastly, I always have a colleague or a professional editor review my press release. An extra pair of eyes can make all the difference. They'll often spot issues that I might have overlooked.

Here’s a quick checklist to recap what I do:

• Spell-check and read aloud
• Confirm adherence to AP Style
• Verify dates, numbers, and quotes
• Get a second opinion

By meticulously editing and honing my press release, I maximize its chances of being picked up by news outlets like CNN. After all, the devil is in the details. It’s about presenting a story that’s not only newsworthy but also impeccably crafted.

Submit your Press Release

After you've painstakingly proofread and edited your press release, the next step is to submit it. I can't stress enough the importance of following the submission guidelines provided by CNN. These guidelines are designed to streamline the process and increase your chances of getting your news featured.

Firstly, find the specific submission portal for CNN. This might require a bit of research, but it's essential to identify the right contact point. Navigating CNN's official website should lead you to their press release submission page.

Here's a quick checklist for your submission process:

• Ensure the headline is compelling and reflects the essence of the news.
• Include the press release in the body of the email to avoid attachments getting blocked.
• Clearly mark important dates and times if your news is time-sensitive.
• Provide contact details – journalists may want to follow up.

Timing is crucial when submitting a press release. If your content is time-sensitive, submit it well in advance. For evergreen stories, avoiding peak hours when the news cycle is flooded might give your release more attention.

Keep in mind that CNN receives countless submissions daily. To stand out, zero in on why your news is relevant to CNN's audience. Craft your release to align with the topics that CNN covers regularly. This alignment increases the likelihood of your press release resonating with their editorial team.

Additionally, maintaining a professional but personal tone in your submission email can be beneficial. Humanize your approach—address the editor by name and cater the release to their beat.

Remember, the goal is to make it as easy as possible for the team at CNN to read, approve, and publish your press release. A seamless submission coupled with newsworthy content can be the deciding factor in whether your story gets the coverage it deserves.

Conclusion

Crafting a flawless press release and navigating the submission process to CNN requires attention to detail and strategic thinking. I've shared insights on the meticulous proofreading required to ensure your announcement stands out for the right reasons and the importance of a headline that grabs attention. Remember the significance of timing and relevance—aligning your release with CNN's editorial calendar can make all the difference. By following these steps and submitting a polished, professional, and pertinent press release you're setting the stage for your news to be taken seriously and potentially reach a vast audience. Now it's your turn to take these tips and make your next press release submission count.