How to write a press release

Writing press releases journalists will use

The most important question Choose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email abyssA picture is worth a thousand words

What did positive media coverage ever do for us?

• Create business opportunities• ‘Warm up’ a sales environment• Educate people about your capabilities• Build goodwill for your business• Provide strong content for wider marketing activity• Help counteract negative publicity• Ensure perceptions match reality

#1 The most important question

“So what?”

#2 Choose the right media

Media selection

• Local, regional, national?• Trade?• Online, offline - both?• Print?• TV?• Radio?• Social media?

#3 Get to the point

Your opening sentence

• Who?• What?• When? • Where? • Why?

#4 Don’t exaggerate

The best thing since sliced bread?

• Keep it factual• Make sure you can substantiate claims• Explain, don’t sell• Include an interesting quote• No bragging!• Quality over quantity• Content hierarchy • Background info

The ‘what, where, when’

Snappy headlineExplanatory quote (no delight in sight!)

Supplementary event information

The ‘why’ (plus a mention for the organiser)

In practice…

#5 Make quotes count

Delighted…?

MD of Yet A.N. Other company, said: “I am absolutely delighted to tell you how delighted I am, which you will be delighted to see you can cut out of the story without it making any difference whatsoever.”

…or something else?

MD of Best Green Widgets said: “The global

market for green widgets grew by 10% last year. Our business grew by 15%. Adding Steve’s expertise to the team will enable us to continue that growth and create 25 jobs this year.”

#6 Be accessible

Make it easy for journalists

• Include contact details• Be available to take the call• Picture captions

#7 Avoid the ‘email abyss’

Don’t let your story get lost

• Get to know your target media• What areas do they cover?• Find the right person• Check deadlines• Call before sending

#8 A picture is worth a thousand words

…but only if it’s the right picture!

Quick recap:

So what? Choose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email abyssThe right picture is worth a thousand words

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