Upload
partnersyork
View
277
Download
0
Tags:
Embed Size (px)
DESCRIPTION
How to write a press release that journalists will want to use
Citation preview
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
www.partners-group.co.uk
T: 01904 610077