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