Writing press releases journalists will use

The most important question

Choose the right media

Get to the point

Don’t exaggerate

Make quotes count

Be accessible

Avoid the email abyss

A 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 media

Get to the point

Don’t exaggerate

Make quotes count

Be accessible

Avoid the email abyss

The right picture is worth a thousand words

www.partners-group.co.uk

T: 01904 610077