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
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