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9 FUNDAMENTALS OF A GREAT PRESS RELEASE THAT WILL GET RESULTS


Press releases still matter. They remain the main way to supply journalists with easy to digest information in a recognisable format. They are how we achieve the majority of great coverage for our clients.

We previously mentioned the importance of writing a great press release in our blog article 6 Actions to Take Before Engaging the Media. In this post we are going to explore 9 Vital Components of a Great Press Release.

  1. First things first, you need a great heading including a news angle to draw people in (same heading can be used in your email to the media). Journalists receive 100s of emails per day. Your release needs to stand out.
  2. Traditionally every release should include who, what, where, when and why in the first paragraph so that journalists can quickly identify whether this is a story that they want to write about or not.
  3. Keep it short!  Journalists have very little time. It needs to be short, to the point and in plain English (try not to waffle or use language only an expert from your sector would understand). Trust me, no one wants to read pages and pages of how great you are with multiple product photos embedded into the copy.
  4. Include links to photos that can be downloaded and also a link to your website and social media channels. Journalists will check these out. If you are lucky, organisations will create a link back to your website but this is not guaranteed as remember this is earned media and not paid media.
  5. The release should be written in third person and not as a piece of sales material that talks directly to the audience. Let the journalist draft the article for his or her readers.
  6. Ensure that it is relevant and newsworthy to the market you are pitching. Is it new, relevant, good or bad news, related to an existing story, the biggest, the smallest, timely?  
  7. Include a quote from a spokesperson, someone senior and available to be interviewed at a moment’s notice.
  8. Add your contact details,email and mobile no, to the press release so that media can follow up with you instantly.
  9. Include a boiler plate at the end of the release – this is a short bio of your brand or organisation so that the journalist clearly understands when you were established, who you are, what you do and why you do it.

Remember, don’t pitch to a journalist unless they write about your sector and it is relevant to them, otherwise it is spam and they may never open another email from you again or worse shame you on social media for not doing your research properly.

Do you take a look at our post 99 Reasons to do PR.

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