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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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?
- Include a quote from a spokesperson, someone senior and available to be interviewed at a moment’s notice.
- Add your contact details,email and mobile no, to the press release so that media can follow up with you instantly.
- 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.
Hong Kong, August 2018 – Cred Communications today announced a new client, the UK’s Agriculture and Horticulture Development Board (AHDB), a statutory levy board funded by farmers and growers which plays a vital role in improving farm business efficiency across various sectors. Cred Communications will be focusing their efforts on increasing brand awareness of produce being imported from Britain, comprising premium pork, lamb and dairy as well as beef from native and rare British iconic cattle breeds.
Cred Communications will execute an integrated communications campaign that will cover in-store activities, foodservice initiatives, media relations and social media marketing for AHDB. The contract is for at least one year, with the potential to expand to three.
“Britain exports some of the world’s best beef, pork, lamb and dairy and we’re looking forward to working with chefs and retailers across Hong Kong and Macau on a number of strategic and creative promotions and events to highlight this”, said Mandy Queen, Founder of Cred Communications.
Chosen for their knowledge of the market and in-depth experience across foodservice and retail as well as FMCG, Cred Communications has delivered impactful work for a number of trade organisations and food and beverage clients, including the Scottish Government, the Korea Agro-Fisheries & Food Trade Corporation, produce from Tasmania and New Zealand as well as Lindt & Sprüngli, honestbee and foodpanda. Current clients include Diversified Communications’ Seafood Expo Asia, the Economist Events and the British Council as well as Emack & Bolio’s and The Flying Winemaker.
The Agriculture and Horticulture Development Board (AHDB) is a statutory levy board, funded by farmers, growers and others in the supply chain and managed as an independent organisation (independent of both commercial industry and of Government).
Our purpose is to inspire our farmers, growers and industry to succeed in a rapidly changing world.
Our vision is for a world-class food and farming industry inspired by, and competing with the best.
Few things spell summer quite like enjoying a glass of excellent wine in the afternoon sun. This month, we’re very happy to be doing the PR for Eddie McDougall, the man behind The Flying Winemaker, one of Asia’s most dynamic wine brands. Award-winning winemaker, rosé and Asian wine expert, wine critic and TV personality Eddie believes in the power of wine as the “social glue”. With his cross-cultural upbringing in Hong Kong and Australia, Eddie has worked with many influential wineries and has gathered over a decade of winemaking experience. The brand is well known for their popular event Rosé Revolution, which is now in its 8th year and will take place in Hong Kong, Shanghai and Macau this summer.
We will be working closely with Eddie on publicising his event, along with promoting some exciting new developments for the brand.
Hong Kong, May 2018 – Cred Communications has announced a new client win – the British Council in Hong Kong. The UK’s international organisation for cultural relations and educational opportunities has hired Cred Communications to publicise their event SPARK: the Science and Art of Creativity, a British Council Festival of Ideas, which will take place in Tai Kwun, Hong Kong’s Centre for Heritage and Arts, in January 2019. The first of its kind in Hong Kong, SPARK will celebrate the best of UK creativity and innovation across the arts, sciences and education and provide a platform for the exchange of ideas between the UK, Hong Kong and North East Asia region.
With extensive experience and a renowned portfolio of clients, Cred Communications will execute an integrated pre-event, on-site and post-event communications campaign encompassing social, press events and media relations for SPARK. This is the second time that Cred Communications will be working with the British Council.
Cred Communications was chosen for their strategic and creative approach and proven ability to get media coverage. Over the past year, the company has delivered impactful campaigns for organisations including Global Sources Startup Launchpad, Hong Kong Cancer Fund and Hong Kong’s first bike sharing system, Gobee.bike.
“Working with brands who aspire to influence is what drives us to deliver impactful results”, said Mandy Queen, Managing Director of Cred Communications. “We’re thrilled to be working with the British Council again. We admire the organisation and we look forward to putting SPARK on the map in Asia.”
The two organisations previously worked together in 2017, when Cred Communications promoted the British Council’s Science Alive festival and raised awareness of the organisation’s work in promoting STEM (Science, Technology, Engineering and Maths) education in Hong Kong.
“We are excited to have Cred Communications on board for the launch of our new festival SPARK: the Science and Art of Creativity. SPARK will get ‘under the bonnet’ of arts and culture, science and innovation, and look at the part creativity and innovation play in the sustainability of places like Hong Kong and the UK. We’re confident in Cred’s ability to help us tell the SPARK story successfully through a new campaign that will be both unconventional and meaningful, reaching out especially to younger audiences as the innovators of the future”, said Aideen McLaughlin, Head of Communications at the British Council in Hong Kong.
With a programme curated to provoke and inspire, SPARK will mark the end of the British Council’s year-long 70th anniversary celebrations. It will comprise talks, performances, interactive events and experiences, as well as a thought leadership series and a community outreach programme, taking festival highlights to audiences outside of the Hong Kong metropolitan area.
About the British Council
The British Council is the UK’s international organisation for cultural relations and educational opportunities. They work with over 100 countries in the fields of arts and culture, English language, education and civil society. Last year they reached over 65 million people directly and 731 million people overall including online, broadcasts and publications. They make a positive contribution to the countries they work with – changing lives by creating opportunities, building connections and engendering trust. Founded in 1934, they are a UK charity governed by Royal Charter and a UK public body. They receive 15 per cent core funding grant from the UK government.
They have been working with Hong Kong since 1948. This year, they mark their 70th anniversary, celebrating 70 years of cultural relations and exchange between the UK and Hong Kong.