Pulling together an effective press release is an essential skill for all businesses – small or large, charities, sports clubs, voluntary organisations, and local events.
Just a few words mentioned in the editorial paragraphs about your business, product or event is often worth more than the cost of advertising. Studies show most consumers trust editorials but are sceptical about advertising.
But what should be included in a press release and how long should it be? And who should you send it to?
Here are some tips if you are trying to get your event or company’s name in the media.
Before you put together your press release – think about which publication, radio or TV station you are going to target. Think about your customer. What publication is he or she likely to read? In which publication would details of your product or business sit comfortably?
Take a look at the racks of publications in newsagents and online. See what they publish. Will the contents of your press release be relevant to that publication?
Most press releases fail because the sender hasn’t bothered to read the publication they are pitching to. Check the type of articles publications cover. That way you’ll have a better chance of success.
If you have created an energy drink for the tired business person, are an independent travel agent running husky races in Alaska, or an interior designer for private jets, you would be looking at different publications in which to be highlighted. (The energy drink could go to Business, Food & Health, and Fitness magazines; the husky races could appear in Travel magazines or Dog magazines; and the interior design would be happily placed in Design magazines, magazines covering aircraft and magazines covering high living).
Don’t overlook trade press and regional publications – county magazines, local newspapers, and community websites. They are all worth pursuing and your press release may well be snapped up more quickly than if you aim for just the national press.
Stick to the journalist’s rule: Who, What, Why, Where, When and How? It will help you cover the important details when you are pulling together your press release
Now to the press release.
When pulling together your press release:
Find an angle for your press release which will catch the eye of the editor. Think what you might say to a friend or a colleague. Ask yourself: Is there anything fresh or unusual about what you are saying? If not, then it may not be worth a press releaseThen get straight to the point – to the heart of your story. Make your first paragraph – your intro – short and catchy. The first few lines should summarise what you have to say in around 20 words. It should read like the opening of a news story. Take some time to listen to TV and radio presenters introducing news items. They do this in around six seconds
Stick to the journalist’s ‘5Ws and an H’ rule of: Who, What, Why, Where, When and How? It will help you cover the important details when you are pulling together your press release
Write tight compelling copy in a style that would not look out of place in the publications you are sending it to. Journalists are busy people and the easier it is for them to use the wording from your release the better. Also, ask yourself – is this content newsworthy? If it’s not, it’s unlikely to be published
Try to keep your press release brief and easy to understand. Keep sentences and paragraphs fairly short. Cut out jargon
Include a couple of quotes – they bring the human side to your release. But keep quotes short – and relevant. Use words and phrases which sounds like real speech
Make sure your copy is clean and there are no spelling mistakes. Clean copy highlights your credibilityInclude details such as pertinent dates for your readers – the day, month and year (of launches, exhibitions etc), give the full names of individuals you refer to and give their company position. Include their ages where important
Send the press release to those you think may be interested i.e. Target the distribution of your press release
Think about timings – allow the journalists you are sending it to time to cover it, think about their deadlines.
A good length for a press release is about 300 to 400 words: Three or four short paragraphs and a couple of quotes.
Give your press release a headline which will stand out. Include this in your subject line when you email your press release. It may not be used when published, but the idea is to make your press release stand out among the hundreds received in the editor’s inbox.
Copy and paste your press release into your email. If you just add it as an attachment, it is likely to remain unopened.
At the end of your release, add a section called Notes to Editor.
Here you will give your name, position, and contact number. A journalist may want to get back to you for further details. Include your business website and social media links. Add any background information which would be helpful and explain any technical or business terms which are unlikely to be understood by the lay person.
Give details of any relevant photo attached i.e. what it’s showing and the names and positions of who’s who. But don’t send big picture files with your email as they may clog up the editor’s inbox.
Local newspapers and trade magazines often have few staff. It is not unusual that a well-written press release, with all the relevant information, is published with very few changes. That’s great news. Your chances of publication will be even better if you can provide a good and relevant picture.
Take heart if your press release is not taken up. Send it again or look at the publication and ask yourself if you are ‘pitching’ it correctly or even to the right outlet, or right person. Be persistent and you’ll get there.