Your brand is important to you and you want it to be noticed. It is possible to get your news published. Sharing your news in the right format is important.
It is difficult to get the media and journalists to accept your stories when they receive so many news releases on a daily basis.
Can my story stand out?
What do I need to do to ensure my news gets published?
Creating a good press release is the first step in answering these questions.
I was surprised to hear that not all the releases he gets are as good as the next one.
Many companies can't afford PR agencies who know how to write good releases.
I will give you my top ten tips on how to write a great press release if you fall into that camp.
1. Start with a stand-out title
The title of your press release should explain what the release is about in a concise way. Don't be clever with your title. It should be called 'Ronseal', it does what it says on the tin.
Try a press release like 'Experienced change manager joins local practice to boost presence on Island'. If it is a new service launch, you could try something like, "local trustees respond to rising client demand with new portal".
Don't be disappointed if the journalist changes your title to something they think is better, it's also worth noting that the journalist may choose to change your title, so don't be disappointed
2. Write in the third person
The voice you are using in your press release should be considered.
The third person is preferred by journalists. If the release is about you, don't write in the I format; instead, write in the third person.
3. Make your first paragraph count
The reader will notice your first paragraph. The what, why, when and how should be laid out. The journalist will have already binned the press release if it is left to your third or fourth paragraph. Don't set the scene late.
An experienced change manager is joining Make A Change. Make A Change will be able to become the change management firm of choice amongst the local healthcare community, as a result of the appointment of the Change Principle.
A new appointment for Make a Change is announced in this paragraph. Today is when the appointment begins. The why is included. What is the reason for the hiring ofBrenda? To make a change in the healthcare industry.
Journalists can read the release and make a decision. If it takes them more than a minute to figure out the purpose of the release, they may move on to another one that does.
4. Don’t make it too salesy
A new service has just been launched and you want people to know about it. Sending a press release to the local business news anchors is a great way to promote your business and the new service, but make sure your content isn't too salesy. Journalists don't like promotions.
It's better to explain the features and benefits of the service. Don't push the message and allow the reader to decide if it's worth following up on.
5. Don’t shorten links
It is a good idea to include a link on your website. Journalists prefer the original version and don't want to shorten it. If the link is shortened, it could be seen as a security risk. If you send your press release to the media and don't pay for advertising, don't expect the journalist to include the link in their article.
6. Add an About Us section
Give more context to the story by offering some background information about your company. This should be included at the end of the press release. If you need it, it can help the journalist.
7. Only include embargoes if absolutely necessary
If you don't want your news to be published until a certain time, add an embargo to your press release. Journalists don't like them so only use them occasionally. Attach capital letters at the top of your release if there is an embargo.
8. Make it easy for the media to contact you
Journalists can easily contact someone if they need more information after the About Us section of your press release. Adding the details of someone available to speak to the media when the press release is issued is something that should be included in the distribution of the press release.
9. Offer interviews
If you want to give the media the chance to interview you or a colleague, add a section after the end of the release and entitle it "Interview Opportunity" Let the media know who is available for an interview.
10. Share an image
Sharing images associated with the release is always a good idea. A high-resolution image of the person should be included in the release. It's good enough for printing if it's over 800 kilobs. If you have the image, you should share it in the appropriate formats. The media won't use an image that is too low in resolution if you send it too high in resolution.
