Journalists are busy people and have a thousand stories like yours to tell. Follow these 10 top tips to capture their attention with a ready-made release which meets their expectations
Journalists are busy people and have a thousand stories like yours to tell. Follow these 10 top tips to capture their attention with a ready-made release which meets their expectations
It may seem obvious, but many organisations fall into the trap of sending out releases which have no inherent news value. ‘This is what our company does’ is not news. Have you raised money? Made a key appointment? Bagged a major client? That’s the story.
How would you describe it if you were making small talk in the pub? Would you open with a long-winded background, or get straight to the point? This should form the basis of your headline and intro.
Less is more when it comes to headlines. Intricate puns are the preserve of print media and the internet demands a more straightforward, keyword-driven approach, so adapt accordingly. If you can say it in five words, great – but certainly no more than 10.
The importance of the top three pars cannot be overstated. Reading them should give a clear understanding of what the news is and why it is significant. Online stories especially demand that these consist of one sentence apiece, or two at the most. Which takes us to…
Who is the story about? What happened? When did it take place? Where did it occur? Why did it happen? These are the questions that every good press release should answer, whether in the top three pars or when expanding below this.
Write the story as you would expect it to appear in a newspaper or website, not from the point of view of the company. Would you expect a news outlet to write about your amazing company or its incredible technology? Removing superfluous qualifiers will help to keep your copy succinct.
You actually have less than a second to capture the attention of a busy journalist flicking through hundreds of emails. Snappy, clear subject lines and headers are vital to persuading them to devote a few more precious seconds to your pitch.
Shouty, bold capitals scream self-importance and your average cynical journo is going to be naturally sceptical of anyone trying to force a release down their throat. Explain why the news is important and relevant to them without going OTT.
There is nothing that annoys a reporter or editor more than having to waste time asking for materials which could easily have been sent with the initial email. Include a relevant, striking image for which you hold the copyright – or is copyright-free – and ensure it is of appropriate size.
A ‘notes to editors’ section following the main release can contain any relevant info about the business which could add background colour. When was it founded? Where are its offices based? How many people does it employ? Who are its key clients and markets? Comprehensive contact details for the company and/or PR agency are essential here too.