It’s a well-known fact that journalists receive dozens of press releases every week. Since they must conduct interviews, do research, write articles and meet tight deadlines, they don’t have a minute to waste! For this reason, they sort press releases based on their relevance and clarity. To increase your chances of grabbing their attention, read this article, which provides four smart tips.
Above all, make sure you’re announcing real news!
Do you want to remind the media about your company’s 13-year business history, high-quality products and easy accessibility via public transport? DO NOT send out a press release. Journalists may reject it right away. There are several other ways to get media exposure. Remember, the important thing is that the news is relevant and useful to the public.With that, let’s get back to business!
1. Find an evocative headline
Write a clear, catchy headline answering the “who” and “what” questions. For example, “The Sharing Hub invites you to a fundraising show.”
2. Write a clear introduction
A good press release should be no more than a page and a half. Imagine that the journalist only has time to read the first paragraph. You must summarize your story in the first paragraph by answering the questions “who,” “what,” “where,” “when” and “how.” For example:
“The Sharing Hub invites everyone to its fundraising show on Wednesday, June 20, at 8 p.m. at the Candice-Remy Community Hall in Chetwynd. Hosted by comedian Myra Brown, the show will feature several local artists, including country singer Johnny Oakley, jazz pianist Lily Newton-Faulkner and burlesque dancer Sally Robertson. Tickets are available for $20 and can be purchased from various local businesses.”
3. Watch your grammar
Journalists may view you as less credible if your press release contains spelling mistakes or poorly structured sentences. If writing isn’t your strong suit, consider hiring a professional!
4. Provide ready-to-use material
Journalists often require photos to accompany their articles. Provide a few high-resolution images to make their job easier. You can also include one or more quotes from a spokesperson that summarize your message. This will save journalists time and effort, as they can use the quotes as they are. Finally, include the name and full contact details of someone who can answer their questions. Make sure, of course, that this person can address their concerns promptly.
In short, create a ready-to-publish press release to give yourself the best chance of success.
At Scriptum, we can write and edit all types of documents, including press releases. Contact us to find out more!