Mastering press releases: Three ways to ensure maximum impact
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Posted: Fri 27th Sep 2024
Firstly, let’s remind ourselves that a press release is a written piece of communication directed at journalists who work in TV, radio, online and newspaper newsrooms.
Let's say you are announcing a topic or piece of information that is new and newsworthy. A press release offers the chance for you to promote something special and gives journalists a taster to get in touch for more information.
So, you want your press release to be a conversation starter to make journalists pick up the phone and call you for an interview and extra exposure.
Here is how you make that happen:
1. Make it newsworthy
"News is something that happened today – that didn’t happen yesterday...”
– Kelvin McKenzie, former editor at The Sun
You have a story – you think it is great and the media will want to know more but is it really newsworthy enough to stand out?
Ask yourself these questions and explain the answers in your press release:
Who is the story about?
What is the story about?
Where does the story take place?
When will the story occur – now or in the near future?
Why is this story important to the reader?
How will you tell the story – using radio, TV, written word, online or in newspapers?
Remember news is about people – what will they say and what do they think? Think about how your story will affect people and more importantly the target reader or listener.
2. Make it eye-catching
Traditionally, press releases are one or two pages of text. Recently, they have become more visual because visuals are processed 60,000 times faster in the brain than text.
Think about ways you can make your press release aesthetically pleasing:
Can you include your logo?
A professional headshot of you?
Great quality images of your product or premises (if relevant to the story)?
Nowadays infographics are used to demonstrate statistical information within a story – it’s a great format that will help the story to appeal to the journalist.
3. Sell the story
So you have written your press release and are ready to share it with the media world. You have 30 to 60 seconds at the start of the phone call to get the journalist interested in your story. It is not an easy task so try these points:
Before you call, prepare a script that allows you to share three or four bullet points that encapsulate your story
Have you got supporting information ready, such as facts, figures and images?
Do you know the publication you are about to call – is your story relevant to them and their readers?
Journalists are busy people so ask ‘is this a good time to talk?’
Be keen and enthusiastic – sound passionate about your story
Be courteous, polite and friendly. You know what you want but be mindful that the journalist has a job to do
Perhaps an email may be a better approach to establish contact and build rapport
Each medium has its unique way of communicating with the audience. What can you give to the journalist that will make their life easier – perhaps images and an audio soundbite for an online article?
Final thoughts
Have you created a great press release lately? Do you need help and ideas? Here are a few more pointers and ideas for you to explore:
Consider visual elements
Nowadays infographics are used to illustrate stories that have a lot of statistical data, so you may want to use this
Have you got a nice head and shoulders professional image of you (if the story is about you?)
Have you got a professional image of the product, location or event?
Locality and topicality
Has the story got any topicality to it – does it reflect the big talking points at the moment, such as the Budget or the General Elections?
Where is your story based – Scotland, Wales, London or your local town? Mention any local connections and links so the story relates to the local reader.
Contact information
If the reporter wants to know more, they will contact you. Ensure you include a daytime contact telephone number, email address and website for reference purposes.
Don't forget to use your social media
Social media has become a great way to express who we are and what we do, so plan your content. Think about:
What you post: What is the tone and message? Is it positive, friendly, or helpful?
What you share: If you’re sharing links to other websites, make sure they work and are from a reputable source
Who you connect with and befriend: Social media connections are built around algorithms
When you share: Try to mirror the buying and browsing of your audience and save your best content for these occasions. For example, share your best content during office working hours, not at 2.00 am when no one will see and engage with it.
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