Yachting Pages presents insight into writing effective press releases, with how-to tips for writing and targeting your story at the relevant news media. Read this article in full on Yachtingpages.com - http://www.yachting-pages.com/content/tips-for-writing-an-effective-press-release.html

1. The key to writing an
effective press release

2. A press release is…
A written communication
targeted at members of the news media,
strategically written to
announce and inform of events
that are considered to be
news, or newsworthy.

3. A word of warning…
Do not issue a press release for the sake of it!
Before writing any PR, ask yourself:
» Is there value in this story?
» Does it warrant a press release?
» Would I be interested to read this story myself?
» Will it get picked up by the media,
or is my story better shared elsewhere?

4. What makes a story
newsworthy?
Timing
Topical
Human
Interest
Prominence
ProximitySignificance
Controversy

5. 'News' is often defined as the shocking,
the unusual, the horrific, or the offbeat.
'Dog bites man' usually isn't
newsworthy unless the man dies.
'Man bites dog' is almost
always newsworthy.
“
” - Kathleen Hanover
“When (and why) you should send out a press release”

6. 1
What should go in
a press release?
Who?
What?
Where?
When?
How?
Why?
✓
✓
✓
✓
✓
✓

7. A good press
release should…
» Have current grounding
» Include 400 to 500 relevant words, or 4 to 5 concise paragraphs
» Be purely factual and objective
» Have a clear angle or focus
The overall key to success?...
A human interest angle.

8. » A revolutionary product launch, or notable
product improvements
» New partnerships, rebranding or
top-level recruitment
» Record revenue or sales that indicate
industry trends
» New awards or industry recognition
» New industry insight with statistical back-up
What warrants
a press release?

9. Remember that human interest angle...
✘ A sales pitch
✘ A routine hire, or junior entry
✘ A superyacht project with few details due to confidentiality
What does not
warrant a
press release?

10. Too often organisations feel obliged
to write press releases using material
that is not newsworthy.
Fact: If the journalist does not consider it
newsworthy, it won’t get coverage.
Your aim is to get coverage and raise
awareness among your target audiences.
“
” - Debbie Leven
The PR Coach, via MarketingDonut.co.uk

11. What is my
news angle?
Your news angle will always depend on your target audience...
Yachties
2
Worldwide news outlet
Industry professionals
End user
General news media
Local news media
Industry news outlet

12. The news angle is your specific hook.
It's the news event, the controlling issue,
and the reason the news editor will
want to publish your story.
It should tell how it affects your
industry, organisation, or community.
“
” - Wesley Upchurch
Ideas for Marketing

13. If your news event is of interest to two or more
different audiences, you should be issuing
two very different press releases.
Users of a specialised industry website
would need or expect
very different content to readers
of the local newspaper:
Your writing style, tone and
news angle will ultimately change.

14. 3 How to write a
press release
Press releases follow a very
precise structure and format…

15. 1. Timing: Indicate if your news is ready for immediate release, or
embargoed until a later date
2. Testing titles: Give your release an attention-grabbing title that
accurately summarises the story
3. Format: Use wide margins, punchy
sentences and concise copy, with the most
important information at the top of the story
From start to finish
Most important information
working down to
the least important
information

16. 4. Facts: Back up your story with relevant quotations or statistics
5. Keep it short: Don't include personal opinion or
descriptive language
6. Boilerplate: Include further information and contact details for
journalists to find out more
7. Images: Include a few relevant photographs or images to
illustrate your story. Add captions and copyrights, or links
to further multimedia.
From start to finish

17. Distributing your release to the news
media and catching coverage.
Targeting your
press release
4

18. Getting the word out there
There are many ways to distribute a press release:
» Direct email, pasting the release into the main body
» A PR distribution service
» PR agency
Alternatively you could trust a media group
like Yachting Pages to distribute your
release to 1,000’s of industry publications.
Distributing
press releases

19. Finding where your story has been covered
It’s possible to set up search engine
alerts with Google, Bing, Yahoo, etc. for
your business name or chosen keyword
to catch any online coverage from your
press release.
Your media group, press agency or distribution
service should also notify you where your story is used.
Catching coverage

20. Learn more!
Read more
PR and marketing tips on
Yachtingpages.com
Contact
Yachting Pages
to help with your PR
and marketing