Writing press releases journalists will useThe most important questionChoose the right mediaGet to the pointDon’t exaggera...
What did positive media coverage ever do for us?• Create business opportunities• ‘Warm up’ a sales environment• Educate pe...
#1 The most important question
“So what?”
#2 Choose the right media
Media selection• Local, regional, national?• Trade?• Online, offline - both?• Print?• TV?• Radio?• Social media?
#3 Get to the point
Your opening sentence• Who?• What?• When?• Where?• Why?
#4 Don’t exaggerate
The best thing since sliced bread?• Keep it factual• Make sure you can substantiate claims• Explain, don’t sell• Include a...
The ‘what,where,when’Snappy headlineExplanatory quote(no delight insight!)Supplementary eventinformationThe ‘why’ (plus a ...
#5 Make quotes count
Delighted…?MD of Yet A.N. Other company, said: “I amabsolutely delighted to tell you how delightedI am, which you will be ...
…or something else?MD of Best Green Widgets said: “The globalmarket for green widgets grew by 10% lastyear. Our business g...
#6 Be accessible
Make it easy for journalists• Include contact details• Be available to take the call• Picture captions
#7 Avoid the ‘email abyss’
Don’t let your story get lost• Get to know your target media• What areas do they cover?• Find the right person• Check dead...
#8 A picture is worth a thousand words
…but only if it’s the right picture!
Quick recap:So what?Choose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email ab...
www.partners-group.co.ukT: 01904 610077
How to write a press release
How to write a press release
How to write a press release
How to write a press release
How to write a press release
How to write a press release
How to write a press release
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How to write a press release

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How to write a press release that journalists will want to use

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How to write a press release

  1. 1. Writing press releases journalists will useThe most important questionChoose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email abyssA picture is worth a thousand words
  2. 2. What did positive media coverage ever do for us?• Create business opportunities• ‘Warm up’ a sales environment• Educate people about your capabilities• Build goodwill for your business• Provide strong content for wider marketing activity• Help counteract negative publicity• Ensure perceptions match reality
  3. 3. #1 The most important question
  4. 4. “So what?”
  5. 5. #2 Choose the right media
  6. 6. Media selection• Local, regional, national?• Trade?• Online, offline - both?• Print?• TV?• Radio?• Social media?
  7. 7. #3 Get to the point
  8. 8. Your opening sentence• Who?• What?• When?• Where?• Why?
  9. 9. #4 Don’t exaggerate
  10. 10. The best thing since sliced bread?• Keep it factual• Make sure you can substantiate claims• Explain, don’t sell• Include an interesting quote• No bragging!• Quality over quantity• Content hierarchy• Background info
  11. 11. The ‘what,where,when’Snappy headlineExplanatory quote(no delight insight!)Supplementary eventinformationThe ‘why’ (plus a mentionfor the organiser)In practice…
  12. 12. #5 Make quotes count
  13. 13. Delighted…?MD of Yet A.N. Other company, said: “I amabsolutely delighted to tell you how delightedI am, which you will be delighted to see youcan cut out of the story without it making anydifference whatsoever.”
  14. 14. …or something else?MD of Best Green Widgets said: “The globalmarket for green widgets grew by 10% lastyear. Our business grew by 15%. AddingSteve’s expertise to the team will enable us tocontinue that growth and create 25 jobs thisyear.”
  15. 15. #6 Be accessible
  16. 16. Make it easy for journalists• Include contact details• Be available to take the call• Picture captions
  17. 17. #7 Avoid the ‘email abyss’
  18. 18. Don’t let your story get lost• Get to know your target media• What areas do they cover?• Find the right person• Check deadlines• Call before sending
  19. 19. #8 A picture is worth a thousand words
  20. 20. …but only if it’s the right picture!
  21. 21. Quick recap:So what?Choose the right mediaGet to the pointDon’t exaggerateMake quotes countBe accessibleAvoid the email abyssThe right picture is worth a thousand words
  22. 22. www.partners-group.co.ukT: 01904 610077

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