Local PressGetting your business press coverage
Finding the storyIs it promotional?Is it newsworthy?Who is reading it?Get your who, what, when and why sortedbefore you pitch
Finding The StoryLots of different ways to get coverageReviews: can a journalist try out yourproduct?Lifestyle: how your product can beneﬁtreadersInterviews: who in your company has astory?
Finding The StoryExpert opinion: reactive opportunities tocurrent news stories or topicsExpert information: recipes, style how-toForward features: can you contribute?Regular features: do you ﬁt the bill?
Finding The StoryPR StuntsCharity eventsSocials and eventsSurveys - a Yeti favourite
The Lesser ConsideredCompetition prizes - not the EchoAlso competition prizes for social mediaProduct placement - fashion pagesContra deals
Formatting Your Press ReleaseShow the date in the textIs it for immediate release or under embargoContact details of your company - phonenumberPaste into the email - no attachments
Example For more details contact email@example.com 07879 616263 20th March For Immediate release Man Bites DogAn extremely hungry man has been spotted biting a dog on the outskirts of Gloucestershirelate last night.Eye witnesses at the scene said the man looked like he was considering going into Tesco butthen spotted the dog. There have been repeated outbreaks of men biting dogs due to the risingcost of food in supermarket chains around the country. Mark Kergood, a representative ofTesco said:“The cost of bread has only risen by 2p we could not foresee the vast number of dog casualtiesit has resulted in.”So on... ENDSFor further details contact firstname.lastname@example.org, 07970 616 263
Formatting Your Press ReleaseLow res images in emailsHigh res on request (300dpi)Put images on a DropboxCredit the photographer
Writing Your ReleaseHeadline should be factual not snazzyCaps in headlinesWrite an overview in italics - short andsweet summaryDon’t make the ﬁrst few paragraphs aboutyour company - mention further down
Writing Your ReleaseAdd a quote in from a relevant personInclude keys dates where relevantCheck for typos - get it proofedContact details!
Top TipsPick up the phoneCheck you’re talking to the right personKnow your deadlinesBe friendly