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

2. Writing press releases journalists will use
The most important question
Choose the right media
Get to the point
Don’t exaggerate
Make quotes count
Be accessible
Avoid the email abyss
A picture is worth a thousand words

3. 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

4. #1 The most important question

5. “So what?”

6. #2 Choose the right media

7. Media selection
• Local, regional, national?
• Trade?
• Online, offline - both?
• Print?
• TV?
• Radio?
• Social media?

8. #3 Get to the point

9. Your opening sentence
• Who?
• What?
• When?
• Where?
• Why?

10. #4 Don’t exaggerate

11. 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

12. The ‘what,
where,
when’
Snappy headline
Explanatory quote
(no delight in
sight!)
Supplementary event
information
The ‘why’ (plus a mention
for the organiser)
In practice…

13. #5 Make quotes count

14. Delighted…?
MD of Yet A.N. Other company, said: “I am
absolutely delighted to tell you how delighted
I am, which you will be delighted to see you
can cut out of the story without it making any
difference whatsoever.”

15. …or something else?
MD of Best Green Widgets said: “The global
market for green widgets grew by 10% last
year. Our business grew by 15%. Adding
Steve’s expertise to the team will enable us to
continue that growth and create 25 jobs this
year.”

16. #6 Be accessible

17. Make it easy for journalists
• Include contact details
• Be available to take the call
• Picture captions

18. #7 Avoid the ‘email abyss’

19. 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

20. #8 A picture is worth a thousand words

21. …but only if it’s the right picture!

28. Quick recap:
So what?
Choose the right media
Get to the point
Don’t exaggerate
Make quotes count
Be accessible
Avoid the email abyss
The right picture is worth a thousand words

29. www.partners-group.co.uk
T: 01904 610077