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How To Write A Successful Press Release

As part of the Intergage offline team, my day is filled with the more traditional elements of marketing such as Advertising, Branding and PR. I often hear clients comment on the overwhelming sense of bewilderment they have when it comes to writing press releases.

News-Painting-May-12The aim of a press release is to communicate information to the general public and importantly the media, about your business and the services you provide.

The benefit of which is the creation of a positive brand image and the development of relationships within your chosen community, whether that’s geographical or industry lead.

The need to generate content that is engaging and informative, which speaks to multiple audiences and hopefully delivers your end goal of increased brand awareness or perhaps sales and/or attendance to an event – seems like a daunting task for many.

But the truth is, there is a very simple formula that you can follow that will allow you to create attention grabbing PR campaigns.

Who, What, Where, When, Why, How

Ideally, your ‘who, what, where, when and why’ should go in the opening paragraph or your press release. This is so in the event your intended audience don’t continue reading past the 1st paragraph, or as commonly occurs, the media don’t print past the first paragraph; your audience will still have the key facts needed.

Who: Who are the key people involved – Your company, colleagues, customers, community? Additionally, who does your news affect/who does it benefit?

What: Simply, what is the news? Is it an event, expansion of business, financial target hit?

Where: Where is this happening, is it only relevant to a certain geographical location? If it’s an event/open day, will it take place at your company premises or somewhere nearby?

When: What is the timing of this? Is it in conjunction with any local/national events?

Why: Why is this important news — what does it provide that is different?

How: How did this come about? If it’s an event, how will you be delivering this?

To Do List 12thTop Tips

Once you have the basic format understood, you can look at implementing the following tips for writing a successful Press Release

  • Keep it short and sweet: Aim for one page and avoid using complicated language.
  • Know your media: Understand the types of stories that your local papers and radio stations report on.
  • Send PR in email: Not as an attachment but in the body to avoid your email being bounced or spammed.
  • Follow ups: If you don’t hear back or receive confirmation they received your PR, give the media a call.
  • Get Feedback: If your story hasn’t been used, see if you can find out why – Perhaps it was the wrong type of story or bad timing? Could it work at a later date?
  • Include Images: Stories with pictures are more likely to get recognised and published than those without.
  • Partner Up: The media are more likely to publish a story that involves more than one business. Find a partner and get creative. (Not the same partner for every release)

Once you apply time to understanding these fundamentals of PR, you will begin to see a growth in the reach of your press release.

If you would like to discuss any of our Traditional Marketing services in more details, give the office a call on 01202 684 009  or contact us online.

Better still, why not pop in for a coffee and we can plan your Marketing Journey!

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