Media coverage is a great way of raising the profile of your business. As well as being cheaper than paid advertising, consumers trust editorial content a lot more (1). But writing a press release that results in those all important column inches can sometimes seem like a dark art.
It helps to start off with a clear idea of what you want to say and who your target audience is. What would you like them to do as a result of reading about your business? This is called a call to action and is a great starting point when writing your press release and deciding what information to include. It also focuses the mind when deciding on your target publications. Don’t forget, today’s media landscape is hugely varied and your news may be more relevant to trade press than local or national publications. You may also consider outlets such as radio stations ,TV channels or online newswires. Decide what you want to gain as a result of any media coverage with measurable objectives. For example, you might want to generate 30 enquiries about a new product.
Press releases follow a set format. At the top, you need to write: ‘Press Release’. Include your company name, the date and a headline. Then write the story, when it is finished, let the journalist know by writing ‘Ends’. Don’t forget to add your contact details, in case the journalist wants to get in touch for more detail. You can provide further background information underneath in a section called ‘Notes to editors’. This might include general information about your organisation and its services.
Here are five tips to help you ensure your press release results in media coverage:
After your story has appeared, make the most of the exposure. Add cuttings to your website and include links in your social networks and newsletters. If it’s a particularly positive piece endorsing a product or service you offer, add quotes to your testimonials pages.
1 Nielsen Global Trust in Advertising Report says 58% of consumers trust editorial content such as newspaper articles, while 46% trust ads in newspapers.