Always put a date on your press release.
“What is news? News is the plural of new: If it’s new, it’s news.” – Penny Haywood
- Find out what your customers and potential customers are reading, watching and listening to – target those titles.
- Tailor the press release to the publication. Contact the journalist to pitch the story and build up a relationship with them.
- LAYOUT : Use a strong, succinct headline. This can be supported by a more detailed subheading.
- Include a strong opening paragraph. Think News. Get the ‘who’, ‘what’, ‘where’ and ‘when’ into the first paragraph.
- The next paragraph should answer the question ‘why?’. Use an interesting quote from a spokesperson / client / member of your team. This helps add weight and human interest to the press release.
- Short paragraphs make it more likely that the release will be read. Think about your audience and make the press release relevant to them. Try and add something of use to the readers.
- Add an interesting picture or two – minimum 300dpi.
- Use the release to generate leads. Direct readers to your website if you have one and encourage them to register for something of value, such as a report or a free sample. Continue this relationship with an email campaign.
- Check your press release for spelling, grammar and accuracy.
- Include a company outline in a ‘notes’ section at the end. You can also add other background information here.
- Length – keep the main release down to no more than one A4 side of standard size type.
- Make it easy for the journalist to follow up – give clear contact details for at least two people – they might be up against a deadline and need to get hold of someone fast.
“That’s all great, but I just haven’t got time”
Would you like us to write and distribute your press release for you? We charge from £180 per release.
Please contact Joanne Wilson at Fill The Gap Marketing Ltd.
Telephone 01636 555 055 or email Joanne@fillthegapmarketing.co.uk