the journalist a reason to use your article as a 'local angle' ... publication, it's unlikely the journalist will be an
Ten top tips for writing a press release by SBN member Beth Whittaker of Viva Communications
[email protected] www.viva-communications.co.uk
"News is people. It is people talking and people doing. Always tell the story through people" - Harold Evans 1 Start the release with a short catchy title giving a sense of the ‘angle’ of the story in a few words, but don’t get bogged down in trying to write the perfect headline. Just make sure you get all the details you think are important in the release, using the checklist in 2 Keep it short (try to keep to a maximum of ten paragraphs) and include some great ‘sound bite’ quotes from you and from clients or customers. Be enthusiastic about what you to say! News is just what it says on the tin. It's something new, interesting, attention grabbing! Would YOU want to read your press release? 2 Find a news 'hook' – consider linking your press release to an issue or survey which is receiving national or local coverage, giving the journalist a reason to use your article as a 'local angle' to a national story. If you have expertise in a particular field, develop a reputation as an expert that the media can approach for strong, 'soundbite' quotes in future. 3 The 5 Ws Make sure you include the following information in as few paragraphs as possible: • Who – who is the focus of the article – could be you, or a product, or your customers or clients • What – what is new, different, first, biggest… news is not 'everyday' • Where – where are you based; why Stroud (for example) • When – if a launch or opening, be clear about dates and times. Be aware of media deadlines – eg a monthly magazine copy deadline is often at least two months before publication
•
Why – why did you set up your business, why are you launching a new product/service, why are you moving to new premises, why are you hiring new staff
4 Use ‘human interest’ - stories about people can make a huge difference in attracting the media’s attention. Ask existing customers or clients to help tell your story by quoting them (with their permission) – get them to 'sell' your business, product or service. Concentrate on how what you are doing makes a difference to your clients or customers. Think about what the eventual reader/listener/ viewer will want to know. 5 Write it right! Always write in the third person: Beth Whittaker is a PR professional, not I am a PR professional UNLESS you quote yourself – which you must do! Quotes are more immediate and more interesting to read. Write it straight! Don’t be whimsical! Check out the media you are hoping to get coverage in. Most journalist just want straight information, no exclamation marks, no little jokes! Unless you are targeting a professional or trade publication, it's unlikely the journalist will be an expert in your field – so assume you need to explain. Avoid using acronyms or jargon, and if you cannot avoid an acronym, ensure you spell it out in full the first time you use it. 6 Picture perfect If you are organising an event, opening a new outlet or launching a product or service and you think it would make a good photograph, consider inviting a photographer from the newspaper. If a photographer does arrive, make sure there is
someone available to show him/her around to help them get the photo you and they want! Learn how to take good photos yourself to supply to the media (high resolution is essential) or (even better) commission a good photographer (SBN has several excellent professionals!) 7 Be subtle Although it's essential to promote your business name, keep it subtle! Mentioning it in every paragraph might actually annoy the journalist so much, they remove it altogether. Quote yourself by making yourself 'say' what the crux of the story is. 8 Include a ‘Notes for the news editor’ section at the end of a release if you need to give more detail to help the journalist understand more complex information. Keep the description straight and emphasise the difference your product or service makes to people. Although you may have been winning coverage in the media regularly, your release might land on the desk of someone who has, that week, started in the job and has moved from another part of the country. Don’t expect journalists to remember all about you every time you make contact! 9 Give your contact details - and make sure you are available to take follow up calls
from the media. If you are called, the reporter wil probably be ‘hitting a deadline’ and want the information fast, or request an immediate ‘live’ interview for radio or TV. Be clear what they want to know first, then, if you are not confident of the answers, offer to ring them back five minutes later, giving you a chance to make a few notes to yourself. 10 After sending your press release, you can follow it up to check the newsroom has received it, to offer additional details if needed and, if you are planning an event, that it is ‘in the diary’. If it is a really strong story, and doesn't get used, it is perfectly ok to call the reporter or newsdesk and suggest you re-send the release for consideration again. If you can establish yourself with local media as a reliable contact who regularly provides consistently ‘good stories’ or story ideas, they will start coming to you first when they need information in the future. Keep a copy of all press releases you send along with the list of media you sent it to and the date it was sent. If the story is used, make a note of which media used it. If the article is published under a reporter’s name (called a by-line) make a note of that too. Then you can contact the same journalist again, referring to their previous coverage.
If this seems too complicated, don't forget, you can call on my services to help you raise your profile in your target media! I'll give you sound, commonsense advice and support based on my 10 years experience as a journalist and 20+ years as a PR professional. Beth Whittaker Viva Communications Limited T: 01453 759675 E:
[email protected] W: www.viva-communications.co.uk www.twitter.com/bw58 www.linkedin.com/in/bethwhittaker1 © Beth Whittaker Viva Communications Limited July 2011
