
Alright, folks, let’s dive into the world of press releases—those magical little documents that can make or break your brand’s buzz. We’re talking visibility, credibility, and the kind of publicity that has you dancing like nobody’s watching (and if you’re like me, dancing in a dress with pockets makes it even better!). So, grab your pens, put on your thinking caps, and let’s break this down.
What a Press Release Is and Isn’t
First things first, let’s clear up a common misconception. A press release is not your autobiography, it’s not a sales pitch, and it’s definitely not a novel. It’s a concise, factual announcement about something newsworthy in your business. Think of it as your brand’s formal introduction to the world—a “Hello, here’s something amazing we’re doing, and you should know about it!”
A press release is:
- Newsworthy: It has to be something that piques interest—new products, major events, significant milestones, awards, or anything that would make someone say, “Tell me more!”
- Straightforward: Keep it simple, folks. Journalists are busy people; they need to get the gist of your story quickly.
- Professional: It’s not the place for jargon, slang, or fluff. It’s a clean, polished piece of communication. It is not FLUFF! Reporters and producers hate that!
What to Include in a Well-Written Release
Crafting a killer press release is like baking a cake—you need the right ingredients in the right order. Here’s the recipe:
- Headline: Your headline should be snappy and to the point. Make it attention-grabbing but informative.
- Dateline: This includes the release date and location of the news. It sets the context.
- Lead Paragraph: Answer the who, what, when, where, why, and how. This is your hook, so make it count.
- Body: Provide more detail here. Include quotes from key people involved (a little personality goes a long way), statistics, and any relevant background information.
- Boilerplate: This is a brief paragraph about your company. Think of it as your mini-bio.
- Contact Information: Make sure to include your name, phone number, and email address. Make it easy for journalists to get in touch with you. Sounds like that’s common sense, right? Nope. I used to work in media – and you’d be surprised how many people forget this! Don’t make the media search for clues!
The Best Methods to Pitch Your News to Journalists
Now that you’ve got your masterpiece ready, it’s time to get it into the right hands. Here are some golden rules for pitching:
- Know Your Audience: Research the journalists and publications that cover your industry. Tailor your pitch to fit their interests and beat.
- Personalize Your Pitch: Address the journalist by name and mention why your news would be of interest to their readers. Generic pitches are a no-go.
- Keep It Short and Sweet: Your email should be concise. Include a brief introduction, a summary of your press release, and a clear call to action.
- Follow Up, But Don’t Be a Pest: If you don’t hear back, it’s okay to send a polite follow-up. Just don’t overdo it—nobody likes a spammer.
Ways to Repurpose Your Release and Add Call to Action
Why stop at just sending your press release to journalists? Here’s how you can get even more mileage out of your hard work:
- Blog Post: Turn your press release into a blog post for your website. Add a bit more narrative and some visuals.
- Social Media: Break down your press release into bite-sized chunks for Twitter, Facebook, LinkedIn, and Instagram. Add some hashtags and visuals to boost engagement.
- Newsletter: Include the news in your next email newsletter. Your subscribers will appreciate being the first to know.
- Call to Action: Don’t forget to add a call to action! Whether it’s visiting your website, signing up for an event, or purchasing a new product, make sure your audience knows what to do next. BUT, do not have them go to social media. They hate that.
And there you have it! With these tips in your PR toolkit, you’re ready to craft compelling press releases that get noticed. Remember, it’s all about making that connection and getting your story out there. Now, go ahead and write that release—and maybe celebrate with a little dance (pockets optional but highly recommended)!