Media training: How to structure a press release that will stand out from the rest

We often hear from clients about their brilliant, show-stopping press releases yet they are baffled when they get no bites from busy journalists. Try these helpful hints when structuring your next press release.

  1. Know what angle you are going to take
    Make sure in your pre-writing thinking you consider the angle of the story. Is the news interesting? Will anyone outside of your organisation care? Make sure you keep to the facts; what does your product, service or event have to offer readers.
  2. Know what outcome you want
    Create interest in the headline and be direct. Make sure your release has a purpose. Keep in mind that your goal is to make journalists want to pick up the phone or send an email to find out more.
  3. Make sure nothing is missing
    Is your news timely? Or has it passed its use-by-date? With online news sites giving readers up-to-the-minute news updates your release needs to be factual and informative. Make sure you don’t leave out useful information making your release newsworthy.
  4. Include a quote
    Keep in mind the purpose of a press release – you’ve got news to share and a strong, descriptive quote will capture the attention of journalists. A quote also provides the journalist with name of your spokesperson and who they could potentially interview.

Lastly, make sure you do more than just email your press release to media contacts. Use your website to promote your news, preferably with a link on your home page. Not only are you adding fresh content to your site, search engines will love it.

 

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