PR is a fantastic communication channel and should be part of every business’ marketing strategy. When executed well, it can positively influence your company’s brand perception, culture and reputation. It comes in many different forms, from digital to radio, bringing an opportunity to talk to and influence a range of audiences. As well as all of that, it can also be cost effective compared to advertising, providing you do it right!
So, when you’re ready to shout about something to your chosen media outlets, make sure you ask yourself these 5 questions:
- Is your story really a story?
Don’t waste your time writing a press release if it isn’t going to get the coverage you want. Will your story be interesting to the audience you’re presenting it to? Ask yourself: will anyone care? This might sound a little insensitive, but your press release should be something that someone else outside of your organisation will be interested in.
Take a look at some of the publications you want to feature in and get a feel for the type of stories that are published – it will give you a good benchmark to work from.
2. Do you have a killer title?
When you submit your press release, you need a title that is going to catch the attention of the journalist. Remember, they get hundreds of press releases sent to their inboxes on a daily basis, so make sure yours stands out.
A general rule of thumb is to have no more than 5 words; this way the whole title will fit within the subject line of their email inbox without being cut off. Don’t make your title overly complex, and be sure that it represents the content of your press release accurately.
3. Have you been waffling?
Make sure the content of your press release is concise and to the point. The first paragraph should sum up the whole story – think of the five ‘Ws’: who, what, where, why and when.
Get somebody else to read over it and check for any errors. The last thing a journalist wants to do is correct any mistakes.
4. Have you included any quotes?
Quotes are great for breaking up the press release – they should be included to provide opinion and insight into your story. Some readers will skip straight to the quotes section to get the jist of the news item, so make sure your quotes are insightful.
5. Have you sent a photo?
Photos are always a welcome addition to a press release if they fit with your story, but don’t send anything that will clog up inboxes.
We hope these five tips prove useful. If you need any further help with your communications strategy, do get in touch with us and we’ll be happy to help.