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PRESS RELEASE - Coggle Diagram
PRESS RELEASE
1. Understand the media's needs
Could it make a news story, photo or feature for them.
Can it be of interest to the publication's advertising department? e.g sell an advert with the editorial on the back of the release.
See it from the news editor's point of view - Convince the news editor quickly by getting to the point in the intro
Could it be of use in a particular section of their publication e.g sport, entertainment etc?
Can a competition be run on the back of the press release? e.g if the release is a new product can they offer samples as competition prizes?
4. Select your outlet and write for its audience
Each publication should get a different release - don't send them all the same one
Every news editor wants an exclusive so target your client's press releases
Tailor your writing for each publication's market
Research each publication in advance:
a. What do they use, what don't they use?
b. What is their writing style?
c. What is their content: Factual? Feature? Human interest? Fillers?
d. Are you aiming for a particular slot or section?
e. Do you want photos / graphics / logos?
2. Select your angle carefully
Ask yourself: what am I trying to achieve with this release? If you can't decide, then don't send it.
Be subtle about the subject (don't be blatant but slip in your client's key messages subtly)
Examples of angles:
Employee activities (sports, charity, achievement)
New recruits: unusual backgrounds or stories
Staff who went out of their way to help a reader/client
Employee successes: (long service, won an award)
Human stories: (blind girl who can now use the internet using client's software)
Events
Company successes: sales, profits, new contracts
New company initiatives: (productions, methods etc)
3. Anticipate what the publication will do with your press release
Cover your bases by putting yourself in the news editor's shoes when writing your release. make sure they don't backfire on you.
5. Gather information and check your facts
Sending the release
Setting out the releases
Consider the extras
Writing the release