Making Press Releases Work

Many DIY businesses who write their own press releases can sometimes miss the mark when it comes to delivering content.

They typically slave over the finished release, choosing the right words to tell their story while trying to keep everything within an A4 page. And if the release does make it into print, it's only enough copy to fill a few column inches of editorial.

Your real goal would be to have full-page article written about you or your company, or to be a feature story on nationwide! That very seldom happens with a standard press release.

The real purpose of a press release is to get the journalist to pick up the phone and call for a full interview.

Therefore, for press releases to really do their job you need to grab the journalists' attention. Can you do more than just sell them product news? Might you yourself be of interest; have you expertise in a certain area? Can you provide a story or quote that it will be of interest to the target audience?

What is a Press Release?

They are the backbone of any public relations business – one of the few measurable methods of quickly communicating news to large segments of the media.

Are they the core of a public relations strategy?  No, that would be creating and maintaining relationships with key media contacts. But they are one of the primary methods of spreading company news and making announcements to the world. 

Do they work? Absolutely. There are not many businesses that can generate thousands of euros worth of publicity through sending out well targeted releases. 

So, what next, get a blank piece of paper and start writing, yes?

No!  Before you write a press release there are a number of strategic and tactical issues that you need to consider.  Yes, you can do it without following certain rule, but that process typically results in a high rejection rate with very few actual press placements in return.

If you have the answers to all the following questions well then you're well on your way:

• What is the best type of release for your announcement?
• When should I issue a press release?
• What are the step-by-step instructions for release creation
• What motivates reporters and editors when they receive a press release?
• What you need to complete to ensure a good press release?
• How to determine deadlines?
• What is your company’s key message?
• The five W’s of  press release and what should be in them?
• How to gather information?
• What kind of photos should I use and what should be in them?

For more information call us now on (01) 2101031 or click here