Pipsqueak Media

Want to engage local or national media about an event or story involving your business or personal brand? Well, you need to write a compelling Press Release.

If you’re looking to raise awareness and extend the reach of your business, your first thought might be to run an advertising campaign. Of course, advertising is an excellent way of targeting customers and stirring up interest. There is, however, another tool at your disposal. Using the power of Public Relations, you could gain coverage across TV, news media, magazines and radio at a fraction of the cost. How? By writing and distributing Press Releases.

Before writing a Press Release…

To increase the likelihood of getting your story circulating in the media, ensure that you do your research first. Carefully consider all aspects of the story and who will be most receptive. If you’re contacting a journalist, what is their area of expertise? What have they written before? What is their slant? And, of course, who is their audience or what outlet do they write for? The more you know, the easier it will be to pitch your story.

When you’re ready to write a Press Release, be sure to highlight what makes your story so newsworthy. Whether your goal is to get published in the news or a magazine, will always measure news values when deciding between publishing your story or someone else’s. Though this can vary between outlets, News Values are typically a set of 10 criteria or elements.

• Proximity
• Prominence
• Timeliness
• Oddity
• Consequence
• Conflict
• Human interest
• Extremes/superlatives
• Scandal
• Impact

It’s rare for a story to encapsulate all 9 elements, but the more elements contained, the greater the odds of getting published. Therefore, consider these elements when framing your Press Release. This is your one chance to convince journalists and inform them about your business or personal brand. So, positive first impressions are vitally important.

What exactly is a Press Release?

A Press Release is typically a one-page document aimed at journalists. It announces and provides information about a newsworthy story or event surrounding your business or brand.

Should a journalist take up your story, they’ll either base their coverage on your Press Release or contact you for further information. This could be to arrange a phone call or interview where they may use you as a reliable or expert source on a particular topic or event.

Remember, journalists and their respective outlets are always looking for new stories that are timely, emotional, and affect a large number of people. So keep watch of what’s trending in news cycles. If you can, chime in on any relevant topics or events. Doing so can raise awareness and the perceived credibility of your brand among customers and stakeholders.

How to Construct a Press Release

Press Releases tend to consist of one A4 page and adhere to a standard structure. On one hand, this fixed structure may make them somewhat easier to write. However, you must be concise and raise only the most essential points. All the while delivering information in an engaging tone.

To help get you started, here are the 5 basic steps for writing a Press Release.

1. Create an engaging headline that summarises your Press Release.

A well-structured headline that informs and attracts a journalist’s attention is crucial. Similar to Email Marketing, your heading is the first thing they’ll see and can make all the difference to whether or not it gets read. As well as inserting keywords, make your heading visually appealing using a large, bold font.

2. Present core content in your opening paragraph.

The opening is where your main points will be contained. Using an appropriate tone, whilst securing the reader’s attention, clarify the nature of the event that has or will occur. In general, the structure and the points expressed should be laid out in order of importance. And remember, keep to the raw facts and avoid overusing adjectives.

3. Fill in the details.

The following paragraph or paragraphs should elaborate and provide further insights. Aim to answer the who, where, when and how surrounding the topic or event. You should also include relevant quotes and statistics from qualified sources such as witnesses, affected persons, experts and c-suite members – whichever is applicable.

4. Customise your Press Release according to your contact.

Always write and tailor your press release to the needs of the journalist receiving it. Where necessary, share specific details about what makes your story newsworthy and relevant to their audience, providing links to further information. You should also personalise your press, addressing journalists by name and showing an appreciation for their past works connected to the topic.

5. Add a templated boilerplate.

The final section of your Press Release is where you insert a boilerplate. It is typically separated from the main body of the Press Release using a series of ‘—‘ or ‘###’. Simply put, a boilerplate is a paragraph providing a brief summary regarding the business or individual responsible for the Press Release.
As such, it’s not uncommon for a boilerplate to be copied and pasted across multiple Press Releases.

To view an example of a Press Release by Next plc, click here!

Need help writing an engaging press release for journalists in your area?

A Press Release can be an excellent way of raising awareness about anything from events and product launches to addressing a developing crisis. Whatever your business or personal brand requires, a Press Release is a low-cost way of spreading messages in the media.

The challenge, however, is cutting through the competition and getting a journalist’s attention. So, if you need help writing a powerful Press Release, contact Pipsqueak Media today! Or, for the latest tips, tricks, and industry best practices, why not follow us?