At Open Communications we thrive on delivering result for our clients. The impact of the PR and content marketing campaigns we produce for different brands and businesses can be measured in many ways, but none more so effectively than securing press coverage.
This is the bread and butter of PR!
There is no better way of enhancing an organisations reputation than going straight to the media. And the modest press release still remains an essential tool to make this happen!
The process behind the press release
Although press releases may appear to be straightforward documents, creating a finished article can require a lot of time and work, whether it’s producing a snappy headline; writing the perfect quote for a CEO or seeking final approval from all parties involved. It’s not as easy as it looks.
But once this is all complete, the exciting part begins.
There is no better feeling in PR than sending out a press release to the media, waiting in anticipation to see your hard work shared across multiple news outlets. Conversely, there is no worse feeling than when it doesn’t get any coverage at all.
Creating compelling content
As journalists are inundated with dozens of press releases every day, you must give them a reason to open your email and then actually read the content inside.
Before you begin writing the press release, you must identify what the most ‘newsworthy’ angle is. This will help you form the headline and introduction to the story and, most importantly, it is what will help the journalist when deciding whether to publish the article or not.
In order to create a news ‘hook’, you need to determine why people would want to read the press release in the first place and then try to make it relevant to as many people as possible. It’s important to remember that you are not just trying to appeal to journalists, but to those who read the publication that they work for.
Newsworthy or not newsworthy that is the question
If a client was completing a significant investment into their business, we’d identify what would appeal to people and encourage them to take time out of their day to click on the article whilst also fulfilling the client’s brief.
Although it may seem obvious to lead with the value of an investment, the impact that this will have on the business may also create an appealing angle and so should not be dismissed.
Hitting the headlines
For instance, a business will want to have a press release written regarding a six-figure investment programme over a 12-month period. Instead of going with a generic investment-led press release, it is worth digging a bit deeper to ask further questions; what are they investing in? How much will the investment be? Will this lead to new job creation?
After initially starting with a story focusing on ‘business announces major investment’, the finished article will have a more enhanced angle, such as ‘x number of IT jobs created following £200,000 investment’.
When a journalist is sent the final email, they will know the story is about job creation in a growing sector following a £200,000 investment. These three aspects will have greater appeal to more media titles than before.
The regional media will be interested in covering it due to the impact the new jobs will have on the local economy; trade media will be attracted to the IT element of the story and the business media will also be pulled in the direction of the investment.
So, not only is more detail revealed about the story just in the headline, but the number of media publications interesting in publishing it will have significantly increased. Ultimately, the final piece should leave you with a newsworthy article that meets with the objectives of all concerned; agency, client and journalist.
When you manage a press office for a client you can be working on multiple releases at any given time. It’s not just about the content, but as mentioned above, it’s the audience too. Writing with the reader in mind will make all the difference.
A simple tip would be to remember the basics; who, what, when, where and why? If you answer these questions within your first two paragraphs, you should be providing all the information that a journalist needs.
Putting the headline in the subject of the email and making the angle clear will signpost the journalist to exactly what you have to offer. And finally, whenever possible, send an image! The less correspondence a journalist needs to have with you the better your chances are of securing coverage.