The idea of writing a press release can seem like an uphill battle for many people. Don't despair! We've come up with some simple tips to help you get started and find the right angles, audiences and strategies.
Far from everyone can afford to buy the services of communications and PR experts to write press releases. In many ways, PR is a craft, but as with most things, you can get a long way on your own.
Here are five hot tips to get you started.
Tip 1: consider the news value
Start from scratch and ask yourself if what you want to tell others is interesting. This will determine whether an editor chooses to include your story. Timing is important. Is your story most relevant right now?
Your message should be topical, of interest to many and preferably occurring nearby (proximity principle).
Tip 2: decide who you want to reach
Set your sights right from the start and choose who you want to target. This will help you with everything from content, how you express yourself and which journalists/influencers you should contact.
Tip 3: Have a clear purpose and goal
It should be crystal clear to you why you want to reach out with the news and what the effort will achieve both for you and your chosen target group.
A classic is to start with what you want your recipients to know, feel and do after receiving the message. These types of goals or formulations can be difficult to measure, but they are reminiscent of looking from the recipient's perspective, giving you a compass to navigate when designing your content.
Also make sure you have goals that are specific, measurable, acceptable/attractive, realistic and timed (so-called SMART goals).
Tip 4: determine the angle of the news
Media and influencers who curate other people's content are constantly looking for something interesting to publish - that fits the larger narrative and context they are in at the moment. The right choice of angle and dramaturgy will therefore be crucial to your publication value, increasing your chances of getting coverage.
Of course, you need to keep track of the media houses and influencers you want to carry your news so that you can deliver content that is relevant to them. Have you got that?
Tip 5: "keep it simple stupid"
Don't complicate it.
Make sure the news is easy to understand and absorb. Don't mix in too much, stick to one main story. It's easy to want to tell all sorts of things, like forging while the iron is hot, but often it just gets complicated. You want to be a spearhead that cuts through the noise and not something blunt.
Make it as easy as possible for the person who picks up your news to publish it. Work on the headline, language and tone, and include really good pictures and any other relevant material - maybe something moving?
Good luck!
