The days of getting PR coverage by issuing a press release are long gone. Journalists prefer a personal approach and sometimes the only way to reach them is by email. But with their in boxes filling up fast, how can you ensure your email pitch hits home? Read more
I’ve worked with all kinds of organisations by helping them with their PR – big global food companies, industry associations, charities and small and medium sized enterprises.
So, when I was invited to give a talk on low cost PR to some of the small businesses and entrepreneurs in my community, I jumped at the chance.
I believe that small businesses can do their own PR by encouraging others to pass on a recommendation. It doesn’t have to cost any money. And small business owners don’t have to be skilled in handling the media. All they need is time and a bit of creativity. Read more
Do you have to psyche yourself up with a strong mug of coffee before pitching stories to journalists?
Getting hold of journalists and being heard is becoming tougher but there are a few things that I do before selling a story in to the media. They work for me and I’d like to share these PR tips with you. Read more
Need to get some PR media coverage fast? Sometimes a press release is not the best tool for publicising a story. Here are some occasions when it might be best not to waste time writing a news release:
1. It is old news
Then the release has already lost currency. Wait until you can bandwagon onto topical, timely news events. Read more
Writing a press release is one of the essential skills for anyone working in public relations. Yet so many releases fail to get PR coverage because they don’t include a strong hook or news peg.
Here’s my alternative guide to help you find a news hook for your press release: Read more
This is the first in a series of three guides on ‘How to write a press release’
Do you suffer from writer’s block when it comes to writing a press releases? Then why not try these PR tips to help you write a press release in just 20 minutes.
1. Get in the mood
Write when your energy levels are high (avoid the lunch time dip, if you can).
2. Handy wordsmith
Keep a list of appropriate colourful and concise words handy for reference. Use words that really paint a picture, rather than relying on flowery, fluffy words that clutter up the story and mean nothing.
3. Inverted pyramid
Overcome writer’s block by putting the who, what, when, where and why of the story into bullet points first and then start writing the first paragraph from this information.
4. Winning formula
Look back at your last successful press release and follow a similar template.
5. Examples at the ready
Have some examples of the target media to hand when you write and use as inspiration for appropriate angles, tone and language.
6. Research the media
Spend time before you write by researching the type of stories run by the target media to help find the right story angle.
7. A picture tells
Imagine how the story might be told pictorially and prepare photography/video before you write.
8. Supporters sorted
Before you write, get the go ahead to use an endorsement from an independent source to support the quote from your own spokesperson.
9. What’s the story?
Identify if the story is about an event, announcement or issue. Introduce a story hook and stay focused.
10. Template ending
Have the boiler plate editor’s notes ready to use so that they can be quickly dropped in at the end of the release.
Part two of this PR tips series looks at how to make your press release shine.
My next open press release writing course is running in London on 15 February 2017, but if you’d like me to come to your organisation to run one in-house, then do please get in touch.