How to WOW Journalists With the Perfect Press Release!
Photo by @thoughcatalog
Have you ever experienced such a feeling of disappointment when you put a significant effort into compiling a press release featuring the new product launch of your business?
We know how frustrating it may be when your piece ends up not being picked up by media representatives, even though it features an interesting story angle. This is why we decided to create a brief set of considerations to keep in mind that will help you ensure the success of your media release.
Content is the king!
First, we’d like you to imagine crafting a press release and sending it out to journalists from the media list, following the tips from our previous blog post. Then, think about how many other press releases are delivered to that media representative’s mailbox you are trying to pitch. We all know how busy our work lives are. So, keeping this in mind, consider what is unique about your story and what is the new distinctive perspective you bring to the journalist's table to make them highly eager to highlight your company. Yes, journalists do write articles. However, the secret is, the better quality of the press release you offer, the more control over your message you have. Also, it is essential to make sure that your piece includes at least one good quote to make it both solid and persuasive. Sometimes, it may be hard to pull out a valid and effective quote. Thus, we recommend you follow the advice of Julie Cocquerelle that she shares in her article. For example, Cocquerelle suggests inputting the passage that would feature the rationale of the press release. In other words, this will be the "why" of your story.
The look and style of the press release is also essential!
If content is the king, then the overall look of your press release is the retinue that reinforces its power. Simply put, the way you style and showcase your pitch also matters. One of the essential elements of your pitch is the subject line (yes, even more than the headline of the piece itself). Why? As we discussed, journalists are busy, and what's more, sometimes the subject line of your pitch email will be the only thing they read. Some may think it is a good idea to put the headline in the subject line; we'd say that it's not a drastically bad idea, but we advise you to try and make your subject line both engaging and as concise as possible. Plus, consider mentioning the most important information of the story to intrigue the journalist and motivate them to read your entire pitch.
Sometimes, the personal ease and comfort of the journalist is required!
Moreover, the @prgirlmanifesto blog highlights "convenience" as an essential factor that media representatives are looking for. Convenience can be reflected in how wholesome your press release is. For example, a journalist may ask questions such as; does the press release include all the links referenced in the body and do the links work? Does it have a boilerplate? Author Michael Smart also shares that such factors as their convenience would be deciding for some journalists. Smart gives us an example of a reporter showing preference to a press release offering an online interview instead of doing so on your office premises.
Be sure to include an image to accompany your pitch if applicable!
Our small tip on this will be that if you have any statistical information in your press release or any other content that can be placed in a table or chart, definitely go for it! Such detail can also help you stand out from the millions of other press releases in the reporter's mailbox. And yes, you don't have to be a professional graphic designer. Content software such as Canva or Adobe Spark can help you come up with good-quality visuals.
Although creating and delivering an effective press release can sound daunting, by following these simple guidelines, you can easily craft a piece that would interest the journalist enough to pick up your piece. A few factors to keep in mind include the importance of your content, the layout of your piece, ensuring you are using CP Style Guidelines and not being afraid to get creative. And yes, don’t forget about the effective subject line!
At DRPR we got you covered and would love to assist you with any step of the press release creation process. Whether it's brainstorming, creating your editorial calendar or executing a successful pitch, our goal is to help you get your brand in front of the eyes of the media so you can share your story with the world!
Click the button below to reach out to us today!
By Mariia Minaieva
