Here’s how to increase your chances of media pickup.
Publishing a press release successfully requires a blend of excellent writing, strategic targeting and effective follow-up.
First, create a press release that is newsworthy. The headline should be clear, engaging and concise, followed by a lead paragraph that answers the who, what, when, where and why. The body of the release should include quotes, supporting data and background information. Avoid overly promotional language that would be considered sales or advertising. The press release should be written in Associated Press style which follows the guidelines that journalists and editors use to write and report news.
Next, identify who would be interested in this news. Does it have a local, state, regional, national or global appeal? Create a target of news media that would be interested in the release. Identify, editors, writers and producers relevant to the press release topic to create a media distribution list. When sending out a press release, craft out personalized emails and send to appropriate media. Public relations professionals typically follow up with media contacts to pitch a story with a press release.
Consider using a newswire if your story has national significance and your budget allows. To publish on a newswire, you'll need to set up an account. It will also take time to set up and format the press release based on the wire's requirements. Your press release will have to meet the wire's editorial guidelines and be submitted for approval before they will issue the release. There are a variety of options that range in price and where they distribute. Some of the most popular are: PR Newswire, Business Wire, GlobeNewswire.
If your press release doesn't generate coverage or stories you can post it on your blog, company website or newsroom, on a client newsletter and share it on social media. If you're a start-up, company with out a pr department, marketing department or marketing agency consider hiring a freelance public relations professional like OutBox Public Relations who already has existing media contacts and expertise to write press releases and provide guidance to greatly increase your chances of publicity. Need help? Get in touch with us at melissa@outboxpublicrelations.com today.
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