Press releases: every link building or PR campaign needs one. They can be the difference between securing a piece of coverage for your content and getting discarded in a journalist’s inbox. But how do you ensure that your press release gives your campaign its best shot at success?
We’ve created a short guide to writing a press release that puts your campaign’s best foot forward.
Your title should call out what you see as the main and most interesting story your research has highlighted and grab the journalist’s attention. The title should be a maximum of two to three lines and should draw in the journalist to amplify their interest in the story. Getting clever with language in your headline, as though it were the headline of a front-page article, is also a great way to ensure prospects read on and helps the journalist to picture the piece as a finished article.
Summarising the key findings into three bullet points or a brief sentence under the title will give the journalist a quick snapshot of what your research was about, if it’s a piece for them and if they can see a story from it. This is your chance to outline the key points that you want the journalist to see, even if they don’t get any further, and hopefully to peak their interest in the rest of the release.
The paragraph that follows should summarise who the brand is and provide an explanation of what the research is and the reasoning’s behind it. Why is the brand telling this story now? It is also important to include an overview of your methodology. After spending weeks researching, designing and pulling together a piece of content, it can be easy to forget that others won’t know how you conducted your research or may have some confusion about how you drew your conclusions. Including this information early on will hopefully stop you from having to fend off the same questions over and over again later on.
Spelling out the story from your title and the angles within it will make it as easy as possible for a journalist to cover your research. Including bullet points within the body of the release that break down the most interesting points is also a great way to get this across in a way that doesn’t look too daunting. For example, if your research has revealed the best cities to live in the UK, then listing the top and bottom three in bullet points and pulling out the factors that affected their position in the ranking is a great way to break down the story for journalists.
Further to this, it’s also worth remembering that for a piece of content that lends itself to multiple angles it may be a good idea to split out the stories to multiple press releases for different journalists to keep things relevant and improve chances of pick-up.
For most content , there will be a level of relevancy between the topic and the brand that makes them a trustworthy source for this data. Including a quote from a relevant and authoritative contact gives the journalist something they can include in their piece to back up the point they’re making.
Journalists receive countless press releases weekly. Unfortunately, this means that they often won’t have time to read through a hefty press release. Keeping things short and sweet and focusing on the points you really want to get across means that the journalist can easily get to the root of the story, and improve your chances of successfully gaining coverage or links.
As PRs prepare to take on 2019, a couple of lessons we can take with us from outreaching campaigns in 2018 are: to have thick skin, keep an eye on the ‘to link or not to link’ arguments on Twitter, and to mesh with our clients traditional PR teams to help overall performance. In order … Read more
With an upcoming piece looking into the advantages of creating content both on- and off-brand in
the finance sector, now seems like a good time to provide some insight into how we tackle the large data sets we use, including tools, tips, and tricks for making your life easy.
The CEO & Founder of Kaizen, Pete Reis-Campbell, will be delivering a full-day workshop on digital PR and Outreach, and he’d love to pass his wisdom on! By combining the very best in traditional PR tactics and scaling them with a content marketing strategy, Pete has built a unique approach to creating digital content and … Read more