Unless you’re a listed business or in financial services, the press release is waning in popularity and value amongst PR professionals and journalists alike. Yet it’s vital that you know how to write a press release if you’re to attempt any form of publicity or media relations effort.
The press release is the foundation of your pitch, where you gather all the information you need to impart and all the messages related to the story. Done well, it’s also a cathartic exercise in appreciating the difference between how you talk about your business and how your audience needs you to talk about it for them to understand what you’re talking about.
Whether or not you send the release in its final format, you have a written basis to refer to, to provide as additional info to your email, phone or Twitter conversation. You have a reference point for your conversations that includes the key messages you are trying to impart now.
The press release isn’t a brain dump of everything you want the media and public to know about your business. Keep the storytelling tight to the actual news you’re sharing. If that’s interesting enough, they’ll read on for further information. And if they are really interested, they’ll be in touch for more.
To help you along with crafting your own press releases and media storytelling, feel free to save and print the following diagram. For a pdf version, just drop me an email
If you need someone to do the writing, media research and pitching for you - let’s chat - although, let’s be honest, I’d really rather talk you into a long game approach and how I can actually help you achieve that. Either way, you know where to find me.
