Press releases are one of the most important items produced by any business. If done correctly they will get your company’s name in the headlines, exponentially increasing brand awareness.
Journalists receive hundreds of press releases every day, and here at MediaHQ we know that this makes it difficult to get noticed. To help your company make the front pages, we have prepared five tips for making sure that your press release is media ready.
1) Make sure it’s newsworthy
Are the contents of your release interesting enough that they will excite people who are external to your company? When crafting the perfect press release, you need to be aware of the possibility that what you are saying may have a large inward appeal, but little appeal to those who are not intimately aware of the daily operations of your business. While the renovation of a meeting room may be big news to you and your co-workers, journalists want to receive press releases containing stories that will pique the interest of a wide demographic.
2) Create an informative, interesting headline
Usually, your headline is the only thing a journalist will see when deciding whether or not they will read your press release. While it may be tempting to publish a “clickbait” headline to incite more interest, you will soon develop a reputation for these types of tactics, which will often lead to journalists discrediting your releases. Your headline needs to excite the reader while also being as informative as possible.
3) Don’t exaggerate
Following on from the last point, make sure that you haven’t been overly hyperbolic. Although it seems appealing to exaggerate certain facts in your releases, journalists are specially trained to doubt all their sources and to validate them through research. When they discover an inconsistency between what you’ve said in your release and what other sources have told them, they will be more sceptical about the content of your releases in the future, hurting your company’s chances of making the news.
4) Tidy it up
Grammatical mistakes or lazy wording are sure-fire ways to get a journalist to stop reading your release. While they don’t have a direct impact on how interesting your story is, the opinion of your release formed by a journalist will be damaged by these mistakes, lowering your chances of being picked up for an article. Tools such as Grammarly or WhiteSmoke allow you to quickly and effectively tidy up your press release.
5) Make it personal
Journalists will be naturally drawn towards releases that are specifically tailored towards them, rather than seeming like a bland, blanket release. Adding these personalised features will increase the general appeal of your release, regardless of content. To help you out with your releases, the MediaHQ platform has implemented an FN button when you send your releases, allowing you to address each recipient by name, even if you have 200 journalists on your list.