Why writing the ULTIMATE press release is so important. • • • •
The Ultimate press release helps you gain media coverage. The Ultimate press release will get you in front of the right people. The Ultimate press release will target the media you want. The Ultimate press release helps you stand out from the crowd.
STEP 1: WRITE A COMPELLING HEADLINE Why is this important? Editors & Journalists are very time poor, so you need to grab their attention instantly.
Recommendation: You never get a second chance to make a good first impression, so make it count. Quick tip: Write a headline that is hard-hitting, be specific & create intrigue.
STEP 2: ANSWER THE “5 W’s” (What, Where, Who, When, Why) Why is this important? The reader needs all the facts to determine whether your information is news worthy.
Recommendation: If your press release fails to contain all relevant points it may get overlooked. So don’t forget any facts or details. Quick tip: Your first paragraph needs to grab the attention of the reader, try to answer the main questions and use the rest of the release to elaborate.
STEP 3: CHOOSE A NEWSWORTHY ANGLE Why is this important? If the media don’t find your information interesting or relevant to their audience they’re not going to feature it.
Recommendation: Your press release can be about anything, new products, partnerships, influencer announcements, interesting facts, new information or topics. Quick tip: Remember to find something unique, beneficial or interesting to write about.
STEP 4: GET QUOTES FROM INDUSTRY EXPERTS Why is this important? Journalists love a good quote, especially from a well known expert.
Recommendation: A great quote will add a human angle to your release making it more news worthy. Quick tip: Find an expert or senior representative to supply a quote for your release. It must be something attention grabbing & interesting for the audience.
STEP 5: INCLUDE MORE INFORMATION Why is this important? You need to supply as much support information with your release as possible so the media don’t have to go looking for it.
Recommendation: It’s always better to give too much information than not enough. Quick tip: Look to include high res images, videos, podcasts, quotes, relevant web links & contact details.
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