Whether you outsource your PR or do it yourself, you know that building up relationships with the press is crucial.
When you’re running a business, you need to get the word out there, so people know you exist. Whether you outsource your PR or do it yourself, you know that building up relationships with the press is crucial. Fostering relationships with the press is one of the very basic principles of PR. But what do you do if you’re new to the game, or haven’t built up those connections yet? Using newswire services has always been a controversial topic in this field of work. If you are just starting out with your marketing and press, then newswires can work for you to help get your news out there. And if you’re lucky, generate at least a little interest, if not more.
So, you’ve written your press release, and it’s ready to go. When you’re thinking about using a distribution service, then you need to give it careful thought. Not all newswires are the same. There’s no one solution that will suit every business; no two endeavors are the same. If you’re a worldwide brand or company looking to deal with high-level media? Then you need to join a premium service that gets straight to the top tier. They’re expensive and get results, but they’re unlikely to be much use if you run a cottage industry. Newswire services that cater to specific niches or areas of interest are a less expensive alternative. They usually reach a considerably lower figure of an audience. But, it doesn’t matter what type you use, you’ll be throwing money away if your press release isn’t up to scratch.
There are thousands upon thousands of press releases published every day. Journalists are looking for something unique that stands out from the crowd. So don’t make the mistake that we see all too often. If it’s not news, then you shouldn’t be using a nightmare. Sure you may think it’s exciting that you’ve just taken on a new member of staff, but it’s unlikely anyone else is. Make sure your story is genuinely newsworthy, for a start. What’s so special about you, your service or your product? Saying you’re the best isn’t going to cut it unless you can back it up with some serious proof. Are you the first of a kind? Are you the cleverest, the fastest, or the biggest? Have you hit a notable milestone, or raised a heap of cash for charity? Have you had a celebrity customer or endorsement? Journo’s have to see something in your story that makes them think it’s worth pitching the story to their boss, the editor. So it’s going to have to be outstanding.
Press releases are typically written in a standard style. It’s been proven over time that this format is pretty efficient, so don’t try and reinvent the wheel. You’ve got better things to do with your time. You need to include the essential 5 W’s in the first paragraph. And what are they? That’s Who, What, Where, When and Why, in case you didn’t already know. Journalists should be able to write the story using the headline and these bare bones alone. That’s even if they don’t have time to read the rest of the press release thoroughly. These writers are sifting through thousands and thousands of words every day, so make it short and snappy. The longer a story is, the less likely anyone is to get down to the very last line. Try and keep it to a page, but if you can’t, it should never, ever be more than a page and a half long.
The way press releases are written hasn’t really changed in quite some time, but social media has had an influence. The internet has changed the working world beyond recognition in so any ways. You can release a condensed format of your news story called a Social Media News Release. You still need to use a punchy headline and follow the same rules as a tradition press release. Besides, you’ll include all your SM links and other resources online to help the story be written with ease.
Do remember that publishing your statement through a newswire is just one of the methods you should use for getting the word out. Don’t forget to use Twitter and LinkedIn, which are both business friendly to tell your story. You’re the mouthpiece of your company, and no one believes in it more than you do. Make sure you project that passion and drive to get your voice heard by those who matter!