1. Focus on One Story
Select just one angle - don't try to cover every aspect of your business in one media hit.
2. Ensure all Stakeholders Approve their own Quotes
Make sure you have signoff from partners or customers mentioned in your press release.
3. Identify Your Business Objectives
Objectives could include:
- Increased sales
- Brand building - local, national, international
- Raising profile of your company CEO or other individual as an expert
- Attracting investment or pre-float publicity
- Attracting members or support to your cause
4. Identify Your Target Customer Markets
Before you write your press release or select the media you want to receive your release, you need to understand the people you seek to influence -- direct customers, business partners, business associations, government agencies, politicians, board members... How old are they? Where are they located? What do they for a living? What do they do in their spare time - hobbies, entertainment?
5. Keep it Simple
You need to grab the reader in the first couple of paragraphs, even the first few words. You have about 400 words to tell your story.
6. How to Get Your Message Across
Australian media don't like the hard sell. Be realistic about the news value of your release - don't exaggerate the benefits.
7. Creating a Media List
Find out as much as you can about your target media. Don't target general news desk on the major newspapers (known as "metropolitan dailies") unless you really have news.
Here are some of the categories of story that fit with the way most media outlets approach their editorial planning:
- Event announcements - media alerts, diary items, or invitations to attend
- New products or services
- New business wins
- New partners
- New appointments
- Contests, giveaways
- Reseller success stories
- Customer case studies
- Research results
- Human interest - opinions, personal stories
8. Use Great, Shareable Images
There is a strong visual element to both social and mainstream media. Even a mediocre story can get coverage when accompanied by a great pic.
9. How to Increase Your Chances of Press Coverage
Sending out press releases is only part of your publicity campaign. Here are some related activities you can pursue to stay in the news.
- Hold a press conference if you must, but remember that media may not show up unless you have something or someone compelling to show them.
- Include any photo opportunities in your media invitation.
- Write down and practise your responses to potential interview questions.
- Send product samples to key journalists.
- Develop "champions" - high-profile individuals benefiting from your product or service. Monitor the press for opportunities to respond to reported issues.
- Watch what your competitors are doing in the press.
- Monitor speaker opportunities and other editorial/seminar opportunities.
10. Social Media PR
Social media is a must-have strategy -- LinkedIn, Twitter and Facebook but so many more new networks such as Pinterest and Tumblr will also add weight to your PR campaigns.
Swayve® lets you create Online NewsRooms for personal brands, corporate brands, businesses, events, nonprofits - you name it! Journalists and bloggers can receive your news directly or subscribe to your page any way they want. Plus you know exactly who's interacting with your NewsRoom using the Reporting Dashboard.
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