How it works: In the era of social media marketing, some people would have you believe that the press release is dead, but it’s not, explains Matt Hammerton.
In this era of social media marketing, some people would have you believe that the press release is dead – well it’s not, says Matt Hammerton, managing director of Lava, an award-winning marketing communications agency in Lincoln.
As marketing communications specialists, we’re tasked with raising awareness of our clients’ products and services. Public relations activity features heavily in the majority of our campaigns.
Now, PR is not all about media coverage but generating exposure in newspapers and on TV, radio and online is a common part of most of public relations campaigns. And what do journalists ask for when we tell them we have an interesting story for them? That’s right – a press release.
We write press releases for a living. We write them quickly, effectively and accurately. We know what the media want and don’t want to see in a press release. We also have the contacts to send them to but you don’t have to employ a PR consultancy, you can write your own release.
If you do decide to write and send out your own press release, then here are eight things to keep in mind:
1. Is it news?
Your story has to be newsworthy. If it’s not going to be interesting to the readers, listeners and viewers of the media you plan to target then there’s no point in spending time developing your story. If it’s not newsworthy you need to think about how to make it interesting.
2. The first paragraph is key
Make sure you include all the key details in your first paragraph – who, what, where, when, why and how. Journalists are busy, they will read the first paragraph and decide whether it’s newsworthy in a few seconds.
Think of your release as a triangle, get all of the important details at the top in as few words as possible. The further down the release you go the more detail you go into, with the least important information at the bottom.
3. Headlines
Don’t worry too much about making your headline funny or clever – this what (sub)editors will do. Concentrate on capturing the story in an interesting way so that people want to read on.
4. Write for the media you’re targeting
The style of your press release should be similar to the media you are sending it to. Technical details are fine for an industry magazine but not good for a site like The Lincolnite.
5. Stick succinctly to the facts
Press releases should be written in short sentences and paragraphs. Stick to the facts too. Opinions, anything that you think or cannot substantiate, should be included in quotes. Press releases should also be 250 to 300 words, certainly no more.
6. Contact details
Make sure you provide your contact details – telephone and email address – so that journalists can get in touch and make sure you’re available. Don’t send a release out and then go on holiday for a fortnight – there might be interviews to do.
7. Photography
If possible send engaging and interesting (professionally taken) photographs with your release. The perfect picture will tell the story without words and will brighten up the page. Also make sure you have access to high-resolution versions of your photos, so you can send along when required.
8. Cheat!
If you want coverage on a particular website or in a certain newspaper or magazine, the read them and find a story that’s similar to yours. Then all you have to do is copy the style and structure of the story in your release.
Hopefully, this short introduction will help you on your way but if you’re still unsure about how to generate awareness and media coverage about your organisation, then you know where to come.
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Matt Hammerton is managing director of Lava, an award-winning integrated marketing agency based in Lincoln. With 17 years’ PR and marketing experience gained at PR Week Top 150 consultancies and in-house with a commercial radio station group, Matt has devised and led successful campaigns for a myriad of clients.
The Lincolnite welcomes your views. All comments are reactively-moderated and must obey the house rules. Please stay on topic and be respectful of other readers.
The Lincolnite welcomes your views. All comments are reactively-moderated and must obey the house rules. Please stay on topic and be respectful of other readers.
It has been a tragic week with three deaths on Lincolnshire’s roads after two male motorbike riders and a man on a pedal bike lost their lives.
The roads are now busier again after further lockdown restrictions were eased on April 12, but since then three men have sadly died.
A man died after falling from his pedal bike in Branston on Wednesday, April 14 and police said his death is not being treated as suspicious.
On the same day, a 34-year-old male died after a crash involving two motorcycles near Gainsborough.
The man who lost his life in the collision was riding a silver Wuyang motorcycle. The second motorcycle was a blue Suzuki being ridden by a man in his 30s, who was taken to hospital with suspected serious injuries.
A 54-year-old man from North Lincolnshire also died after his motorbike crashed with a Royal Mail post van on the A631 near Glentham at around 4pm on Thursday, April 15.
This comes after it was revealed on March 11 that for the first time in over three decades nobody had died on the county’s roads in the first months of the year, according to Lincolnshire Road Safety Partnership.
Lincolnshire Police revealed earlier this week that between 2018 and 2020 twenty five motorcyclists lost their lives on Lincolnshire’s roads.
There have been 285 coronavirus cases in Greater Lincolnshire and eight COVID-related deaths so far this week – a 7% drop in cases and one less death from the previous week.
The government’s COVID-19 dashboard on Friday recorded 32 new cases in Lincolnshire, eight in North Lincolnshire and three in North East Lincolnshire.
On April 16, three deaths were registered in Lincolnshire and none in Northern Lincolnshire. These figures include deaths both in and out of hospitals, as well as residents in hospitals outside the county.
NHS England reported two hospitals this week so far, compared to none this time last week.
On Friday, national cases increased by 2,596 to 4,383,732, while deaths rose by 34 to 127,225.
In local news, Lincolnshire health bosses expect COVID-19 cases to rise in our region as lockdown is eased, but are optimistic that if numbers are kept low enough, then people will be free to enjoy the summer.
Andy Fox, Deputy Director of Public Health at Lincolnshire County Council, said the lifting of coronavirus restrictions this week had not caused any specific concerns yet.
Since Wednesday, Greater Lincolnshire has again seen a decrease in its infection rates overall, against an increase nationally.
All districts have seen a fall in their rates, except small increases in North Lincolnshire and South Holland. Lincoln has stayed the same and has the lowest rate in the region.
Boston has the highest infection rate of COVID-19 in Greater Lincolnshire and is ranked 9th in the UK.
Here’s Greater Lincolnshire’s infection rates up to April 16:
Greater Lincolnshire’s infection rates from Apr 9 to Apr 16. | Data: Gov UK / Table: James Mayer for The Lincolnite
England’s R number has dropped slightly to between 0.7 and 1 according to the latest data this week. This means for every 10 people infected with COVID-19, they will pass it on to between seven and 10 others.
The new Indian variant of the COVID virus that’s been detected in the UK has all the hallmarks of a very dangerous virus.
It has two new significant mutations in the spike protein that help it infect cells and evade the immune system.
People are “likely” to need a third dose of the coronavirus vaccine within 12 months of getting the first two, Pfizer’s chief executive has said.
Dr Albert Bourla said a booster jab could be necessary “somewhere between six and 12 months” after the second one – and every year thereafter.
Coronavirus data for Greater Lincolnshire on Friday, April 16
Greater Lincolnshire includes Lincolnshire and the unitary authorities of North and North East (Northern) Lincolnshire.
58,919 cases (up 43)
41,028 in Lincolnshire (up 32)
9,275 in North Lincolnshire (up eight)
8,616 in North East Lincolnshire (up three)
2,185 deaths (up three)
1,613 from Lincolnshire (up three)
304 from North Lincolnshire (no change)
268 from North East Lincolnshire (no change)
of which 1,302 hospital deaths (no change)
810 at United Lincolnshire Hospitals Trust (no change)
41 at Lincolnshire Community Health Service hospitals (no change)
1 at Lincolnshire Partnership Foundation Trust (no change)
450 in Northern Lincolnshire (NLAG) (no change)
4,383,732 UK cases, 127,225 deaths
DATA SOURCE — FIGURES CORRECT AT THE TIME OF the latest update. postcode data includes deaths not in healthcare facilities or in hospitals outside authority boundaries.
Plans to demolish part of a former play centre and Chinese takeaway to build 41 new student flats, have been submitted to the City of Lincoln Council.
Killingbeck PLG has applied for permission to demolish “most” of the existing facade of the former home of Imagination Station and Big Wok, on Beaumont Fee, and rebuild it as part of the development.
The main hall, a warehouse and a recently built “link block” to the rear of the building will also be demolished, and will be completely replaced with a new extension.
In documents to the council, the applicant describes how the 41”study bedrooms” will be en-suite and open off a central circulation area.
The build will form part of the Iconinc post-graduate residential units development next door and will sit opposite the Park Court student accommodation on Park Street.
It will include 12 apartments on the ground floor, 11 at first and second floor and seven units on the third floor.
How the build could look.
The application said: “There is a clear need for good quality, post-graduate, city centre, residential accommodation and the economic case for the redevelopment of the site is reinforced by the fact the site can be linked with the new Iconic development so amenities can be shared.
“The demolition of the existing property and the proposed redevelopment will bring positive benefits to the area economically and aesthetically.”
As part of the build, residents will gain shared access to existing facilities including the gym.
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