April 9, 2013 9.37 am
This story is over 101 months old
The press release is not dead: 8 top tips
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.
Large tailbacks can be seen in central Lincoln on Thursday, as a lane closure on Tritton Road proves to be a commuter’s nightmare.
The work is being undertaken by Western Power Distribution and is due to finish on Sunday, October 31.
It involves digging works next to Morrisons petrol station on Tritton Road, and closures have been put in place to allow Western Power to complete it safely.
Digging works by the footpath on Tritton Road. | Photo: The Lincolnite
It has resulted in the middle lane of Tritton Road northbound being closed by Morrisons, and then the left lane being closed past the junction for the supermarket.
A lane closure on Tritton Road is causing a traffic headache in the city. | Photo: The Lincolnite
The footpath and cycle lane have also been closed while works take place, with pedestrians using the left lane of the road, which is closed to vehicles, instead.
The pedestrian footpath has also been closed. | Photo: The Lincolnite
The closures have caused congestion issues on Tritton Road throughout Thursday.
The Lincolnite has contacted Western Power Distribution for a statement.
The man who organised the flight which cost footballer Emiliano Sala and Lincolnshire Pilot David Ibbotson their lives has been found guilty of endangering the safety of an aircraft.
David Henderson, 67, of Hotham, East Riding of Yorkshire was found guilty by a majority verdict after a trial at Cardiff Crown Court. He also previously admitted trying to arrange the flight for a passenger without permission or authorisation.
Henderson will be sentenced on November 12.
Argentine striker Sala, 28, was involved in a £15 million transfer to Cardiff City from Nantes. He was travelling between the two cities at the time of his death, when the single-engine Piper Malibu plunged into the English Channel.
Ibbotson, 59, also died in the crash in the English Channel in January 2019, although his body was never found.
The flight was set up by Henderson with football agent William “Willie” McKay.
Prosecutors previously said that Henderson acted “recklessly and dangerously” to arrange the flight, while Ibbotson was unqualified to fly the plane. Despite this, Henderson asked him to fly Sala over to Cardiff to complete his transfer to The Bluebirds.
The court also previously heard that in the immediate aftermath of the plane’s disappearance, Henderson text a colleague saying: “Malibu gone missing on way back from France…. Don’t say a word to anyone.”
He also reportedly messaged a colleague saying: “Ibbo has crashed the Malibu and killed himself and VIP pax (passenger). Bloody disaster. There will be an enquiry.”
A 55-year-old man has been arrested after two people were injured in an alleged domestic assault incident in Grantham.
Police were called to reports of an assault involving three people at a property on Manchester Way in Grantham at 9.51pm on Wednesday, October 27.
A woman in her 50s was seriously injured in the incident and a man in his 20s suffered minor injuries.
The 55-year-old man who was arrested near to the scene in connection with the incident remains in custody, where he is helping officers with their enquiries.
The force said they are not looking for anyone else in connection to this incident, but a police presence will remain in the area for the rest of Thursday, October 28 while officers carry out enquiries.
Anyone with information should contact police on 101 or via email at [email protected] quoting incident 424 of October 27.
Alternatively, it can be reported through the independent charity Crimestoppers anonymously on 0800 555 111 or online here.
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