April 9, 2013 9.37 am
This story is over 110 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.
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.
A 20-year-old man has been locked up for three years after starting a fire in care accommodation with a discarded cigarette.
Callum Lilliot, 20, dropped a cigarette on his coat which he then threw onto his bed at his care accommodation in Awdry Drive, Wisbech, at about 10pm on Boxing Day 2021.
Officers initially were called to the property when Lilliot threatened to jump out of a second-floor window, but arrived to find smoke coming from an open window.
An officer began to kick the door down through fears that people were inside, before a carer opened it with a key and police tried to tackle the fire themselves.
The officers were beaten back by smoke and heat, causing two of them to be hospitalised with smoke inhalation. Four residents and carers were evacuated as Lilliot was arrested a short time later.
He claimed the fire had been an accident as temporary accommodation had to be arranged for other residents, but that was not to be the last time that Christmastime he got himself in trouble with the police.
In a further incident on December 29, just three days later, Lilliot rang 999 to say he wanted to hurt staff at Peterborough’s Edith Cavell Centre by burning it down.
He pleaded guilty to two counts of arson with intent to endanger life, arson with recklessness as to whether life was endangered, and threatening to damage or destroy property, during a hearing at Cambridge Crown Court on Wednesday, June 29.
Lilliot was sentenced to three years detention in a young offenders institution.
Detective Sergeant Lee Womak, who investigated, said: “Lilliot showed little regard for the safety of others when he decided to deliberately drop his cigarette on his coat and start a fire.
“I don’t need to explain why starting fires is so dangerous and I hope Lilliot will reflect on his actions and consider how tragic the consequences could have been.”
A judge has issued an apology to a Boston man who admitted drug dealing after his sentence hearing was postponed for a second time because of strike action by crown court barristers.
Stacey Housham, 42, has been warned to expect jail after he pleaded guilty to supplying cocaine and heroin to other users.
Housham was due to be sentenced at Lincoln Crown Court on June 9, but the hearing could not go-ahead because of protest action by defence barristers.
His case was postponed until July 5, however Judge John Pini QC was again forced to adjourn the sentence hearing after being told Housham’s barrister was unavailable because of strike action.
Housham, who attended the hearing by video-link, will now be sentenced at Lincoln Crown Court on July 27.
Judge Pini told Housham: “These are serious matters. I have read the papers and the pre-sentence report in detail.
“Quite plainly your barrister needs to be here before you can be sentenced.
“I am sorry about this. It is something completely out of my control.”
Housham pleaded guilty to four charges concerning Class A drugs when he appeared at Lincoln Crown Court in April.
He was due to be sentenced after the preparation of a report by the Probation Service.
A number of other cases at Lincoln Crown Court have been impacted by the nationwide strike action by the Criminal Bar Association. (CBA)
Eight out of 10 barristers voted for the walkouts amid concerns the Government will not improve a proposed increase in criminal Legal Aid.
Housham, who was of no fixed address at the time of his offences, and is formerly of Collingwood Crescent, Boston, admitted possessing both cocaine and heroin with intent to supply others on February 10, 2020.
He also pleaded guilty to being concerned in the supply of cocaine and heroin to others between December 6, 2019, and February 11, 2020.
At a previous hearing the court heard Housham is now clean of drugs and has turned his life around.
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