Here are a few final considerations that you will need to make when tackling the task of writing a press release and distributing it.
When to use
When writing a press release.
- Should I ‘really’ write a press release: if you are not sure whether you should write a press release or not, ask yourself these questions:
1. Is my story really “new”?
2. Is my story unusual or unexpected in any way?
3. Is my news going to be of interest to anyone outside my business?
4. Will anyone care about my news?
If you have answered ‘yes’ to 2 or more of these questions, then you should NOT write a press release about the story you have in mind. An article, a tweet or a Facebook update might be more suitable.
- Should I only contact the trade press: apart from contacting industry-related journalists and editors, the “trade press”, depending on your news, there are other options that you should consider:
- Contact the local press if your news affects the community where the company is located;
- Contact the national press if your news has a significant impact at a regional or national level;
- Contact the consumer press if your news is relevant to the public at large.
- You should also send your press release to any stakeholders and to other organizations in your sector to keep them in the loop.
- Style match or mismatch: while the body of a press release should be concise and factual in style, the chosen quotes should follow an interpretative style. Quotes should not provide information but insight into a topic.
- Don’t forget the aim of a press release: media representatives and public alike should be left feeling hungry for more news after reading it.
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