MARKETING: Press Releases 101

In this digital age, it's a pretty sure bet that press coverage won't just fall in your lap but getting press will certainly be easier if you know how to write a decent press release. But where to start? Here is a bit of advice from my point of view as editor of UK Handmade.

Paper cut by Supercutetilly

The best way to learn how to write a good press release is by having a clear understanding of what it is: A press release is essentially a "news story" with the aim of convincing an editor that a particular person, product/service or event is newsworthy and will be of interest to readers and therefore deserving of editorial space. This means that you need to think like a journalist/editor NOT like a business owner, so start by asking yourself some important (albeit harsh) questions:

1. Do you have an angle that will be of real interest to the publication's readership or is your press release just a promotional pr pitch? (remember just because you find your products fascinating it doesn't mean the rest of the world will).
2. Are you able to write in a clear, concise and professional manner? 

If the answer to either of these questions is NO then, bearing in mind that editors receive hundreds of press releases each day, you are likely wasting your time sending your press release, so go back to the drawing board and work on your angle. Don't know what an angle Vs promotional pr pitch looks like? Here is a fictitious example I've come up with to illustrate:

Angle: "Surrey-based designer, A Smith, launches creative workshops to give vulnerable young people a creative outlet and opportunity to learn new skills. The workshops, based on extensive research into creativity and engagement, have been designed in response to the recent UK riots, as a way to engage youngsters and steer them away from the streets." 

Promotional PR Pitch: "Recently, A Smith of www.workshopsrus.biz, a website dedicated to providing workshops to young people, launched a new series of creative workshops including glass-blowing, illustration, textiles and ceramics."

The former is more likely be picked up because of the relevancy to current affairs but the latter has nothing to make it stand out in terms of the "Why", which is essential in any good press release. If you are stuck with your angle try considering the following:

• human interest angle
• controversial angle
• unusual/unexpected angle
• celebrity angle
• local angle

Once you've got a good angle you can start to craft your press release; below is a template and step by step guide to help you.

1. Write a punchy headline: "New Creative Workshops Get Kids Off the Streets!"
2. Follow it with a good sub-head: "Research links creativity with engagement in learning". 
3. Now comes your lead paragraph: (see the "angle" example paragraph above)
4. Find some relevant quotes to follow up your lead paragraph and strengthen it; perhaps get a quote from A Smith as to her motivation behind the workshops followed by a quote from an expert on the research into creativity and engagement.
5. Now you can add your final boilerplate paragraph which explains about yourself/business.
6. After the word END include any relevant Notes for Editors, this is information that you feel editors may find useful in providing context to the press release.
7. Finish off with a sentence on how further information or images can be obtained if required.

Things to remember:

• Send your press release in the body of the email NOT as an attachment (spam filters may block emails from unknown email addresses with attachments).
• Keep it concise (no flowery wording)
• Check your spelling and your facts
• Send it to the correct person
• Follow up but don't harass!

Other useful articles:

• http://www.creativeboom.co.uk/tips/how-to-write-a-press-release/
• http://news.bbc.co.uk/1/hi/school_report/8474650.stm
• http://www.bytestart.co.uk/content/marketing/pr/press-release-tips.shtml?utm_source=twitterfeed&utm_medium=twitter