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by The Notified Team on Sep 23, 2024 6:59:17 PM
Crafting a newsworthy press release is a skill that combines the right story, a deep understanding of your audience and pitching expertise.
In our recent webinar, Ann Wylie, President of Wylie Communications, shared invaluable public relations tips on how to create releases that garner media attention.
Keep reading to learn her top three insights!
1. Focus on the Reader First
To make your press release stand out, start by putting yourself in a journalist’s shoes.
Reporters receive hundreds of pitches each week - and many go unnoticed because they don't align with the topics or themes that are covered.
A good practice is to review the reporter's recent articles to get a sense of what they're writing about. Tools such as a media database can help you find the right reporters who cover your industry, making your content and pitch more targeted and relevant.
Key PR Takeaway
Align your press release with the reporter's beat and the publication's audience to increase the likelihood of coverage.
2. Start with Benefits, Then Features
When crafting your release, focus immediately on what the reader is going to get out of it. This approach makes your message more compelling.
Think of your message in three parts:
- Benefits: What will it do for the reader?
- Features: What is it?
- Advantages: What does it do?
For example, instead of simply announcing a new product, lead with how it will improve the user's experience or solve a problem.
By clearly stating the benefit up front, the reader quickly understands the value of the news. This increases the likelihood they’ll continue reading.
Key PR Takeaway
Lead with benefits to immediately capture attention and make your press release more compelling.
3. Pitch It Right
Even the most well-crafted release can fail to get traction if it’s not pitched correctly. The success of a press release depends as much on how it’s pitched as on the content itself.
To ensure your news gets the attention it deserves, focus on three key elements: timing, targeting and personalization.
Press Release Timing
Timing is crucial. Sending your release at the right moment can make a huge difference. Consider the reporter’s schedule, the news cycle and any relevant events or trends. For example, pitching a story about holiday shopping trends in October might be too early, while pitching it in December could be too late. Aim for the sweet spot where your news will be most relevant and timely.
Press Release Targeting
Targeting involves sending your press release to the right reporters - those who cover the topics or industries related to your news. It’s not enough to send your release to a general list of contacts. You need to identify the journalists who are most likely to be interested in your story. Use a media database and research to find the reporters who have written about similar topics recently and make sure your news aligns with their coverage areas.
Personalizing Your Pitch
Personalization is about making your pitch specific to the reporter you’re contacting. A generic pitch that’s sent to dozens of reporters at once is unlikely to stand out. Instead, take the time to craft a personalized pitch that demonstrates you’ve done your homework and understand what the reporter is looking for. Mention a recent article they’ve written, explain why your story would be of interest to their readers and highlight any unique angles that align with their coverage.
Key PR Takeaway
A well-targeted, personalized pitch significantly increases your chances of getting your news noticed and covered.
By focusing on these strategies, you can create releases that not only grab attention but also drive the type of coverage that helps achieve your communications goals.
Thanks for reading!
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