Top tips for effective press releases - pt 1
Wednesday, 06 May 2009 08:34
WHY RISK a fortune on advertising - without any certainty of a good return - when you can get free advertising through PR?
Well, many marketing people have thought like that, but then sent out hundreds of press releases and failed to get hardly a whiff of coverage in the media - whether press, radio, TV or websites.
PR has the potential to reach thousands or millions of people - but will only succeed if you do it right.
Consequently, many organisations' next step has been to hire a professional PR company to gain them a presence in the media. But in these days of belt-tightening, that might not be an option for smaller businesses and Christian organisations. Added to which, some Christians simply distrust the media and fear they'll be rejected or misrepresented.
But the truth is that, if you follow a few simple tips, you can do PR yourself and greatly increase your chances of getting coverage.
I've worked on both sides of the publications divide, first as an editor sending out press releases for Christian organisations, then as a Christian newspaper and magazines editor receiving press releases.
First, the bad news - most press releases get thrown in the bin or deleted from the editor's inbox, including those written by PR agencies who charge their clients a fortune.
But the good news is that a small number do make it through the editor's net and get turned into a magazine article or request for an interview. And the reasons are simple.
Here are my top five tips:
1. Meet the needs of the editor
Think about it. Whatever media you are trying to get coverage from have a need to fill newspaper pages, web pages or radio time with what is relevant to their newspaper readers, web surfers or listeners. That means you need to know their audience! Take a thorough look at the content of the publication or the programming of the radio station and you will soon discover who they are aiming at. Your job is then to produce something that will interest their readers/listeners/viewers.
If you get it right, you're onto a winner, because every day, journalists, web editors and producers are tearing their hair out to ensure they have enough stuff, and the right stuff, to fill their pages or airtime.
So, for example, if you publish books for Christian women, find a magazine or radio show that is designed for Christian women, and make your press release all about why your books meet the needs of Christian women. If you want your organisation to get on local radio, make sure your story links your organisation to something about your locality.
2. Don't be boring
The problem is, editors receive dull press releases all the time. They are written either in gobbledygook marketing-speak, or police-report formality. They say nothing new and editors have seen it all before. Media 'gatekeepers' like editors and producers need something that's going to intrigue, excite, amuse, inform or interest their target audience.
Write your press or media release in lively, conversational language, without technical jargon (though if you have to use some, make sure you explain it). That doesn't mean being 'matey' or too jokey (and sometimes the subject is inappropriate for humour, e.g. tribute to a chairman who's died). But it does mean being creative. You need to come up with what journalists call an 'angle'. For example, long ago I lost count of how many press releases said 'Christian charity celebrates 40 years' or 'Christian company appoints new director.' My immediate reaction is always, 'SO WHAT?!' Why would my readers want to know that? How does that help them or interest them?
An 'angle' on such stories is something that makes them relevant to my readership, and the aims for my publication. Whatever you do, you have to overcome the 'So what?' factor. For example, if I was editor of a local newspaper and the Christian charity was a children's charity and it celebrated 40 years by giving 40 local children a free day out at a local theme park - that would be news. Or, if the Christian company was a bank and had appointed a director who used to work for a high street bank on twice the salary, they could say, 'Banking boss takes pay cut to work for ethical bank'. In our current climate where bankers are a by-word for greed, that would be a good news story.
I'll tell you my other top three tips in my next article...