It can be daunting for
small businesses to contact the media.
You may feel that you have a good story to tell, but how to go about it? Sadly, many companies – particularly smaller
ones – end up hiding their lights under bushels.
But if you’ve decided
to take the plunge, the best way, now and since dinosaurs roamed the earth, is
by press release. However, there are
certain rules and conventions to ensure that your release receives the
attention that it deserves.
Subject
First and foremost, a
bit of honesty. How newsworthy is your
press release? Is it going to be of
interest to the local or national media?
Or is it something best suited to the trade press? In
other words, create realistic expectations and work to them. If you’re opening a café in Glasgow, that
will of local interest – so no point thinking about the national media unless,
of course, you plan to open a whole chain within five years.
Create a media list
Having thought through
your target media, create a list. Your
coffee shop is of local news, but how about food writers? What about student magazines? (You could offer them a discount on first
purchases). Research your target media,
and identify who’s been writing on the subject.
And don’t forget relevant bloggers or other online sites – they can
often be more influential than the mainstream media.
Structure
Draft out a rough
structure for your release. Remember,
the media want to know who, what, why, when and where. They want key facts, not waffle. Ultimately, they’ll be writing the story, not
you.
Headline
Journalists receive
huge amounts of dross every day and, often, the headline is as far as they
read. Therefore, think very carefully
about your headline. New café opens in Glasgow will go in the
bin. New
Glasgow café to put caffeine into the community will stand a better chance.
Key messages
Whatever your company,
or its size, you want to communicate messages of importance to your
business. For our Glasgow café, are your
ingredients Fairtrade? Will you be
creating new jobs? Are you
family-friendly? Do you offer
wi-fi? However, don’t exaggerate and, if
you’re quoting facts or statistics, double-check that they’re accurate.
News v advertising
It’s a truism, but a press
release is about news. Everything else
is advertising. Don’t get the two mixed
up. Glasgow
café sponsors local football team is news.
Glasgow café would like more
customers is advertising. Likewise,
don’t use words like “best” or “unique” or “world-beating.” You may believe that about your company or
product, but hyperbole is the surest way to cross the news/promotion boundary –
and for the media bin to beckon. (Also,
don’t use exclamation marks).
Accuracy
It always helps if you can make a
journalist’s life a little easier, so check and double-check spelling and
punctuation. It’ll also enhance your
reputation as someone they can trust, and who is taking their media relations
seriously. Good tip: write your press release then go home. Check it again the next day. You’ll be surprised at the little mistakes
you missed the day before.
Quotes
Quotes are great, because they’re the only
part of a press release that can’t be changed.
But use them sparsely, and use them to get your messages across. “We want our café to be an integral part of
the community,” is probably quite a good quote.
“As part of the refurbishment, we bought a new coffee machine,” probably
isn’t.
Jargon
Avoid like the plague. You are the master of your subject; don’t
expect anybody else to be (unless your press release is aimed at highly
specialist publications). A wise old
advertising executive once said that jargon is the hallmark of a pretentious
ass – and he’s right.
Length
In media relations, size isn’t
everything. If you can’t tell your story
succinctly, it probably isn’t worth telling.
For inspiration, have a read of The
Sun or The Daily Record – good
stories need not be long stories.
Distribution
Once your release has been buffed and
polished, send it by email, with a catchy subject line. Paste your release into the body of your
email (some media outlets don’t like attachments from unknown senders) and,
under your fine words, provide full contact details, a link to your website – and
any further information you think might be useful.
Conclusion
The media is there to serve its readers,
viewers or listeners. Not you. However, the well-crafted press release is
still able to cut through the media clutter and benefit you and your business. Good luck!
No comments:
Post a Comment