More than a century has passed since the first the press release was sent out in 1906 to spread the news about a train wreck in Atlantic City. In that hundred years, communication has evolved from the first postal vehicles to the digital real-time system we see today. So what does this all mean for the press release itself?
Although the means for communications have changed a great deal, the press release itself still has the same purpose it always has had – to share important news with media outlets, and ultimately, a particular audience. Here are tips on how to create a media-friendly release.
Only Release Real News
Unfortunately, the press release has gotten a bit of a bad rep in the media world, primarily because so many businesses and organizations have flooded media outlets with irrelevant or non-newsworthy information. If you don’t have something truly unique or newsworthy to say, don’t send out a release. It will make the releases you do send out more likely to be considered.
Get on the Reporter’s Side
Although you may be a public relations or media relations professional with loyalties to your client or employer, when it comes to press releases, get on the reporter’s side of things. Take the time to think about what a particular reporter might need. This might include access to a key executive, an analyst quote, or a customer story. Instead of trying to sell your company, be the reporter’s assistant.
Target Carefully
Begin the day by thinking about what your business or organizational objectives really entail. Consider who you are trying to reach with your message, and then think about what that audience is reading and watching. If you have a niche product or service, narrow your press release distribution to very targeted publications, blogs, or websites — not to the local newspaper.
Keep It Short and Concise
Attention spans continue to decrease, and that’s true for the media as well. You might only get a sentence or two in front of a key writer before that individual moves on to the next release, e-mail, social media post, or blog. Make sure the headline and first sentence count.
Take Advantage of Current Events
Whether its national political news, an industry announcement, a seasonal event or a financial situation, see if you can tie your company or organization to something else that’s currently going on in the community or the world. Reporters will be more interested in finding a unique angle about something that’s already causing a lot of buzz than about something that is not.
If you need some help with media or public relations in Las Vegas, contact GYC Vegas. This Las Vegas public relations company has years of experience in helping a wide variety of clients in various industries reach their media audiences effectively.
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