News releases serve as more than sources of information for investors. They provide valuable search engine optimization for your website, align your teams regarding important messages, and advise the media of company events or organizational changes.
A great news release doesn’t make a journalist want to write a story. Instead, it’s published as the story. The better your news release is written, the more likely it will remain intact when a journalist publishes his or her article. Here are a few tips on how to make your news release great.
Become the Reporter
The first step toward creating a publishable news release is to write a news story instead. Put yourself into the reporter’s shoes. It’s your job to write an article, so decide what about your company, event or a new product will grab readers’ attention. Find a hook or angle, and think about how the story can advance your journalism career.
Customize Your Content and Pitch
Consider the medium through which you’ll share the story. Print and broadcast media are very different, so you need to tailor your article accordingly. For instance, you’re more likely to land broadcast coverage with a compelling headline, video footage (b-roll), and short bullets. On the other hand, you could land print coverage easier with a long-form story, research and data.
In addition, you need to customize your pitch according to the publication. The more readers it has, the more likely that your story needs to be exclusive. Trade publications are better targets if you want lengthier coverage rather than broad exposure. Also, your spokesperson should be prepared to respond to follow-up questions when a publication picks up your story.
Write the Best Story
The content of your story must be better than ever to gain reporters’ attention. Make sure that it presents real value, which motivates additional action, such as requests for more information, traffic to your blog or website, and purchases. You should also improve the quality of information you provide. In order to do that, only include information that’s relevant to your brand conversation.
Make the Release Engaging
You can make your news release an engaging multimedia experience with embedded videos, high-resolution images, and b-roll footage. These additions make journalists’ jobs easier. Also, the more content you include with your release, the richer your story will be. As a result, journalists are more likely to cover it.
Hire a P.R. Firm
Not everyone can be a great writer or storyteller. In such cases, it’s a good idea to hire a P.R. company to handle your news releases. If you’re in Las Vegas, you’re likely to find GYC Vegas in a search for “public relations near me.” This Las Vegas and Henderson public relations firm can write and distribute your news releases. What’s more, the team can assist with planning and implementing your P.R. and marketing strategies.