In a world where everything is directed to the digital platforms, its easy to forget some of the more traditional marketing routes to market. Local newspapers, magazines or trade press can be an equally important part of your marketing mix. Here is a short and simple guide to compiling a press release:
Date of issue
Heading – this should sum up the story and be no longer than one line.
[MAKE IT AS INTERESTING TO THE READER AS POSSIBLE – ARE YOU LAUNCHING A NEW COMPANY OR SERVICE, CREATING JOBS, HOLDING AN EVENT, CELEBRATING AN ACHIEVEMENT etc?]
Para 1 – this should tell the story in a little more depth than the heading and should always include your business name/office – remember the WHO (& WHEN if it is publicising an event).
Para 2 – explain the WHAT & WHERE – if you are targeting regional media include the road name and town/village where office is situated.
Para 3 – 4 – quotes/comment – backing up what you are doing, HOW you are doing it and WHY. It should follow a style of job title and name – example Owner Pauline Baker said: “XXX or Pauline Baker, owner, said:” XXX only add capital letters to a job title if the first word of the title is at a the start of a sentence – publications rarely put job titles in capitals and you want them to change your story as least as possible.
Para 5 – 6 – generic info which you can also include background information on the company:
The company specialises in XXXXXXXX etc
It provides XXXXXXX
You may want to quote a secondary person – especially if two people are involved in the story.
[IT’S FINE FOR YOUR PRESS RELEASE TO GO ONTO TWO PAGES.]
[REMEMBER EDITORS CUT FROM THE BOTTOM UP SO INCLUDE THE MOST IMPORTANT INFORMATION FIRST!]
(always put this at the end to show journalists it’s the end of the story)
Media enquiries: For more information please contact INSERT YOUR EMAIL AND PHONE NUMBER
[IF YOU FOLLOW THIS TEMPLATE JOURNALISTS ARE MORE LIKELY TO USE YOUR STORY AS YOU’VE GIVEN THEM ALL THE INFORMATION THEY NEED IN THE FORMAT THEY ARE USED TO. IT’S SIMPLE AND NEEDS LITTLE EDITING WHICH MAKES THEIR JOB EASIER.]