THE HOMEWORKER ARTICLE - HOW TO CRAFT YOUR PERFECT PRESS RELEASE
I contributed to the latest issue of The Homeworker Magazine; writing on how to craft your perfect press release. I thought I’d share some snippets of the article here, but if you want the whole thing, you can download the magazine here. It’s worth it, it’s a brilliant read!
“The purpose of a press release will vary greatly, from announcing an award win to the regional media; to pitching your expert comment to a trade publication; to launching a new collection to the consumer media through to pitching a service or product for a review opportunity. The myriad of potential within the media means that it is important to be specific about why you’re writing your press release and what you’re going to share.
Whatever your hook, you need to consider 3 key things; content, aims and audience.
Content - What do you want to say? What story are you telling? What are the facts and figures? What is the real point of interest to your ‘hook’? What does the journalist need to know? The content that you create within your press release is your chance to open up the conversation with a journalist. It is your time to make your case for why you are a great fit for their magazine or media outlet.
Aims - What do you want to achieve with this press release? Perhaps it’s regional coverage or maybe it’s an interview in a women’s lifestyle magazine. There are so many different types of media opportunity that you need to be clear on what results you want this press release to guide you to.
Audience - Your aims will lead you to your audience. Your target media will be intrinsically linked with your target audience and ideal client. You will be led to your target media because it is consumed by your target audience. Become familiar with your target media and build up a knowledge that will help you in your writing. Get to know the language of these magazines and use this influence to inspire how you write your press release.
See your press release as the chance to sell your brand and concept to a journalist. Remember, what you think is interesting, may not be quite so thrilling for a journalist. You have to be sure that you are offering value to a journalist and that you are giving them content that resonates with their readers.
Press releases don’t need to be scary. They don’t need to be a hurdle to getting visible. Keep it simple and keep it objective.”
If you’re keen to know more about how to write a press release and the different purposes they serve, dive into my PR membership for all the training and support you will need.
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