Would you like to appear on radio & TV? What is a well-written press release?

 

I have a level 5 Diploma in Digital Marketing and the techniques are great, when you do it right, it will generate sales.  Yet, in this digital world, there is a tool that is often forgotten, the traditional press release.  People often ask me how I manage to appear in the press and on radio and TV so much and the answer is always, “A well-written press release.”  I have used press releases for over 30 years and have an extensive list of media sources.  You can create your own with a little research but what makes a good press release?  What bait do you use to catch the fish?

A well-written PR will be harvestable.  Nowadays media sources like a “ready-to-use” article.  So, what is a well-written PR?

 

A.    Find your Angle – Every good news story has an angle.  An angle is the perspective your story will take.  Some common angles are:

i)    Local Impact – Good to attract local media.

ii)  Conflict – Is it controversial – a different viewpoint?

iii)Progress – Maybe you want to highlight something that is coming soon.

iv)Drama – Does it evoke an emotional response and a human connection (this is my favourite)

B.    5 W’s – When developing your angle remember the 5 W’s.  Who is the story about?  What is happening?  Where is it going on?  When will it occur?  Why is it important?

C.   Write your Headline - Your headline should grab the attention of your audience. That could include a reporter, editor, publisher, or general audience.

D.  Write your Lede – The Lede is the first paragraph after the summary bullet points.  The most critical information should be in this first paragraph including: The 5 W’s, a hook (angle) and a reason for a media source to care.

E. Write strong body paragraphs with supporting details - The next several paragraphs should tell the complete story (in a concise way).  Avoid jargon and acronyms.  The most important supporting details should be included. Use compelling elements such as a star character, data, visuals, and infographics to illustrate your points.  (Include pictures as jpg.).  Each paragraph should be concise, ideally keeping your release under a page.

F.    Include Quotes – I always write press releases in the third person, then quote myself, that way it is harvestable.  Quotes don’t have to be complicated.  Ask yourself - What purpose does this quote serve?  Is it helping tell the story of your press release?

G.  Include Contact Information – I always include:  My name, email address, phone numbers and website.

H.  Include your Boilerplate Copy - This should appear at the bottom of every press release.  It is a brief synopsis of who you are, what you have achieved and anything else relevant, like the one at the footer of this blog.

I.      Brand it – Make it instantly recognisable as yours with logo, slogan, image, colour, etc.

J.     Attach it – Always send an image of yourself and one other.

 

This is a very brief guide and I hope that you find it helpful.  Don’t be afraid to blow your own trumpet and push yourself out there.  Please get in touch if you have any questions about this and I look forward to hearing you all on the radio.

Brendan Conboy is the author of 10 published books including his fascinating autobiography, The Golden Thread.  In 1986, Brendan invited Jesus into his life and God blessed him with the gift of rhyming words.  He used that gift as a Christian Rap artist for 25 years and has written 4 poetry books including the entire Book of Psalms in Rhyme.  He has 3 published novels - Issues, Invasion of the Mimics and Legacy of the Mimics.  He is the creator of Book Blest Christian book festival.  Visit Brendan's website HERE.