Five things to consider before sending a press release

Five things to consider before sending a press release

Journalists both hate and rely upon press releases, but they delete more than they ever use. Here are five questions communications teams should ask before hitting the send button. Why are you writing this? I often wonder why people send press releases. Were they written to please a client? Did their boss tell them to do it without explaining why? If this is the case, you’re wasting your time. The only good reason to write a press release is because you want a journalist to write a story. Fix your attentions on the job the journalist is doing. Is there a story there? In one sentence, say what the story is and ask yourself this question: will anyone care? Would you tell your partner about it? Or your friends in…
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How to tailor a press release for different audiences

How to tailor a press release for different audiences

If you have a news story to share on behalf of your company, you’ll want as many relevant audiences as possible to see that story. Here’s how you can work out who those audiences are and tailor your press release to appeal to each of them. Work out your audiences If you’re sharing a story about your company, think about which audiences might be interested in that story. To do this, consider the ‘angles’ your story could take, based on the key elements of what you’re sharing. For example, if your company has developed a new app for cyclists, the story may well, of course, be interesting to the cyclists who could use it. But there are a range of other groups you can target to extend the reach of…
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