The greatest skill you'll have in public relations is empathy.
Understanding who your audience is; what talks to them and telling
a story in a way that invokes action is all critical to having your
customers behave in the way you'd like..
I little need to convince entrepreneurs of the power of PR.
Having their profile raised and all of the benefits of their brand,
product or service broadcast by an independent source is an obvious
win.
Many will employ PR agencies or consultants, some businesses
have their own marketing and communications director and some do
what they can, when they can.
So few secure effective and regular PR coverage though because
they fail to put in place the basics of a well written press
release.
PR is a multi-faceted discipline. Its purpose is to influence
the perception and decision-making of all kinds of interested and
disinterested parties - but this won't happen if the message isn't
delivered correctly.
A well-written, well-placed and delicately targeted press
release will incite the attention of a stretched journalist. That's
when you've won.
You'll have your business in front of the right audience and the
independent endorsement inferred will have a profound effect on
buying behaviour.
Writing a winning press release should be reasonably simple -
but we all fall in to the trap of being over-passionate about our
businesses.
It's worth taking an objective look at how to perfect the
process:
1. Know the media you're targeting. Read, watch,
listen and make sure your release is right for them.
2. Is what you're saying really news? Is it current, fresh and
interesting to readers/viewers and the journalist, not just
you?
3. Be succinct. Journalists need facts not flowery
adjectives.
4. Capture the story in the first paragraph. Cite who, what,
where, when and how.
5. Use the present tense and write in the third person.
6. Quote a spokesperson but use their voice, real words -
something impactful and meaningful.
7. Back up your news with latest relevant statistics - and
acknowledge the source.
8. At the end of the release, provide background company
information, contact details and links for more information and
images.
9. Pictures tell stories. Always provide incredible
and high resolution photography - don't make the journalist have to
ask or wait for it.
10. Maximise search engine pick up by using
pertinent keywords and include text links in your copy. Consider
news distribution services which can walk you through optimising
your release.
Beyond this, look to build relationships with media in your
field. It takes time but becoming a reliable and speedy source of
news is extremely valuable - and being able to craft a winning
release is a great PR stride towards achieving this.
Lyndsey Whiteside owns Inspired PR and Chairs the Wessex Chartered
Institute of Public Relations. For further advice, training
or copywriting, you can email Lyndsey here lyndsey@inspiredpr.co.uk
or find her on LinkedIn, Twitter and Facebook.