How do you tailor your press release to different audiences and outlets?

1 Know your purpose

Before you start writing your press release, ask yourself what you want to achieve with it. Do you want to inform, persuade, or mobilize your audience? Do you want to generate media coverage, attract supporters, or influence decision-makers? Your purpose will guide your tone, message, and call to action. For example, if you want to inform your audience about a protest, you might use a factual and neutral tone, highlight the facts and figures, and invite them to join or learn more. If you want to persuade your audience to support your cause, you might use a passionate and emotional tone, emphasize the problem and the solution, and urge them to take action or donate.

2 Know your audience

Next, you need to identify and research your target audience. Who are they, what do they care about, and what do they need to know? How familiar are they with your issue and your organization? How do they consume information and what channels do they use? Your audience will determine your language, style, and format. For example, if you are targeting young and tech-savvy people, you might use catchy and concise language, include multimedia and social media elements, and send your press release via email or online platforms. If you are targeting older and more conservative people, you might use formal and respectful language, include quotes and testimonials, and send your press release via mail or fax.

3 Know your outlet

Finally, you need to select and customize your outlet. Where do you want to distribute your press release and who do you want to reach? What are the preferences and requirements of the outlet and the journalist or editor? How can you stand out from the crowd and get their attention? Your outlet will influence your headline, length, and angle. For example, if you are sending your press release to a local newspaper, you might use a catchy and relevant headline, keep it short and simple, and focus on the local impact and interest. If you are sending your press release to a national magazine, you might use a provocative and unique headline, provide more details and background, and focus on the broader context and significance.

By tailoring your press release to different audiences and outlets, you can increase your chances of getting your message across and achieving your goals. Remember to follow the basic rules of writing a press release, such as using the inverted pyramid structure, answering the five Ws and one H, and providing contact information and boilerplate. And don't forget to follow up with your outlet and track your results.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?