Ten tips for press coverage
Angela Belassie
Helping people to share their stories online and in print- and stand out from the crowd.
I’ve worked on busy news desks, where I would receive an influx of press releases into my inbox each day.
Some were swiftly binned whereas others gained positive coverage.
There are a variety of reasons why a press release may or may not work for a particular publication.
It could be down to timing or because the topic or area is simply not relevant to the publication.
So, here and here are 10 tips to help you get press coverage:
1.??? Know your purpose:
Before you get started, it helps to know why you are looking to get press coverage in the first place.
For example, is it to create business opportunities? Is it build rapport with your audience?
Or are you trying to raise awareness of a campaign which is close to your heart?
Knowing your purpose is the first step towards creating a targeted and effective press release.
2.??? Craft a compelling story:
A press release is different to a paid-for advert. It’s not about directly selling but rather a more subtle plug for you and your organisation, which will help raise awareness and build credibility.
It helps to focus on the people concerned and it can range from overcoming obstacles, to campaigning for a cause to celebrating success. ?
3.??? Grab the reader's attention:
The story should be explained in the first line and grab the readers’ attention – ?so they will quickly know if it is of interest to them.
The opening paragraphs often include the Ws – Who, What, Where and When. It will sometimes look at ‘how’.
For local or regional press, it helps to include where early on.
4.??? Keep it brief:
Few people have the time or inclination to read a manuscript on a topic of general interest.
Articles should be kept brief and to the point. I’ve written for tabloids, where around 200 words tends to suffice. In general, 400 words should be enough.
5.??? Keep it simple:
Avoid jargon or flowery language. Use plain English, keep sentences short, and don’t assume the reader knows your industry like you do.
6.??? Keep it legal
I’ve worked with people who inadvertently asked me to infringe on copyright or libel another person.
Ensure you have permission to use images where necessary and that you do not infringe on a trademark.
For example, Portaloo?is in fact a registered?trademark and only portable toilets produced by that group can use the name.
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Beware of casting others in a bad light and defamatory comments, especially if your claims cannot be substantiated.
And just because something has appeared on social networks or is in the public domain does not mean it is safe to use.
?7.??? Make it relevant:
If your story is about an event in Bath, for example, it’s likely to be of little relevance to a publication in London.
If it’s about Christmas gift ideas, it is not likely to feature in January editions.
Consider timing, location and topic before you reach out.
8.??? Make it credible.
Where appropriate, back-up your story with evidence, ideally from the original source.
It can also include comments from people (with their permission) who are qualified to speak on the topic.
9.??? Make it accurate:
This links to credibility. If the story doesn’t stack up or it’s littered with mistakes, it is unlikely to be viewed as reliable.
This includes basic checks such as the spelling of names – is if Jackie or Jacqui, for example?
10.? Have fun:
If it’s a more light-hearted story, use puns, alliterations and humour - and enjoy the process.
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Of course, you are unlikely to secure coverage with every publication you reach out to.
While it’s OK to follow-up, it’s important to be gracious and accepting of the publication’s decision on whether or not they wish to cover your story.
You may wish to consider if you have the time or inclination to regularly work on your own PR.
If you would like support, you can reach me here on LinkedIn or at the following:
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Angela has enjoyed a successful career in media for nearly 20 years and set up PR The Write Way to help businesses raise their profile in a cost-effective way.
She worked on staff newspapers around the country before freelancing for the national newspapers and magazines.
She has had bylines in?The Sun, Mirror?and?Sunday Express?and has contributed exclusives to the?Daily Mail, The Times?and various national magazines.
She now helps small to medium sized companies gain widespread press coverage - raising their profile and credibility, which often leads to business inquiries.