How to Win Over the Media with Your Press Release
One of the common goals for any press release is to generate awareness and build your brand. The larger your reach, the better your results. The media can play an important role in helping you create this awareness. When they pick up the information in your release and cover it in a story, you get to reach a larger audience. You also achieve credibility, trust, authority, and all of the other factors that are important to marketing and building your business.
Have Something Worth Saying – Make Sure Your Information Is Newsworthy
You’ve likely heard this best practice, tip, or advice a hundred or more times. However, it’s important. If you want to achieve your press release goals, if you want wide distribution and many reprints, and if you want the media to cover your news, then it has to be news.
If you’re not sure what that means (and to be fair, it can be confusion) then spend a few minutes reading press releases. They generally are announcing something that is relevant to their audience. You might announce a book signing event, new research, new products or services. Ask yourself why the media would care about your story. Then make sure your press release answers that question.
Have Credible and Compelling Quotes That Are Relevant to Your Story.
The stronger your story quotes (and their sources), the more likely the press is going to jump on your story. For example, a fitness technology company that can get an athlete or a fitness trainer to provide a quote for their news release will get more attention from the media. Generally speaking, look for about 2-3 good quotes related to your news story.
Have Images the Media Can Use
Make it easy for journalists to cover your story. Give them what they need. And one of the key pieces that they’ll need for their story is images. No blog, magazine, or news site publishes anything without images. If your press release images are ready to use, then you may get more attention from the media. It’s also great if you have a media package ready for them to access and use with images, fact sheets, and any other supplemental information they might want.
Include Video If Possible
Press releases that have video tend to perform better with media representatives than those without. You may also find that video helps your press relapse go viral on social media. Make sure, of course, that your video is both short and relevant.
Back Up Your Information with Data (And Cite Any Sources)
Journalists are going to have to check any facts that you use in your news release. They prefer releases with data, but it’s important to also make sure that the data you use is cited as the primary source. This saves time and steps for the reporter.
Include Contact Information, Links to Your Website, And Social Media Links.
Finally, make it easy for them to connect with you online and off. Make sure that all of your contact information is included and that it’s up to date. If you have social media accounts, include those links, as well as links to your website.
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