GAINING CREDIBILITY – How to get a release published
In these days when everyone googles the companies they want to do business with, what do people read? Is it the carefully prepared information written on the company website or the articles published in their trade press? What would you rather believe what the media says about a company or what the company itself says?
TO HELP GAIN CREDIBILITY I RECOMMEND OUR TOP TIPS FOR MEDIA SUCCESS
WHO TO CONTACT?
Start by identifying and reviewing the press you want to target – trade press, local press, small business press etc, and ensure your story is relevant to each. Find the correct contact details of the news editor; phone them if you’re not sure. Understand what deadlines they work to.
LENGTH AND STYLE
Keep it short and sweet – 300 words or 1 page of A4 in 1.5 line spacing, with wide margins. Use short sentences and lots of paragraphs. Think of a typical reader and picture them and only give information he would find interesting. Keep it factual and relevant. Remember it’s not a sales pitch. Avoid flannel. Use the language of the magazine and avoid jargon.
SANITY CHECK
Can it be quickly scanned to get the gist of the story? If you can say “So what” upon reading it, try again to make it more relevant and hard hitting.
Then try to stick by these guidelines for success:
1. EMAIL SUBJECT LINE – When sending your releases by email ensure the emails get opened by using a shorter, pithy version of your headline
2. Write ‘NEWS RELEASE’ across the top of the page or at the top of the email. Print the release on letterhead paper if sending by post or faxing. Remember to date it.
3. Always include clear contact details, phone numbers and email, at the bottom of the release – and be available should an editor call
4. Dream up an interesting headline – grab the eye and make the editor read on
5. Answer the who, where, what, how and why questions – all the key points – in a brief opening paragraph. You may need to tailor this to make it relevant to different press ie local press or trade press will have different interests
6. Linking your story to topical news, trends, events or themes that your media is following can increase your chances of getting into print. Try to find a topical angle to make the story relevant
7. Always include a powerful quote from a customer to add credibility and build your brand. Endorsements like this help to build credibility. Ensure the name and job title of the person you are quoting is correct and clear ie
“We’re delighted with the quality of the work and project has gone without a hitch”, said Gaye Spencer of GSPR Marketing Communications.
Make additional paragraphs short and ensure the information is vital to the story
8. Double your chances of your story being used – attach an interesting and relevant picture, cartoon, drawing or logo – normally as a jpeg with not less than 300 dpi resolution
9. Follow up by phone to check the right person has received it and whether they want any more information
10. FINALLY – Have another person check whether the piece is interesting, in the right style, and grammatically and factually correct with no spelling errors, before you send it off.
