Press coverage is the lifeblood of any company, big or small. It can help you build up your brand, increase sales and grow your business. But how do you get press coverage? And what’s the best way to go about it? Here we’ll look at some simple tips to help you write a successful press release and get your company noticed by journalists.

Key Takeaways
1. Craft attention-grabbing headlines for your press release.
2. Focus on newsworthy and relevant angles to capture journalists’ interest.
3. Provide concise, factual, and well-structured information in the release.
4. Include quotes from authoritative sources to lend credibility to your story.
5. Leverage multimedia elements like images or videos to enhance engagement.
6. Build relationships with journalists and personalize your pitch to them.
7. Target media outlets that align with your audience and industry.
8. Monitor and measure the impact of your press coverage efforts.
9. Stay persistent and adaptable in your approach to secure media attention.
10. Continuously refine your press release strategy based on feedback and results.

Tip 1 – Research Your Target Journalist.

The first thing to do is research your target journalist. Find out who they are, what they cover, and how best to contact them.

Who is your target audience? This can be tricky because it’s not always easy to define what audience you want in such broad strokes. You might say “everyone,” or perhaps you want only people in a specific industry or geographic area. Start by making a list of who you think would be interested in reading about your business or organization the more specific the better!

Who covers these topics? 

Once you have this list of possible readers/viewers/listeners/etc., look at which journalists cover similar stories related to yours so that when it comes time for press releases (or any other type of outreach), it will be easier for both parties involved if there isn’t too much overlap between what one writes about vs another writer’s interests/niche coverage area(s). 

It’s also important here because sometimes journalists have certain preferences when it comes down to choosing which topics they want to be covered.”

Building a compelling press release requires attention to detail and strategic planning. Explore our tips in the article on putting together a press release to ensure your message gets noticed by the right audience.

Tip 2 – Create A Catchy Headline/Title

The headline is the first thing that people see when they click on your press release, so you must make it as tantalizing and enticing as possible. Whether you’re using an online distribution service or sending directly to journalists, your headline must stand out from all the other press releases sent out every day. 

The best way to do this is by being creative with language and using words that are related to what your story is about in some way (i.e., “Pizza Delivery Service Launches New App”).

Keep in mind: This doesn’t mean there won’t be room for creativity; just don’t go overboard with gimmicks like puns or jokes unless they’re hilarious and appropriate for the subject matter at hand!

Tip 3 – Hook Your Readers Within The First Paragraph

No matter what you write, your opening paragraph will set the tone for how readers perceive your company. If you start with a question, you’ll encourage them to keep reading to find out more. If you start with a shocking statement or fact, they’ll be intrigued and want to know the rest of the story. These are both great ways to get people’s attention quickly!

If possible (and if it makes sense), try starting with a quote from an expert on the subject matter that relates directly back to your product or service somehow: “As an expert in [subject], I recommend everyone get their [product] now.” 

Another option is starting with a quote from one of your customers: “I have been using my [product] for years and couldn’t live without it!” This can also work well if they’ve had any recent bad experiences using another company’s similar offering–it shows that yours is better!

Another great way is by mentioning how many people have used your product or service recently: “Over 1 million people across North America have tried our services since we first started offering them back in 2011.”

Want your press releases to reach a wider audience? Learn how to craft press releases that have the potential to go viral with our guide on creating press releases that go viral. Discover the key elements that can make your content share-worthy.

Tip 4 – Get Straight To The Point (What / Why / When / Where / Who)

This is the most important tip of all because it’s what will make or break your press release. The key here is to get straight to the point quickly and not waste time with flowery language or a longwinded introduction. 

You should use as few words as possible to say what you need to say for your reader (and their editor) to understand why this story matters and how it’s going to help them reach their goals.

Press releases may sound intimidating when you’re writing one for the first time, but once you understand what makes a great press release and how it works, they can be an incredibly effective tool for getting coverage and attracting attention from potential customers.

Tip 5 – Write In A Newsworthy Style

As we discussed in Tip Number 2, a press release should be written in a newsworthy style. This means that you should use an active voice and short sentences to explain what you do in an easy-to-read manner.

It’s also important that your language is simple, straightforward, and conversational. If you’ve ever read an email from your grandma or grandpa then you’ll know what I mean—they don’t write like they’re reading from a textbook!

To make sure that your press release has this quality, there are several things to keep in mind:

Tip 6 – Consider The Length Of Your Press Release

When it comes to the length of your press release, you must consider how much information you want to share with your audience. 

If there is a lot of information available on a particular topic, then a short press release (no longer than one or two pages) will suffice. 

However, if there are only one or two pieces of key information that relate directly to the story, then a longer press release may be necessary for potential journalists to get everything they need from you without having to do any additional research themselves.

If possible and relevant, try keeping all sections within each page numbered so that editors and journalists can use them as references when writing their articles about your company or organization. This way they’ll know exactly where they can find each piece of info instead of having questions left unanswered due to poor organization or lack thereof!

Maximizing the impact of your press releases involves strategic choices. Explore the article on including impactful elements in press releases to ensure you’re presenting your message effectively and increasing the likelihood of media coverage.

Tip 7 – Include Media Contacts And Other Information

Having a list of media contacts and other people to contact is vital. You don’t want to start cold-calling, and if you’re doing PR for yourself or your business, chances are that you’re not an expert at getting press coverage (or even know anyone who is). 

So pick up the phone and call any journalist or editor who’s mentioned your industry in their work recently. Talk to them about what they’ve been writing about lately they’ll be able to tell you which stories are hot topics at the moment and give you some great leads on where else your story might fit into their publication.

Tip 8 – Upload A High-Quality Image To Accompany Your Press Release

As with your press release, you’ll need to upload a high-quality image to accompany your news. This should be an image that is relevant to the story and helps illustrate it, rather than just being there as decoration. Make sure it’s at least 600 pixels wide so that it will be large enough when printed out.

Use this opportunity to showcase your company or product in the best possible light; think carefully about what message you want readers to take away from looking at your photograph.

Tip 9 – Make Sure You Proofread And Edit Your Press Release Before Submitting It Anywhere

How many times have you submitted a blog post or article, and then regretted it? I’ve done it myself. And the most common reason for it is that I forgot to proofread.

When you write your press release, you should use a spell checker, but also consider using a grammar checker as well. Grammarly is great for this because it not only checks spelling and grammar but also tells you why each mistake was made!

Check for typos (misspelled words). You can do this by reading through again with a highlighter in hand (or on-screen) and highlighting any mistakes as they occur in each sentence. The sooner these are spotted, the easier they will be to fix!

Make sure there aren’t any formatting errors such as text being too close together or one word being left out of several sentences (this happens more often than people realize). You can use Microsoft Word’s built-in spell check feature or check online here: [link].

If possible, get someone else to look over your work before submitting it anywhere – even if they’re not familiar with what journalists do! 

They may pick up on things like layout issues (like poor paragraph flow), factual errors that need correcting, etc., which could save time later on down the road when trying to correct these mistakes yourself after submitting somewhere the first time round.

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Tip 10 – If Your Press Release Is Being Published Online, Make Use Of Hyperlinks

When you write your press release, try to make it as easy as possible for readers to get more information by using hyperlinks. Hyperlinks are text that when clicked on, take you to another site or page within a site. 

For example, if you had a link in your press release that said “More Information” then when someone clicked on it they would be taken directly to the page with more information related to your news story.

Hyperlinks allow people reading your press release online the ability to click through and visit other sites related to yours without actually leaving the original article’s website making them an important tool for search engine optimization (SEO). 

When readers click through from one web page back-and-forth between several different websites, this activity is known as “link building.” 

Google uses link building as one of its primary ranking factors when determining how high up in search results a particular site should appear for certain keywords or topics. Therefore effective use of hyperlinks can help increase traffic and improve rankings!

Tip 11 – Use Keywords Throughout Your Press Release To Make It More Search Engine Friendly

This is a no-brainer. The more relevant keywords you use in your press release, the higher it will rank in search engines and Google News. If a journalist shares your story on social media, they’ll also be able to add some of these keywords as well – which will help draw more attention to the post (and maybe even get it featured).

So what are some good keyword ideas? You can use tools like WordStream’s Free Keyword Tool or Google Trends to find out popular topics that people are searching for right now.

Tip 12 – Create Multiple Versions Of Your Press Release, Each One Tailored To A Particular Audience Or Media Channel

You will want to create multiple versions of your press release. Make sure each is tailored to the audience and channel you are targeting.

For example, if you have a product for people with a certain health condition, write a press release aimed at that particular audience. You might also consider creating another version for doctors and healthcare professionals (who may be interested in writing about your product as well).

If you are interested in getting coverage on social media channels such as Facebook or Twitter, write a press release specifically targeting those channels.

Tip 13 – Be Truthful! Don’t Try To Make Up Something Just To Be Newsworthy

You might think you need to exaggerate a little, or even make something up entirely, for your press release to stand out from the crowd. But don’t do this it will backfire on you. 

You’re better off being honest about what you’re doing, and why it’s important or interesting. You’re also better off not using a fake name, email address, or phone number for any reason whatsoever (unless you have permission from the person or business).

Small businesses can benefit significantly from press releases. In the article on lessons learned from writing 1000 press releases for small businesses, you’ll find insights and practical advice on how to effectively leverage press releases to enhance your business’s visibility.

Section: Tip 14 Distribute Your Press Release At The Right Time Of Day (And Avoid Peak Times)

One of the most important things to keep in mind when distributing your press release is where you send it. It can be tempting to send the same press release to every journalist and blogger, but this is a mistake.

Avoid sending your press release out too early or late in the day. The best time of day is between 11am-1pm (when journalists are in their office). If you’re using an automated service like eReleases, set up a filter that only allows your releases to go out during these hours you don’t want them going out at midnight!

Limit yourself to three email blasts per day for each journalist. Sending too many emails will turn off potential writers and make them less likely to write about something from you again later on down the road so don’t spam!

Section: Tip 15 Send Out A Follow-Up Email To Journalists Who Have Shown Interest In Your Press Release

Now that you’ve sent out your press release, it’s time to start following up with journalists who have shown interest in your content. Most journalists receive dozens of emails every day and can get easily distracted by the sheer volume of messages they receive. 

That’s why it’s important to make sure that you are always sending relevant emails so that it is easy for them to see how your content can fit into their publication or website.

A follow-up email should include:

A subject line that piques their interest (If you’re writing about a new product launch, mention the name of the product)

Links to related stories and topics that may be relevant for them to cover (for example: if you’re writing about a new product launch, link back to previous coverage on that topic)

Links back to any previous coverage on the same topic (if applicable)

Conclusion

The good news is that press releases are a great way to get your story out there. The bad news? They take time and effort to write well, but it’s worth it if you want increased exposure for your brand or business! So what do you think? Are you ready to start writing your next press release?

Further Reading

Hacking the Press: Clever Ways to Get Free Press Coverage with Zero Budget: Learn innovative strategies to secure press coverage without breaking the bank.

How to Write a Great Press Release with Expert Advice & Real-Life Examples: Gain insights into crafting effective press releases with advice from experts and real-world examples.

Getting Media Coverage: The Complete Guide: Delve into the comprehensive guide on getting media coverage, exploring tactics and strategies for generating press attention.

FAQs

How can I get press coverage on a tight budget?

Securing press coverage without a substantial budget requires creativity, persistence, and strategic networking. Consider leveraging unconventional tactics, such as crafting unique story angles or collaborating with influencers who align with your brand’s values.

What are the key elements of a successful press release?

A successful press release should have a compelling headline, concise yet informative body, relevant quotes, and accurate contact information. Including multimedia assets like images or videos can also enhance its appeal to journalists.

How can I make my press release stand out to journalists?

To stand out to journalists, focus on crafting a press release that addresses their needs and interests. Tailor your pitch to the specific journalist or outlet, and ensure your content is newsworthy, timely, and relevant to their audience.

What strategies can I use to generate media coverage for my business?

Generating media coverage involves building relationships with journalists, maintaining an active online presence, and consistently sharing valuable and unique content. Engage in thought leadership, contribute guest articles, and establish connections within your industry.

How can I measure the effectiveness of my press coverage efforts?

Track the impact of your press coverage by monitoring website traffic, social media engagement, and brand mentions after media features. Additionally, keep an eye on metrics like increased sales, inquiries, or brand recognition to gauge the tangible benefits of your media exposure.