Seven tips on how to make the news

One clear story

The media are looking for a hook or a story with a news angle. If you think you have an interesting news item and want to develop a press release remember that you must sum up the fundamental detail in the first paragraph. You must answer the questions – who? what? where? how? why? – in one short, snappy opening paragraph.

Is it news?

What benefit is your news to readers? Is it relevant and timely?

Having a new financial manager at your business might seem like news to you but that doesn’t mean its going to make the front page of The Sun! Your story either needs to be of regional, national, global or trade importance, depending on which publication you are targeting.

Who is your audience?

Before writing your release you need to decide where you want your story to appear. Is this a trade, business, local or national story? You must be realistic.

Explain how your news affects other people, customers, companies, the local area, or the world. Your company launching a new product is great to you, but what about other people? What are the benefits to them or the wider economy?

Types of stories

Use classic business stories that are rolled out year-in-year-out to make the news. These include – business milestones, new products, key appointments, deals and MBOs.

Make it easy for journalists

Journalists want brief, easy to digest information and a story they can grasp in one minute. Try to write a press release that is one page long, includes the date, headline, four paragraphs and a quote. Remember to always use lower case letters when writing people’s job titles.

Are there newsworthy people involved in your company’s event? Even using a local celebrity can go a long way. Are you promoting or advocating for a cause? Do you contribute a percentage of the profits to a charity? Does your company sponsor a fundraising event? This is almost always a newsworthy tie-in.

When sending your release aim to either use a media database or look on the website of the publication you want to target to find the name and email address of the relevant journalist.

When emailing keep emails short and sweet, do not start an email with ‘hey’, and if you do call always do this in the afternoon and keep it short. Journalists are time challenged so ensure you sum up your story succinctly. Also do not send large jpegs that will clog up a journalists’ inbox.

Headlines and quotes

This is the first thing a journalist will notice. It has to be eye catching. Try and come up with a headline that’s to-the-point. Puns also work well but don’t make them too cheesy!

Only include two quotes at most and make them relevant to your story and use one spokesperson.

KISS

Keep It Simple Stupid! Always write clearly so a journalist will have to make as few edits as possible.

Remember that although the ultimate goal is to get promotion for your company, you also have to give the media good stories. Do not write a release that is effectively an advert. There needs to be some kind of news element in your release.

One final tip is most successful PR professionals develop personal relationships with key journalists and develop a sixth sense for whom to offer which stories to. So try and invite a few of your key contacts out for a coffee and get to know them.