Get free publicity - Use these 7 steps.

Read time: 6 minutes

Hi dear reader,

When your marketing budget is little to zero, free publicity is an interesting option to build brand awareness.
It's, after all, free! 

But because it's free, many people want it. You need to write a strong press release to get a spot at the table.

In this email, I will share with you how to do that. 
(based on my own successful experiences and a little help from the internet)

How do you write a press release that can't be ignored?

1. Think of something newsworthy

A press release should not be a sales pitch or advertisement. Journalists can tell when it is a sales pitch in disguise, and they won't use it. 
What topics work well?

• You are the first to do something. For example, using drones to deliver groceries.

• You have done research and want to publish the results.

• You're opening a branch or establishment (often works well with local media).

• You're launching a new product or service. Beware of the sales pitch. Approach it from a problem-solution angle. What social problem is your product going to solve?

→ Bad example?
Bella's 10% off this weekend
Bella's having an anniversary and is celebrating this with 10% off on the entire collection.

First off, who's Bella?
Secondly, you are trying to sell something. 
It would've been better if we knew what Bella's is, its location, and what anniversary they're celebrating. 

2. Write a clear intro

The introduction is where you put your main message. The journalist should immediately see what news you're sharing. Wondering how to do that? Include at least the 5 W's:

What is going to happen or has happened? (what)
Who is going to do what? (who)
Why is it happening, what is the reason? (why)
Where is it taking place (where)?
When is it happening (when)?

How long should the introduction be?
A maximum of 60-65 words. This will challenge you to include only the most essential information. So keep it concise! Make the introduction bold. This makes the text easy to scan. It also shows the journalist that it is your introduction. 

3. Most important info at the top

Write the body of the text under the bold intro. Ensure the journalist has all the information within the first couple of sentences. This distinguishes a press release from a blog post. In a press release, you honor the journalist's time and directly mention the essential information. This way, s/he knows whether it can be placed. 

Tips for writing your body text:

• Write with your goal in mind. Inform, entertain, create brand awareness, etc.

• What is necessary for the reader to know?

• Are there specific results you want to share?

• Suppose you have done research. Then, of course, it's helpful to mention the results first. What came out of your research? What are the recommendations, if any? Then, at the bottom, mention the research method, for example.

Suppose you are doing the launch of a new product. In short, an event. Then, it's important to mention:

• When is the product being launched?

• What exactly is the product/service? Or "what is being launched?

• Why is it being launched? Does the product solve a (social) problem?

• Where does the launch take place?

• Who is launching the product? Perhaps by a well-known person?

• When will it be available?

• At the end, you can mention the website. And background information about the company. According to you, it might be crucial to mention your website first, but it's not for the journalist.

4. Create headings and paragraphs (make the text scannable)

Again, this allows a journalist to quickly scroll through your press release. Plus, it's easier to read for the reader too. When you see a text without paragraphs and headings, the reader is likelier to drop out. Especially online! (and most press releases are copied/pasted onto websites, so make sure the journalist doesn't have to edit yours)

5. Make your title stand out

Instead of click-bate, create a title summarizing your press release in one sentence. Keep your title short and to the point (preferably at most 10 words).
Tips?

• Have your title answer: Who, What, Where

• Write actively (avoid words like will/can)

• Add numbers if necessary 

• Do not end the title with a period

• Start the headline with a capital letter

• Make your title bold and use a slightly larger font size

→Example of a good title?
Toronto Theatre is the first theatre in the country to become carbon neutral.

6. Add images

A photo of the new product, the author of the book, etc. Anything that supports the message is a good picture to send along. It saves the journalist time to find a matching image, hence more chances your news item will be placed.

7. Add contact information - note to editor

At the bottom of the press release, put "note to editor" and add your contact information. Should the journalist have a question, s/he can easily reach you. 

Sending and distributing your press release

After writing your press release, the last step is distribution. Where to send it is a whole different game. You must gather contact information from media sources that would be a great fit. Local news is suitable for local newspapers, tech updates should be spread through news outlets known for their tech news, etc. Compiling such a list will take some time, but once compiled, you can use it repeatedly.

IMPORTANT!
When you are going to email your press release, do as follows:

• Put your title in the subject line

• Add your press release as text in the mail (not as an attachment)

• Make it personal. Mention the journalist's name if you know (even if you don't know the person). 

Avoid this mistake:
Do not put 'Press Release' in the subject line. If you do, chances are your title will be omitted. A mail program shows only a number of characters. Your header may, therefore, be cut off on the journalist's screen. For this reason, avoid the word "press release".

To summarize

To write a good press release, do at least the following:

• Provide current news (no advertising in disguise)

• Create a clear structure (core message at the top)

• Make it scannable (journalist should immediately see what the news is)

• Have a strong title

• Add your contact information

I hope you can apply all of this information to write a top-notch press release so you gain a spot in that local newspaper or digital platform!

Let me know if it did!


Blessings to you,
Jane

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