Writing your release is just the start of the campaign

So you’ve drafted a fabulous media release, congratulations you are on your way to sharing your story with the media!
Writing a media release is only half the job required to gain media attention, now it’s time to review the message and work on getting that release out.
It’s all about the marketing so what do you do after you have written that fabulous release?

Review IT – Is your message clear?

 
Every industry has the tendency to speak in their own terminology, but when it comes to the media,cut the jargon, forget the complexities and get to the point. A clear first paragraph and easy to understand release is the first step in getting an editor’s attention.

Does it align with your business?

 
Take a critical look at the story you’re telling and the information you intend to disseminate. Does it reflect the overall branding and position of your business? Is it in line with your goals and the image you hope to present? If your release is contentious, assess the risks and possible fallout to ensure it’s exactly what you want to say, and you can handle it if others come out firing.

Have I asked the media to take action?

 
What do you want the media to do with your information? Contact you further for a story orattend your event? Ensure you have covered what you want them to do and be clear about what’s in it for them, including who they can speak to, additional “talent” and celebrities you have at the event, and any potential images they can get.

Does it have all relevant contact details?

 
It’s amazing how often media releases hit the newsroom without essential contact information, including dates, times and venues for events. Who can a journalist speak to for further information? Can they visit a website to learn more, or is there a preferred contact person for them to interview? Check and double check your information is provided and CORRECT.

Where are you distributing the release?

 
Different sectors of the media industry require different tones, and you should scope out the demographic they service before you write your release. One story may require a number of pitches to cater to social media, TV news, bloggers and interesting websites, or regional newspapers.
Don’t forget there are services like Media Connections that journalists and website content coordinators have access to when they seek new stories to suit their niche.

Be Ready

 
Devising and marketing a media release takes time and effort, so plan accordingly.
If you have a great story and tell it well, chances are you will get some great bites that ramp up your all-important media profile.
Be ready to take those calls and to make it easy for the journalists to contact you!
Want more Media Tips? Check out my e-courses and join my newsletter to have them delivered straight to your inbox.
 

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