Effective PR

PR is a great way to generate publicity and can save you a small fortune on advertising that may not work. Effective PR can reach a large number of people and it’s free.Press releases are a very useful PR tool and a key element of successful media relations.

• Journalists can receive up to 400 press releases a day, so it’s no wonder the majority end up in the bin! There is a skill to writing a press release and getting it published. Here are some pointers to increase your chances of having your story featured in your chosen publication.
  
  
• Step into the shoes of the journalist and meet their needs. Journalists are constantly under pressure to look for newsworthy stories that are of interest to their readers. Meet the needs of the journalist by meeting the needs of the reader. If you are targeting a local newspaper you need to think of a story that will be of interest to their readers and write the release in the style of the paper.
  
  
• Journalists and editors are not particularly interested in your business, your background or the products or services. You will need to come up with a story that is of interest or ‘has an angle’. As with all marketing, it’s a matter of being creative and thinking outside the box.
  
  
• Put some thought into the headline. It needs to be bold and interesting and above all, needs to stand out above any other press release. Be creative and think laterally when coming up with your headline. Keep it short and punchy.
  
  
• The most important part of a press release is the opening paragraph. It’s basically your story in a nutshell. It should cover the who, what, where, when, why and how of your message.
  
  
• Your press release should not read like a brochure or be overloaded with information. Remember, editors cut from the bottom up so put the key points up-front and the more general information further down.
  
  
• Add a quote to make your story stronger
  
  
• Sentences should be short and snappy and the whole release should be no longer than one A4 page.
  
  
• Make sure you send your release to the right person. Build good relationships with the journalists you speak to. Having good contacts in the media is key to a successful PR strategy. When you have a press release published, contact the journalist involved to thank them. Journalists have the power to decide what your customers read or hear about you – if anything at all.