Public relations ideas developed by consulttheguru.com give you the 'hook' you need to generate media coverage (or increased media coverage) about your product or service. Just as important is the press release you use to 'sell in' the story to the media. Follow these guidelines and you shouldn’t go far wrong.
Too many people write press releases that read like an advertisement for their product. Don’t do it. Think first what the journalist wants: a good story. Avoid overly floral language and hyperbole. Avoid clichés.
The road to successful PR is littered with the corpses of stories that generated yards of media coverage, none of which mentioned the product. So whilst your first consideration is always the story itself, make sure your product or message is integral to it.
Your press release may be one of hundreds in the journalist’s in-tray. Make it stand out with an attention-grabbing headline. Consult the guru for other ways to get your press release noticed.
A mistake in the first paragraph is the kiss of death for even the most exciting story. So, after you've written your press release, print it out, proof read it, make changes, print it out again, proof read it again. Do not make mistakes. Ever.
Journalists are busy. Get to the point and keep your press release to one side of A4. They’ll be much more likely to read it. And somewhere, a tree will thank you for it.
Pictures, especially of children, animals and beautiful people all help ‘sell’ a story. So, if you can, make sure your picture includes at least one of these, if not all three.
They too add depth and flavour to your story.
Journalists are an inquisitive and sceptical bunch. A small amount of embellishing in the name of a good story is one thing. Overdo it, and things can backfire. Tell the truth.
You’d be surprised how many people forget to include their contact details. Yet more put their contact details, and are then unavailable when the press release hits the news desk. Be there.
If you use some ghastly unreadable font, the journalist will probably just skip to the next press release. If in doubt, use Arial font throughout. 12 pt bold for your heading. 11 pt regular for the body text, with line-and-a-half spacing, fully justified. 11 pt regular for your Notes To Editors (supplementary information that isn’t directly relevant to the main story, such as: picture and interviewee availability, or background information). 12 pt bold for your contact details.