Every day, editors of magazines, newspapers, online publications and mass media have their inboxes flooded with media releases from varying companies, PR teams, and individuals. They all want to score a spot in the publication or have their business mentioned, or they all seem to be pitching the next big product. So, what makes an editor sit up and take notice? The thing is, not all press releases are created equal and being able to write a media release that stands out is definitely an art.
Pro tips for writing an effective media release
We’ve put together some tips on how to write a press release that will stand out from the crowd, and increase your chances of actually getting published. Let’s take a closer look at what grabs the attention of an editor, and more importantly what they will ignore.
1. The Power of a Freebie: Make It Tangible
Okay, let’s face it. Everyone loves to get free stuff. In the past, brands knew the value of actually putting something physical into the hands of the editors or writers of publications. This was usually a product sample, a free trial, or an exclusive sneak peek. Companies understood that in order to write about a product, they needed to experience it first-hand.
Today, the concept of freebies is increasingly rare, which makes them even more powerful. If your media release comes with a tangible item, something that they can actually touch, taste, or experience, then you’re instantly moving to the top of the list. In simpler terms, editors are more than likely to print a release about something that they have personally been able to test. It doesn’t have to be a freebie for the editor of the publisher either – think about offering a discount code, a free trial at your gym, or an exclusive bonus gift for their audience. This provides something of value for them to be able to pass on.
Pro Tip: Whenever you choose to offer a freebie, make sure to mention it at the beginning of your media release. You want to lead with that value because it immediately sets you apart from the hundreds if not thousands of other digital-only pitches that are filling the editor’s inbox.
2. Back It Up with Hard Facts: Give Me Something to Work With
A quality media release should also include solid, actionable data. Editors of publications around the world love to include well-researched stories in their publications. When you’re able to provide eye-catching statistics, and verified facts, you are making the editor’s job a lot easier. This means that they are more likely to accept your media release over your competitors.
Let’s say that you are promoting your gym. Rather than simply saying just how great your facility is, provide results of a recent study, or include customer success rates. If you could lead with a statement like, “80% of participants saw a 15% increase in stamina after only 8 weeks,” then editors are more willing to take you seriously about how great your facility is.
Pro Tip: It’s important to make sure that the facts and figures that you provide are specific, credible, and add weight to your claims. It’s even more crucial when this relates to health related claims and many publications will be hesitant about sharing your information unless it is backed with reliable sources. You will get bonus points if the stats that you provide are timely and tied to a recent trend in the industry.
3. Get to the Point: Time Is Precious
Unlike this article, it’s important to remember that brevity is important. While we are trying to provide a deeper explanation of what you should include in an effective media release, editors want something that is short and simple. On an average day, an editor may have to sift through dozens if not hundreds of media releases. So, if you want to capture their attention faster, provide them with something that is short and simple.
Sure, it’s tempting to add extra details and background information, but you should resist the urge. In fact, the best media releases get straight to the point. Tell the listeners what is new, why it matters, and why the readers of the publication should care. Focus on a single strong hook and then build everything up around it. If they want more information, they can reach out and follow up.
Pro Tip: Think of your media release as an elevator pitch. You have only got a few short sentences in order to hook the reader. The faster that you can get to the heart of the story, the more likely it is that an editor will select it for their publication.
4. Nail the Headline: First Impressions Matter
Now for the honest portion. Editors just don’t have the time to read every single word of every single release. Instead, they scan the headlines and subheadings. If the headline grabs their attention, they are more likely to click through and read the rest. If it doesn’t, they might skip over it.
A strong headline needs to be catchy, but not clickbait. It needs to tell the reader in a few words why the story is relevant. It needs to explain why it’s interesting, or timely. More importantly, it needs to be clever or thought-provoking. For example, instead of saying “Local Gym Expands Services,” why not try something like, “This Gym’s New Program Could Completely Revolutionise Your Workout Routine.”
Pro Tip: If you provide a really good headline, it might even be used when the story is published. This means that you may get even more exposure. But, if your headline is weak or too complicated, the editor will most likely move on to the next release in their inbox.
5. Consider the Human Angle: Make It Relatable
One of the biggest mistakes that editors see in media releases all the time is that they are too impersonal. Remember, your release should be about the people, so you need to make sure to include a human element in your writing. This will help you better connect with your audience, as well as the editor.
It’s important to think beyond the equipment and services that your gym offers. Instead, share the stories of real people whose lives have been transformed by what you offer them. Perhaps there is a long-time member who has overcome significant challenges. Or, maybe you have a group of gym members who are currently training to run a marathon together. Those are the types of stories that should be included in a media release, as they simply make people feel good.
Pro Tip: Try to include quotes from real people. Regardless of whether it’s a satisfied customer, an expert in the field, or anyone giving their personal testimony. This will help your media release feel more authentic and relatable. At the end of the day, people want to read about other people, not another business.
6. Timing is Everything: Don’t Send Your Release into the Void
When it comes to sending out your media release, timing is everything. All too often, people send out their media releases at the wrong time. If you are aiming for coverage in a specific publication or for a particular upcoming event, pay attention to editorial calendars, industry-specific deadlines, and of course, seasonal trends. For example, if you’re planning on promoting a back-to-school program, send out your media release roughly one month before the start of the new school year.
After all, timing matters in news cycles. If your media release ties into a trending topic, you need to leverage that momentum to give your story a boost. It’s important to always make sure that you are relevant to the current conversation. The more relevant your media release is, the more likely it will be to get noticed.
Pro Tip: Avoid sending any media releases on Friday, or during the weekends. Editors are likely to be off-line, and won’t even look at their email until Monday. When they get back to work on Monday, their inbox will be full of media releases. Instead, try sending your media release early in the morning on a Wednesday to ensure that it lands at the top of the editor’s inbox.
7. Personalise Where You Can: Ditch the Generic Approach
Above all, make sure that you personalise your media release as much as possible. Nothing is worse for an editor than to receive a media release that looks like it’s been copied and pasted. In fact, editors can tell if you’re just sending out email blasts to hundreds of other editors. It doesn’t make them feel good. So, take the time to personalise your release even if it’s just a little bit. This can make a huge difference.
Remember, your pitch needs to be tailored to the right person, and must contain relevant content that provides a clear understanding of the focus. If you meet these 3 basic criteria, then you are already ahead of 90% of the other releases.
Pro Tip: A little bit extra goes a long way in showing that you are serious about building a professional relationship. Rather than shooting off a blanket pitch to every single editor and hoping for the best, try building a professional relationship with them instead. Take a moment to know the name of who you’re pitching for starters!
8. Attach High-Quality Visuals: A Picture Is Worth a Thousand Words
A picture is worth a thousand words. In today’s media landscape, visuals are everything. And, a strong image can speak louder than even the most well-written media release. When you are launching a new product or service, take the time to hire a photographer, and include high-resolution photos that the editors can use alongside the story. Better yet, if you are promoting an upcoming event, include amazing action shots that provide a behind-the-scenes look at the event.
Just make sure that your images are professional and relevant. They should not be grainy or pixelated. And, they definitely should not be taken in poorly lit areas. Always make sure to double-check that the images are properly labeled with captions and credits so that the editor doesn’t have to guess what they are looking at.
Pro Tip: Everyone uses stock photos, and they are a dime a dozen. If you don’t have your own DSLR camera, try renting one or hire a local photographer to take custom photos specifically tailored to go along with your media release. This will help increase the chances of your media release getting published.
9. Follow Up, But Don’t Be a Pest
There’s nothing wrong with following up on a media release. But, it’s important to remember that editors receive hundreds if not thousands of media releases every single week. So, if you haven’t heard back from them after a reasonable amount of time, you can send them a quick, polite email to remind them. Sometimes, this can make all the difference in the world.
However, it’s important to remember to be mindful and not overdo it. Bombarding an editor with a constant array of follow-up emails can backfire quickly. Not only will it prevent your current media release from being printed, but it may even cause future releases to be ignored.
Pro Tip: Make sure to give the editor plenty of time to review your release and check back in with you for a brief follow-up. If they are truly interested in running your media release, then they will let you know. If not, don’t take it personally. Sometimes media releases simply aren’t good enough to fit in at the moment. But, that doesn’t mean you won’t have better luck next time.
A Winning Media Release Takes Strategy
In the end, a successful media release isn’t just about sending information, it’s about telling a story that resonates with the readers. If you want your media release to grab attention, then you need to provide a sharp and concise pitch that quickly gets to the heart of the matter. Make sure to offer something tangible and provide valuable insights with real facts and statistics. Above all, be sure to add a human quality to it so that it is relatable, timely, and polished. Remember, the more that you can do to make your media release stand out and make the editor’s job easier, the better your chances of landing a spot in the publication.
This article was provided by the team at Top Gong Digital Marketing, specialists in search engine optimisation and local lead generation.
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