Crafting the perfect story.

It could be a product launch, new service offering, a company update that affects your industry, or the opportunity to raise awareness about a certain product or topic. Whatever the story may be, it’s the role of a press release to communicate this as clearly as possible. With a data-led approach to storytelling, we can make worldwide connections built entirely around what your customer needs. We’ll delve deep into customer behaviours, looking at what they read and where they read it, in order to guarantee we are getting across the right message at the right time.

We’ve built strong and long-standing relationships with the media, which means we have plenty of opportunities to catapult your PR campaign into success. With a database rich in media contacts, we can strategically time your press releases to make sure they gain you the highest levels of traction. Whether you are looking for local, national, or international coverage, work with our PR specialists to tell your story the right way.

Although you’ll be targeting journalists and publications that should be interested in your story, the press release should be easily understood by just about anyone who comes across it.

There can also be times when a press release needs to run damage control. Crisis management is a different approach to a press release that is more of a response.

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Is your press release newsworthy?

When it comes to writing a successful press release, there are some core fundamentals involved.

This isn’t a rewrite of your ‘About Us’ page and a chance to plug a sales message – journalists will see straight through these commercial messages and hit delete.

Having a clear news angle should be the primary focus and remain throughout. It’s an official statement that you are willing to put out there. Ask yourself if the story has a genuine interest to the public. If so, then it’s the role of PR to work with journalists to publish it.

How to write a press release.

For the most part, a press release can and should be well planned, days or even weeks in advance of sending it out. Generally, press releases should not exceed two pages in length, be in a word document, have clear paragraphs and be in order of events. This might sound a little like writing a short story but all jokes aside, some of those basic and sequential writing skills very much apply.

It’s easy to go off on a tangent and try to squeeze in every last message onto those two pages but if that’s happening – the press release will instantly lose shape.

Avoid too much jargon, industry terminology or over complicated language that makes your press release clunky. Relevant phrases can be added as well as statistics and references but these should be strategically placed.

If you can answer all of the following in one press release focusing on a single story, then you’re onto something!

Who?

Who are the key players – your company, anyone else involved with the product? Who does your news affect/who does it benefit?

What?

What is new? Is this new for your company or has a competitor got something similar, what is your point of difference?

Why?

Why is this news important – what does it tell people that they need to know?

Where?

Where is this happening? Is it an event, it is online or in a physical setting?

When?

What is the timing of this? Does this add significance? If it’s in the future, when should this press release go out?

How?

How did this ‘news’ come about?

How shall I send my press release?

Hopefully after some positive communication, a journalist is ready to receive your press release. Or you might be sending it as the first form of a ‘hello’. Either way, it’s best to send the press release as an attachment or in the body of the email itself, and avoid sending any large files. Every press release should really include a photo but send low-resolution versions and offer a link or option to download hi-res ones. Any large files are likely to instantly be rejected by their inbox as journalists receive hundreds of emails a day.

Before you hit send.

Every sentence should be factually correct and approved by all parties involved because once it’s out there (and it will be!) then it will stick. Asking a journalist to remove certain phrases or to request to see the article before it’s published is an absolute no go. Focus on that compelling story for your press release, pitch it at the right time then sit back and read the headlines.

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So, you have questions?

What can PR do for a small business?

For a small business, PR can help to raise brand awareness and get your name under the nose of the right journalists. Gaining press coverage (whether regional, industry-specific or national) is a great way to gain visibility and push your USPs.

When and where is PR most effective?

PR is effective for businesses of all sizes across any industry. The reputation of your business is critical to its success so managing how people view your brand is integral at all stages - from when you launch to when you announce your first milestones.

Can you get coverage in local and trade publications?

Absolutely! We can build bespoke media lists based on the kind of publications you would like to see your business featured in and target specific journalists.

Do I need a press release for every new product?

Press releases are a great way to announce a new product but they need to be newsworthy and have a hook.

Do you only do content based PR?

No - our PR team can also help with events and stunts too.

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