Savvy B2B Marketing

As a journalist I am often sent press releases with the intent that I consider writing a news story about them. Some press releases are great. Thought has gone into the writing, they are organized and clear. Writing a story from them is a joy. I gladly take those releases and quickly develop a story.

Other press releases are not as well written. They plod, they ramble, they go on and on about nothing. Those are the press releases that more often than not, I return to the editor and say “Thanks but no thanks, I’ve got too much other work to do”

Want to have your press release noticed and given a chance to be included as news? If so then make sure it answers the following questions:

1. What do you have to offer? – Amazingly I get tons of press releases about, well, essentially nothing. Please, please tell me what it is you have that is newsworthy. Don’t make me guess, tell me up front.
2. What is it that you have that the media might want? – If you have a visual story, then either include a photo or tell me how to get a photo. Got a graph that shows me how great your product is? Send it along.
3. What is the news hook? – That fact that your company made a profit is not news, but the fact that your company made a profit and then used some money from that profit to help a struggling family – now that’s a story I can work with. If I’m writing for a local paper then I probably want to see a local hook. A national publication needs a different hook, think about where you are sending the release.
4. What’s the angle? Where’s the fun? – Don’t be afraid to include a twist in your press release, have a little fun. As a writer, I don’t want to pump out boring news stories, I want my readers engaged. Give me some good material and plenty of details from which I can craft a winning story.
5. What is your call to action? – Tell me what you want your readers to do after reading your article, is it to go to your website or stop in for a free cup of coffee? The worst thing you can do is give the power of a call to action to the writer because, believe it not, without clear instruction; we just might get it wrong.
6. Who do I contact for questions on the release?  - Please don’t make me be on hold forever as they find who wrote the press release to help me with a question. I just might hang up the phone and move on. Include a name, phone number, website, and any contact information you have.

The bottom line is this. I’m just as busy as you are. If you make my life easier as a writer, chances are, I will make your life easier by picking up and writing about your press release.