There is a trend in
media relations which needs to be reviewed. We see press releases that are
either vapid or unbelievable. Some are even crafted without clear messages or
call to actions.
A press release isn’t supposed to be an advertisement. A press
release is not an advertisement. Even where it is, you still want people to
believe what was written, not advertised. Consumers have perception about advertisement
as being sponsored for a purpose. Such shouldn’t be about press release.
Journalists and bloggers are gatekeepers to a diverse audience.
Like the security at a bar or club, they filter and curate who comes in based
on the brand and audience they want to cultivate. This is a major gate keeping
function of news writers. In this age of social media, media relations or brand
managers need to know what makes press release sell. You need to be abreast
with what editors look for in your press release. Ever wonder why your press
releases don’t result in your getting beyond the velvet rope?
Like those who over share the mundane on social media—the
constant updates on Facebook or incessant foodie pictures on Instagram.
Just like those annoyances, frequently
distributing press releases that lack merit or plausibility can alienate
journalists and cause them to hit the unfollow button or drop your release into
the trash can. In drafting your press release, you need to bear this thought in
mind: If you swapped out your brand’s name with that of a competitor’s, would
the journalists still use your release?
Your release should be about issues not tissues.
To make the most of your media relations efforts, consider these
tips before you start crafting that press release. Certainly, journalists you
are pitching will appreciate it.
NEWS
Not everything your organization is doing is a game-changing,
news and innovative.
If something isn’t shifting the paradigm for your industry,
don’t say that it is. Instead, explain why it’s important to your brand or
industry, and target only relevant media outlets and beat reporters. Don’t
overstate its importance, either, or you’ll risk alienating them—both now and
later, when you have something earth-shaking to share with them.
Sure the hastags and some social media jagons may get traffic to
your blog but write in plain English while sending a press release to
journalists.
ADVERT IS NOT NEWS
Conventional Journalists are more discerning; while social media
influencers are not most times. Social media influencers thrive on what
satisfies immediacy.
If you want your press release to be an advert, it is better
posted on your company’s blog. You may also post on your LinkedIn profile,
because it won’t get past any journalist’s sensitive.
To gain a journalist’s interest, it has to be genuine and
significant news. Your press release
should clearly answer some key elements of news.
CONCISE
This is yet another tip you need to consider as a brand manager
in drafting your press release. Conventional journalists have issue with space
hence; you need to be brief and direct in your release if you want it used.
More especially, readers’ attention span is very poor. Learn to use inverted pyramid style of news
writing.
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