News : Valerie Moore
Using the Power of the Media
Investing an hour or two of your time each month can give you “free advertising”.
Our local and indeed national press need to be informed of what is happening in your business – if you don’t tell them, then they will not know. If they do not know, then they cannot publish and tell the world about you.
Regular media releases, say monthly, sent to the relevant media (that is don’t send your cooking tips to a specialist car magazine !) will build a relationship with the editor and, when published, create interest amongst the readers.
Last month I looked at the “AIDA” principal – this still relevant to media releases.
A - Attention
An interesting headline to engage the editor
I - Interest
The story must be newsworthy
D - Desire
That the story is of interest to the editor’s readership so s/he has desire to publish it
A - Action
It is published and the readers want to know more about you (new customers and a possible sale); interests and reassures current customers (who may well buy from you again).
The story must be newsworthy. If it looks like an advert, then expect a call from the advertising department ! Stories of interest may be
- a new large order
- winning an award
- company expansion
- people stories – promotions, charity involvement, exceptional customer service. Perhaps you have a “famous person” involved with your business
- launch of a new product or service that is new or innovative.
- something funny or amusing
“Rules” for writing the media release
- Keep it short – one page of A4 for the actual media release
- Write in the 3rd person. That is as if someone else is writing it about you or your company. Avoid “I” or “We” or “Us” - except within the quote.
- Avoid jargon
- Ensure that your facts are correct, as is your grammar and spelling.
- “One size doesn’t fit all”. Adjust it to appeal to the various media.
The actual writing of the media release
- Headline, short, punchy, interesting – maybe intriguing (but don’t get too clever!)
- The first paragraph should be short, but contain the “who what why when how and where” and is a synopsis of the story.
- The next section, just 2 or 3 short paragraphs should give the story in more detail
- Include a quote from yourself, or someone relevant
- Put in contact details (ie website, phone number). This may be omitted by the editor, but if you don’t put them in ….. !
- At the end write “End”. This tells the editor that all other information is for his/her information.
Include
- photographs with logos if possible
- contact telephone numbers and email address
- where additional information can be found (ie website) or maybe enclose a leaflet.
- maybe a short statement about your business – what it does.
- f sending by post, offer it by email – or say you will send it by email at a certain time within a day or so.
Follow up
Don’t be afraid to call the editor to ask if it has ar