AH who lowered her prices. KPN that is being sold. The new iPhone. You can read news from large companies directly in the newspaper, magazines and online. But it is very difficult for small and medium-sized businesses to get in the news ... or not?
Press releases from large companies are taken over quickly because they are often big news that can affect many people. Small companies often also have interesting news to report, but they do not know that themselves: business blindness. The quality of the press release also plays a major role, and the awareness of the sender.
Regular and relevant
With limited effort you can still regularly send a press release to a growing list of interesting media. There is growing pressure on editors, and journalists like to use relevant press releases from sources they can trust.
16 PR tips
Here are 16 tips to get you in the news faster with your press release:
- Realize that journalists receive dozens of press releases a day. Make it easy to read your press release: put in the subject “press release: subject”And paste the press release directly in the mail. That saves the journalist from opening the attachment again.
- Write the press release like that objectively possible, so with as few adjectives as possible. "Beautiful", "beautiful", "unprecedented" ... these are commercial words that make journalists quickly press the delete button.
- Spelling mistakes you must always prevent. Use F7 and have at least 2 others check the press release. You will not see your blind spots.
- Keep it like this short possible. Because space is limited.
- Use no professional jargon. Unless the press release is actually sent to the trade press. But then assume that most people do not know what ICM, PAB or ICC means. Quote from surveys and use numbers. That gives the press release more news value and objectivity.
- Always send one photo along. A picture with the chat. Offers the photo in high resolution in the 'Note for editors'.
- Use a Note for editors. It describes how a journalist can request more information quickly and easily. Be complete in giving your contact information.
- You can easily tell what you want to tell through a person. That can also be yourself. Use “quotes, And tell as that person would tell. That comes across as authentic.
- Only call after if you have anything else to say besides the press release. Never call if they have received the press release.
- Build one press database only relevant people. Process all bounces. Check this from time to time. Google your competitors and see through which media they get in the news. Even better: set a Google alert for this.
- Journalists are people too. Always be friendly. Never require your press release to be posted. And end, for example, with "If you post this press release, I thank you in advance."
- Give the press release a catchy title or head: that covers the cargo and makes it curious.
- Enter place and date in the introduction, followed by the 5 Ws and the H: Who, What, When, Where, Why and How.
- Make the press release rollable: start with the most important at the top and then expand with information. This way a journalist can easily shorten the press release.
- Use cups: that makes the press release easier to read. This is especially important online.
- Be available. A major annoyance among journalists: getting an interesting press release, calling afterwards, and then getting a voicemail from someone on vacation.