Batman's Playbook for sending out a Press Release

In today's digital age, businesses constantly strive to stand out amidst the chaos. While new communication technologies have emerged, press releases remain crucial for conveying important company updates to key stakeholders, including journalists, bloggers, influencers, and their audiences. To help you navigate the power of media, we've created a step-by-step guide for crafting a well-organized and effective press release.

 

1. Capture them by the headline:

Summarize your primary issue in 10-20 words. Be tactical in selecting your headline by doing keyword research. There is an abundance of tools out there that can assist you in winning the SEO game.

 

2. Maintain an integrated layout:

  •  include a dateline that clearly states the date and location of the report.

  • Using bullet points at the start of your press release effectively summarizes essential findings.

  •  Think of the first paragraph as a 30-second elevator pitch, where you have a limited word count and attention span of conveying your message effectively. To save valuable time for journalists, answer the five famous W's: who, what, where, when, and why.

  • The following paragraphs provide additional details and context. We recommend keeping your press release within the 400-500 words range.

  •  Use "###" to indicate the end of your press release and that there is no more copy to follow.

 

3. When writing a report, maintain a clean style by showing rather than telling. Keep the information factual and brief. For additional tips on writing techniques, refer to the AP Style Guide.

  • It's common to feel enthusiastic about breaking news within your company. However, before you start writing, ask yourself if the information is relevant to those outside your organization and if it's newsworthy. To increase the chances of your news being picked up by the right people, provide a captivating and unique angle in your press release.

 

4. Include a boilerplate with a summary and background information on what your organization does. Consider linking to your company's About page for more details.

 

5. Incorporate a media kit in your press release to provide journalists with high-quality images, videos, data visualizations, and technical specifications. By doing so, you can control journalists' ideas in their coverage. A good media kit should be easy to access and download.


6. Include quotes from spokespeople in your press release, as journalists often use them to enhance their stories. By providing these quotes in advance, PR teams can save journalists valuable time, and they will appreciate it. This creates a win-win situation for both parties.

 

7. Including links to other news coverage in your press release can boost your credibility with journalists. They often rely on additional coverage for quotes and facts to enhance their stories. This can also save journalists time and effort, making it an advantage when sending press releases.

 

8. include your contact details in the press release, including your name, role, phone number, email, and social media links. This will allow journalists to contact you for further inquiries or clarifications.

 

9. Maximize the exposure you receive by providing journalists with links that direct users back to your website. Promote them by offering essential information, such as data references, manifestos, and an online report version, which can enrich their story. The more valuable this information is for their coverage, the higher the probability of getting a backlink. This is advantageous for SEO and enriching your website's visibility.

 

10. Before sending out your press release, organize your media contacts and then send it to them.

 

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