Press Releases

Understanding the context:

When sending out a press release there is something that every copywriter should keep top of mind: will journalists think this is worth writing about and will audiences want to read about it?

The PR process is a difficult one at best. Companies pay agencies to either create and/or distribute press releases, but the media does not pay to receive press releases nor are they obligated to use them.

This creates a problem because businesses hiring a PR company are basically doing so on the premise that the PR company can persuade the media to at least look at these  releases, with the ultimate goal being that they’ll receive coverage.

So how do you know whether the PR company will succeed in their quest?

Strength of content:

Having worked as journalists for a number of years, we understand the dynamics of a changing media industry. Traditional media’s revenue has declined from the heydays of the past and as a result journalists aren’t well paid and they are overworked. Plus they get bombarded every day by PR companies trying to persuade them to use their press releases.

So how does Intrinsic Media engage the media? The first step must be strength of content. Press releases need to be well written and newsworthy.

Intrinsic Media also does its best to generate content that is in line with the media’s style and content guidelines. The closer a press release is to the kind of content the media publishes, the easier it is for journalists to use that content.

Diversity of content:

The content going out to media needs to be as diverse as possible. The media is generally averse to client-wins, product information and even product launches. Opinion, trends and thought leadership content is far more likely to be successful.

The media looks for angle, relevance and most importantly for something they think people will want to read.

Companies who are prepared to talk about trends, establish their CEOs/MDs as thought leaders in the industry, use independent sources in their press releases and are prepared to divulge interesting information about their businesses are always going to get more coverage.

Building Relationship:

From there it’s about building relationships between the media and the company and creating a sustained flow of newsworthy content to journalists.

Press Releases fail to generate media articles for a plethora of reasons – the journalist is on a deadline, they missed the email, the editor didn’t like it etc.

They key lies in drip feeding good content into the media on a regular basis. Engaging in PR should ideally be done for at least six months to a year to begin to see positive results.

Comments are closed.