Reporters look for stories that are timely, affect a large number of people, have an emotional element, or relate to other news stories. You could also tap into what people are talking about, either in person or on social media. If your business has a connection to a bigger story, you may improve your chances of getting covered.
How to Write a Press Release? [The Guide + Expert Comments]
There are specific guidelines for writing a press release—covering everything from news angles to press release structure. All of them you will find in our complete guide on how to write press releases that get attention (and results!), along with expert comments.
Remember that the angle (a perspective that story will take, in other words) which will interest the readers of a specialist magazine will be very different from the local newspaper. In fact, you should write different versions of your release for the different audiences you are targeting.
Keep in mind that you’re not only targeting potential readers, but also journalists. If you don’t do your research and target the wrong journalists, writing good press releases won’t get you anywhere.
With PR tools like Prowly, you can not only access a Media Database with over a million contacts but also use smart recommendations based on the contents of your press releases. This way, you’ll always pitch relevant journalists that are likely to be interested in your story.
Step #2: Develop Your Hook
Step #3: Write Your Press Release Headline
Note that the headline doesn’t start off with their company and how great they are. That’s going to turn off most journalists. Instead, the headline kicks things off with something about cryptocurrency, which is actually interesting.
Tips for press release distribution
First, you can make a list of the media outlets whose readers and viewers would be most interested in your news and send your release directly to them via email. You can find their email addresses with a quick internet search: [reporter name] + [news outlet] + email address.
These companies send your release to journalists based on their specific interests and also publish it on their website. Each service offers a variety of options, and costs can vary greatly, ranging from $69 to a few thousand dollars.
If your news is time sensitive, such as an event or announcement, send it to reporters a few days beforehand so they have time to craft their story. If you want news outlets to hold off on publishing, release it under embargo, which is a request that reporters not publish information until a specific date. If you really need something kept secret, make sure to only offer embargoed news to outlets you trust.
Generate buzz with a press release
While a press release doesn’t guarantee free press release coverage, it can be an effective marketing tool. By sending out releases with a regular cadence, you start to build up brand recognition with members of the media, influencers, and bloggers.
You never know when an outlet might be looking for a source in your industry, remember your company, and reach out for an interview. By sharing newsworthy information, you become a thought leader in your field.
Successful publicity depends on sustained effort. If you do get coverage, keep the buzz going by sharing those stories on social media. Mention previous coverage in the boilerplate of your next press release. Press often follows press, and once you get your first mention, you might find it easier to get a second, third, and so on.
Ready to create your first business? Start your free 14-day trial of Shopify—no credit card required.