Download - Make your press release happen with JournoLink

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A press release is like content for journalists

• Timeliness : All journalists have a need for material to a deadline• News: All journalists want news – news is material that is

relevant but unexpected• Not a sales pitch: All journalists hate sales pitches• Information: Journalists need all the relevant information or

answers to the 6 W’s - Who /What/Where/When/Where/Why• Format: All journalists require good spelling, good grammar, a

good story, quotes, and a gripping headline.• Realism: No journalist expects you to be Shakespeare, Hugo or

Dostoevsky


Journalists on what they like…

• Diverse: One size does not fit all journalists, so you have to research your target media and journalists

• Relationships: They are human and appreciate building relationships appropriately with those who provide good news.

• Don’t Sell, Tell! : All journalists like a story that paints pictures for them to reproduce or embellish. A sales pitch is binned and you will be remembered for it!

• Don’t scatter gun, have a strategy for building your stories.• Persist: You want always reach them, but keep trying.


Planning and scheduling your press releases

• Select your target media and key journalists• Stay up-to-date with their output via Twitter• Apply social listening: To your industry, influencers, competitors.• News Hooks : These are provided by social listening• Spend 10-15 mins a day reviewing your key media• Spend 30 mins a week with colleagues, developing news angles and

news strategy • If the above happens, your Press Release will take minutes to write.


Developing compelling news angles

• News Angles• Always ask : “So What?”• Confirm, refute, expand on the current news agenda• INSIGHT: above all your news angle should provide

insight whether humorously or otherwise.• Teaser

• Answer the 6 W’s in one or two sentences• It determines whether the release will be read


Headline and body copy

• Body Copy• As short as you need to tell the story without waffle• 3-4 paragraphs• Short punchy sentences.• Expand on the 6 W’s• Add Quotes • Add pictures• Add Links in notes to the editor

• Headline• Write it last• Attention getting, to compel the reader to continue.• Spend time on making it arresting.


Writing your press release on JournoLink 1


Writing your press release on JournoLink 2


JournoLink tools for businesses

• A subscription to JournoLink gives you the opportunity to:• Send out unlimited press releases on your company activity and news

each month• Request professionally written press releases for just £50 • View and follow-up on individual press release statistics indicating which

publications have read and are interested in your release • Receive a variety of journalist’s editorial requests directly into your inbox

providing further opportunity to secure coverage• Access to a tailored-by-sector Events and Awards Calendar to ensure

content distribution is timed around popular events in your industry


What JournoLink offers - Profile

Download - Make your press release happen with JournoLink

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