Hello! Welcome to PR Tips Sheet.
We’re a team of marketing and communication practitioners with over a decade of experience under our belts. We have seen through many cases, crises and learned things the hard way. This blog allows us to share our knowledge with you. We are usually hired on a project basis, so our team of consultants are hired based on the case and on Clients’ requirements. This enables us to offer Clients the BEST consultants suited to handle each unique project. Individuals, business owners, multinational organisations and advertising agencies have used our media relations services to assist them in getting the right message to the media. You can too. Just email us to arrange a personal consultation: firstname.lastname@example.org. Meanwhile, here are some tips to launch your communication plan:
10 PR Tips
By Jasmine Low
Managing Director, GoInternationalGroup.com
- Why call it media release as opposed to press release? It’s not just the printed press these days; as there are a wide variety of media around us – websites, blogs, portals, email newsletters, RSS feeds, video releases. So, it would be apt to name it a ‘Media Release’.
- Is your release newsworthy? What is the story? What happened? How is it relevant to the public? Be sure that your media release is newsworthy, and does not read like a marketing brochure. We all know where irrelevant emails go – straight to the trash! Worse still, your email is blocked or marked as ‘spam’.
- Relevance is relevant. Deeply consider the relevance of the release and to whom you’re sending it to. Don’t just hit send to ALL when it’s a new product release. Send it to the right person and the right publication / website. Respect the journalist and don’t clutter their inbox with irrelevant mail. It’ll only end up as ‘junk’.
- A catchy headline always works! Picture the headline in your mind and visualise the published article in a newspaper, journal or website. How do you see it? Does the headline catch your eye? You have 2 seconds to grab the attention of
- Even more relevant, is your ‘subject header’. This is your one chance to capture the interest of the reader – journalist or Editor. Think about the recipient and make your correspondence easy for them to filter.
- Follow up with a call? Or not. This is subjective and it depends on why you’re calling the journalist. Don’t waste the journalist’s time if you’re just calling to see if they received your press release. If you do call, it should be to share some insights into the release, to offer an exclusive interview or to pitch an angle.
- Photos tell a thousand words. But not if it’s a thousand megabytes please! Attachments are almost always a no-no, unless of course the journalist has specifically requested for it. No, not even a zipped file that needs to be downloaded. Don’t assume that the recipient has a mailbox that can receive gigabytes of information! Don’t be presumptuous. Offer an external link to a photo library with captions, or write a Note to the Editor: ‘High resolution photos, videos or mp3s can be emailed to you upon request’.
- Know your subject inside out. Let’s say you’ve been assigned to pitch an article about a product release; or arrange an interview with the founder of the company. Be sure you’ve read the media release and have the facts at your fingertips. It could be embarrassing not just for you, but also for your Client if you can’t remember essential facts about the product, the company or its founder. When you know your subject well, you will be able to pitch it convincingly… to the right person of course!
- Where should I place my contact details in the release? Some PR consultants place this at the very top (usually U.S. based companies), whilst some PR consultants prefer to place their contacts at the bottom. It’s just a matter of formatting. Include your name, designation, telephone number, fax number, e-mail address, company and product. If you’re representing a Client, be sure to add a note that ‘This media release has been issued on behalf of Company XYZ by ABC PR Company’.
- Spellchecker cannot save your life. Don’t just rely on the spellchecker. It’s always best to email the media release to another fresh pair of eyes to read through. To err is only human, so that’s good enough reason to check and double cross check before hitting send.
Good luck and happy crafting!