We'd like to help you get the media attention you should be getting
Before the Press Release Sample
Hello and welcome to the single but very long page by Mulley Communications talking about media training, press release creation and giving details of media courses and PR courses that we sometimes do.
First things first. The media is your friend and media people like to help you get attention for your business or organisation. They are overworked and underpaid so keep that in mind when thinking of your PR. Make their sometimes crappy jobs a little bit better.
Press Release Tips
- 1) These are tips I shared on Twitter
- 2) Be aware of how media works in 2016. Journalists doing more stories for less money, less thanks and being stuck at desks
- 3) Inbox journalism is what it is for the majority of the media these days. Press releases via email, seen in email clients
- 4) Journalists do not have time for you to uhm and ah on the phone or via email and fail to get to the point quickly
- 5) Unless you have a preexisting GOOD relationship with a journalist you are not a priority item in their 10k strong email inbox
- 6) So what you need is to get your press release email opened and make it easy for the journalist to copy and paste it into a draft
- 7) A good press release therefore has a really good subject but more importantly, has an offer of content that interests journalists
- 8) Money, jobs, growth, data, a viable exclusive are all good offerings
- 9) Subject line: You live and die by the subject line though. 9 - 14 words is optimal to get attention https://www.marketingsherpa.com/article/chart/subject-line-length-success
- 10) Subject line: If it's a pitch I start with Pitch: if an intro then Intro: and then I treat the rest like a front page headline
- 11) Subject line: An example: "Pitch: Irish Company TechCorp announces record growth, doubling of workforce"
- 12) Body: I generally start with main points of the press release in bullet points:
Rapid Growth in 12 months
- 13) Body: Anchor/Establish the PR: April 12th, Irish Company TechCorp has today announced growth results and 15 new jobs
- 14) Body: Then go into more detail but treat every word like an exhalation of air you'll never get back. Short valuable paragraphs
- 15) Body: Quotes from employees not "the company" are important. Humans need to be in each media story, it creates affinity
- 16) Body: e.g. 'Speaking on the jobs TechCorp CEO Damien Mulley said "We're delighted to expand our amazing team" '
- 17) Body: I prefer a factual paragraph, paragraph with a quote, factual paragraph, then another paragraph with a quote. YMMV etc.
- 18) Body: Being prideful in the quotes is good, being arrogant is not. Don't be a tosser at least in the press release.
- 19) Body: Overall in the quotes and the paragraphs be succinct. I write my PR like they're self contained articles. Tell a story
- 20) Footer: Include contact details, email and phone. Include other facts/data or links to data. Always make it easy for a journalist
- 21) Spellcheck. Then spellcheck again. You are blind to any errors in the piece now so get a third party to look at it.
- 22) We didn't cover press lists yet. Do you have one? A good, clean one? Mine is great but has taken years to collate and clean.
- 23) news@ newsdesk@ finance@ business@ are the generics. If sending to specialists only send if correct topic.
- 24) Photos: While most mailboxes can take large attachments now, you may be best off linking to dropbox/web copies of photos
- 25) Photos: High quality, well lit photos have a much higher of getting used. Ones with fun/action especially cos most are so dull
- 26) Whitelist your mailshots. By that I mean don't use your work or GMail email as the mailservers will see you mass mailingl
- 27) There are various services out there for sending whitelisted emails. They're cheap but guarantee delivery. Mailchimp etc.
- 28) Everything.
- 29) Timing is. Don't send press releases on a Friday evening, Saturday or after 4pm on weekdays really. Know sectional deadlines.
- 30) A great press release can still not get coverage due to all kinds of reasons, an utterly crap press release will NEVER get used
Press Release Sample, a handy template
- The most important part of a press release is the subject line. Look at your own inbox. Look how little space you have. SFA. Nine to fourteen words is a good length.
- Have something to say. How is your release in any way unique? The journalist does not owe you a favour. Make the release shine.
- Make the press release like a story: start, middle, happy ending. Include contact details that can be used.
- Start with a 2-3 line exec summary of what the press release is about.
- Make the release data rich, full of facts, easy to copy and paste. These journalists have a lot of stories to file, you make it difficult, they'll look at another release.
- Include quotes. Two sets of quotes is good.
- Short is better than long.
Who are you?
Damien Mulley does mentoring for public and private bodies: from helping start-ups on their marketing and comms strategies, to market research on whether their products will work, to creating media plans on how to get quality media attention. We’re a company that likes to help businesses, groups and individuals get better at communicating, mainly using online resources like your own website, blogs, social networks like Facebook, Twitter and other online tools. AKA, we make you famous on the Internet.
This website is owned by Mulley Communications Cork Ltd. We also run the Cork Digital Marketing Awards. We've worked with many Cork companies large and small and sure aren't Cork companies the best in the world anyway?
Contact Mulley Comms:
Email is one of the better ways to get in touch. You can email me, Damien on helloDamien@Mulley.ie. Filling in this quick form will make things faster for both of us.
Or my mobile is 086 825 8586 (but I'm always in meetings or training sessions so it's rarely answered). "We" are Damien Mulley and a team of highly talented trainers and consultants.
If you want to know about new courses, events and whatnots, we have a mailing list that we don't update as much as we should: