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| Tips from the Top: Writing a Professional Press Release |
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The humble press release is a valuable marketing
tool for the micro business, but only if you plan it properly by David Callam.
Think of the journalist who receives it as an information wholesaler. Who are his or her retail customers? What do they want to read about?
One size does not fit all – you must tailor every press release to suit its audience. And that may mean telling the story in a slightly different way on each occasion.
So, a press release for a national newspaper or magazine might begin...
· EAST Enders’ heart-throb Albert Square is over the moon with the new fashion collection from Katia Cloth.
Whereas one for Katia’s local paper might start...
· ANYTOWN designer Katia Cloth is a fashion favourite of Albert Square, the East Enders’ heart-throb.
I’ve lost count of the number of press releases I’ve file in the waste-paper basket just because they weren’t relevant to my readers.
Send press releases by e-mail if possible – it allows a busy journalist to copy and paste sections of text – particularly quotes – rather than having to retype it.
Don’t ramble; a screenful of text (about 200 words) is enough. Less is even better. A list of bullet points is fine, as long as they answer questions like who, what, when, where, why and how.
The most important text in any press release is the contact detail. Make it as easy as possible for a journalist to get in touch – a daytime phone number is best, preferably a direct line.
A good journalist can turn a mediocre press release into an interesting story with a quick call, but he or she is always chasing a tight deadline so be ready to act quickly – particularly if you’re asked to pose for a picture or provide more information.
Remember, putting yourself out could result in some priceless free publicity.
Press release example:
David Callam is a freelance journalist – former business editor of a south London weekly newspaper group – with 25 years experience of writing and editing for award-winning publications.
If you want to talk to David about publicity options, without obligation, you can e-mail him at or call him on +44 (0)7906 388111.
David Callam
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