Much has been written about the ways to write a “killer” press release. You can get advice about form, formats, the title, the heading, the various technical specs – such as city of announcement, date and time – and even the best way to signoff. Don’t spend all your time focusing on the creation of your press release. Make sure that you have all the elements in place to ensure that your PR campaign is successful and extends beyond the simple creation of a press release itself.
Consider the four “Ps” when it comes to establishing the groundwork for a successful PR campaign. Make sure that you are prepared for the follow-up. Line up all these elements in advance — photography, pitch, profile and pack.
Make sure that you have a great selection of photography available. This will include projects, screenshots, shots of the spokesperson, and anything else that is relevant. Try and have a good selection of photographs available, rather than using the same one, which might be reproduced many times in the media. Make sure that you have high-quality content. Many journalists use digital images, so make sure that these are provided with a resolution of at least 300 dots per inch (300 dpi).
Don’t be surprised if the phone rings and a member of the media is on the other end. At this time you will need to make sure that your pitch is prepared. Journalists often call and will be looking for a quote and some additional news, so you need to make sure that you have something prepared as there is nothing worse than fumbling through a phone call.
Make sure that your corporate profile is up-to-date, that you have your company background together and don’t assume that any journalist will know all about your company. They have to deal with a great deal of information each day and can be forgiven for getting some information wrong, especially if you do not provide an accurate and comprehensive profile.
A press pack should be prepared to give journalists additional background information to help them prepare a story or an interview. You should opt to prepare a traditional printed pack as well as an online version. Include the same information — background, biographies, images, database structure and data sheets, a company brochure. Keep this pack up to date at all times, so the journalist can easily find what he or she is looking for, when preparing a story.
Make sure that you pay attention to the four “Ps”, and be prepared for a successful PR campaign.
Share with us your tips on how to deliver a great PR campaign!
Matthew Toren
I think the release should be appealing too. Means, now a days there are lot of things which are uncommon. And staying common has become tough. So, while creating a PR, one should remember that either it should be the most most common or the one that catches the highest attention. No mediocre PRs allowed.
Great article. Very well written. We come across many businesses that do not understand yet how PR and Press Releases should be written, submitted, and marketed. Your article outlines it very well. We find it is an important part of business for any organization.
Great tips and overview. Very helpful.
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