One of the biggest challenges we find in the marketing world, is ensuring authenticity in our words. There are so many pushy sales messages, how do we communicate big news in your company in a genuine and sincere way?  

In today's noisy media landscape, press releases continue to offer substantial benefits. They provide an opportunity to shape brand narrative and ensure your story is heard straight from the source.  

It allows us to target specific, relevant publications, getting you in front of your audience. Telling your news story in a genuine way and raising the profile of your business.  

How do you know if your story is news-worthy?  

As press releases are organic (or not paid) content, we have to ensure it will be something the readers of the publication want to hear about and therefore the editors at the publication will pick it up. Sadly, it is not free advertising and just because we want to talk about it, doesn’t necessarily mean it will get published.  

There are many activities within a business that will make it newsworthy, from announcing a company expansion to director appointments or announcing an acquisition or merger. The important thing to remember is why would the readers care? Does it change the experience the customer will have? Will it impact the local area?  

What’s the hook?   

So, how do we capture the attention of editors who receive 100s (sometimes 1000s) of press releases every day? Below are some key things we can include to pique their interest.  

An eye-catching title. A single sentence that encapsulates the focus of your press release. If your title does not capture the interest of the editor, they will move on.  

Be honest. Journalists can spot a fluff story or if you are trying to sugar coat a story. If you’re not happy with the truth going out, then we shouldn’t be telling the story. However, I should caveat that part of our job is trying to find the positive spin! 

Facts and figures! Including specific figures of investment, team size increase or financial goals will go a long way to getting you into publications.  

There are many reasons a press release gets picked up, we can help to make the most out of your news story and maximise on publishing.  

What can a press release do for me?  

By consistently pitching newsworthy stories into relevant publications, you are showing your relevance and ensuring you stay front of your target audience’s mind.  

We have also seen a strong correlation with increase in website traffic and social media followers/visitors.

So whether you have a story you’re keen to tell or want help identifying stories you should be telling, we can help!