Got something to shout about? A red hot news story you want to share with the world?
If you want to get a message out in the public domain as fast and efficiently as possible, a press release is the best way to go. Press releases hit a large number of media contacts, bloggers, and social media channels at once, helping you to get as much coverage for the same piece of content as possible.
It sounds straightforward. You may have tried it a few times, fired out emails to what you think are all the right people, and been disappointed with the results.
If so, you’re not alone. Writing and issuing a press release is one thing. Getting the coverage you want is a different matter.
Press Release Writing Services From Qualified Journalists
If you want to get the best results from a press release, it helps to know a few inside tricks of the trade. With a qualified journalist on board, we have an eye for a good story. know how to present your news in the most media-friendly way.
We also know how to present your news in the most media-friendly way.
Competition for attention in the most popular publications and websites is fierce. Simply sending a press release is no guarantee it will be published. Only the strongest stories, written with flair and precision, will get through the vetting process.
With our media experience at your disposal, we can help you shape your stories so they have the biggest impact. We also guarantee clean, accurate, media-friendly news copy which increases your chances of getting published.
Often, we see press releases that aren’t written the style of a news story – what gets referred to as ‘journalese’. If you send a poorly written release, someone will have to re-write your press release to fit the style of the publication. On a busy news desk when everyone is working to deadlines, this can easily mean your press release is put to one side. Issuing a release in the right style can make the crucial difference to it making the final edition. That’s where our press release writing service can make all the difference.
Gaining good coverage with your press release requires more than just strong writing skills. There are two essential ingredients.
You need strong knowledge of the media you are sending releases to. And you need to reach out and build relationships with the publications you really want to gain coverage in.
Publications, online news and information sites, and broadcast outlets are inundated with press releases which are not relevant to their audiences. In most cases, if the person receiving the press release does not see an appealing headline, they will hit “delete” without even giving the release a glance.
That is why we research suitable media carefully for every client. We will build and maintain a list of contacts most relevant for your sector. We take the time to find out what each target outlet covers, who their audiences are, and what they are looking for in news stories.
If we do not think your story fits with a particular publication, we will be honest and explain why. Focusing time and effort on realistic opportunities gives you a better chance of positive coverage than firing out releases and hoping for the best.
Part of our media relations service involves building positive relationships with key media targets. If you are really looking for coverage in a particular publication, it’s always worth a phone call or email to talk about opportunities, or ask if they are interested in a particular story. If you have struggled to get your press releases used in the past, we may be able to find out why, and change the approach to increase the chances of getting coverage in the future.
It may be that a journalist is interested in an area of your business you didn’t even think was newsworthy. We can help you to unlock those opportunities.
Press Release FAQs
How do you issue a press release?
The most effective way to release a press release is to use a custom list of carefully targeted contacts who either work for publications which cover your industry, or have a personal interest in your area of expertise.
These lists can take a little time to research and build, but once you have them, they become an invaluable asset to securing media coverage.
For a faster approach, you can use a newswire service. The key here is to choose carefully. Some professional news wire services charge a lot of money, while other cheaper alternatives are notorious for firing out low quality ‘spam’ content, and could quickly get your business name blacklisted by recipients.
There are good, affordable services which tread a middle ground between the two, which we will be happy to advise you about. We can also place your release on a recommended wire service for an additional fee.
How do you charge for your press release service?
Our press release service is split into two main component parts: drafting the releases and issuing them. We charge for both separately to give you complete flexibility to choose the service you need. After all, you may already have your own contacts list and be happy issuing the release yourself. In that case, we would leave the distribution to your team.
For writing a press release, we charge a simple flat rate per word, which will include all necessary research and unlimited amendments within a specified timeframe. For issuing a press release, how we charge will depend on the method you choose. If you ask us to build an approved media contacts list on your behalf, we will charge by the hour, providing an estimate of costs up front. If you chose to use a wire service, we will charge you the service fee plus a small administration expense on top.
How long should a press release be?
The length of a press release will very much depend on your topic. For a particularly in-depth story, with lots of background information or with several different people to include quotations from, we would recommend a piece of content around 1,000 words. We would not advise going above this on the grounds that it is very unlikely that a media outlet would use any more content than this.
In general, we work to the rule of thumb that a standard ‘page lead’ news story – i.e. the main story on a page – is 500 words. Although this rule does not really apply to digital media, where there are no restrictions on physical space on a page, it is an old habit which many media outlets stick to. In short, to many journalists and editors, 500 words ‘feels’ the right length for a news story.
We work on the basis that if you write press releases the length that publications expect, you increase the likelihood of the story being used because no one will have to spend time editing it down.
Do you offer any guarantees of coverage for your press release service?
We guarantee the highest quality standards for the content, thorough research into the right places to send it to, and a professional media relations service. All of these things increase the chances of a story being covered, but we do not guarantee it. The only way to guarantee coverage is to pay a fee to a publisher.