- Have a strong story to tell
- Research the publication or media outlet to match their style
- Make it relevant to their readers or don’t send it at all
- Keep it simple, just three or four paragraphs of three or four sentences each, with a logical flow and no jargon
- Present the information in decreasing order of importance
- Attach a low-resolution picture that tells a story (captioned)
- Don’t contact journalists just before deadline day when they’re busiest. Instead, try contacting them immediately afterwards (when they’ve got lots of space to fill)
- Build relationships with journalists so they recognise you as an industry expert
- Note there is no guarantee your press release will be used
- Send your release in the body of an email, not as an attachment
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