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Get your press release noticed

18 July 2014 | Jess Seal

Recent research carried out by Greentarget has found that seven in 10 journalists spend less than a minute reading press releases.

Aaron Schoenherr, founder at Greentarget said, “the PR industry does not spend enough time listening to journalists’ needs and it should find a “middle ground” between them and clients.”

So as an industry what does this tell us? Probably what we already know, but perhaps sometimes fail to put into practice. PR is always about quality rather than quantity and press releases should reflect that. Given this piece of research we thought it would be useful to share our top tips to ensure journalists spend more that 60 seconds reading releases…

  1. Snappy Headline!

Journalists get hundreds of press releases every day from PR professionals telling their story. You have one chance to catch their eye so make it count – if you have extra information you feel needs to be included this can be added in a subheading.

  1. To the point

So you’ve managed to catch the attention of the journalist with your fantastic headline – now to keep it! Make sure your release is to the point getting the vital information in straight away, the Who, Why, What, Where and When. The reader must understand that the information contained in the release is relevant to them.

  1. Relevant distribution

Choose your publications and journalists carefully. Make sure you are sending your press release to those who are interested in what you are saying. If a journalist knows that when they see your name in their inbox the information contained will be of interest to them then that’s half the battle. Be relevant and your releases will get the attention they deserve.

  1. Date

Ensure a date is included at the beginning of the press release. This reassures journalists that what you are sending them is not old news, it is up to date and relevant.

  1. Spellcheck!

Always check your press release for grammatical errors and typos before pressing send. These make you and your client look unprofessional and will distract the journalists’ attention from the story.

So take a step back before you press send and ensure that you are sending high quality press releases written to a high standard for a relevant audience.