Industry Buzz: Tips for Your Next Press Release
Congratulations! Your company has accomplished something awesome. Maybe you’ve opened a new gym, hired a new CEO or launched a new program. Whatever the accomplishment, you’d like to spread the word about it. In order to do so, your news needs to be published by the media.
As a member of the media, I’m here to help. I can tell you what catches my attention, and what makes me run away from a story as fast as possible.
First, I’m going to take time to explain how to write a press release that could get published at the local, regional and possibly even national level.
Many press release I see start off by saying, “Company A, the best company in the entire world, has announced the release of the best product ever.” (I’m paraphrasing here). Avoid using such a bold statement. The journalist reading your press release will just end up rewriting the statement to be less opinionated, if they decide to publish it at all.
Instead, stick to facts. A better opening line might be, “Company A, a top resource for health and fitness professionals, has launched its newest product, Product B.” The chances of that line being rewritten are much more unlikely.
Don’t make a journalist’s job harder than it has to be. If you’d like to have a press release published, include as much information about the announcement as possible. For example, if your gym has opened a new club, include information on the location such as square footage and what amenities it will have. In addition, include stats on how many gyms this brings your club total to.
Also, include at least two quotes from people within your organization on the announcement (be sure to attribute each quote). Have them discuss what the news means for the company now, and what the future holds.
The final part of the press release should include information on the company as a whole, such as where the company is headquartered, what it consists of and when it was founded. This is great for journalists, who love to include a bit of background in their stories.
I can’t stress this next tip more: Include a photo with your press release! Many news organizations require stories to be published with a photo. As a result, if you include a photo with the release right off the bat, the journalist won’t have to waste time hounding your marketing or communications managers for one. Trust me, it will save everyone stress, time and convenience. In addition, be sure to include a caption with the photo. Both a high-resolution and low-resolution options don’t hurt, either.
Keep in mind that a journalist may use only part of your press release, but that’s okay. The point is to spread the word about your company and its exciting news.
The next time you write a press release, keep these tips in minds and hopefully your news will be spread in no time.
Next time, I’ll write about more tips for getting your press releases published.
Rachel Zabonick is the Editor of Club Solutions Magazine. She can be reached at firstname.lastname@example.org. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.