By Fiona Maguire-O’Shea
1. Determine if It Is Truly Newsworthy
Make sure your press release is truly newsworthy. As a PR consultant, I have had to push back at times and say to my client, “I’m sorry, but that information does not substantiate a press release.” Talk through with your colleagues or PR professional to determine newsworthy content. You will discover you have a real story to tell; it just might need to be told from a different angle than you originally thought. You need to know the difference between what is press release worthy vs. what should be shared in an email with your customers, or a post on your website or social media.
2. Write It, Revise It & Sleep on It
After you are happy with what you have written, make sure at least one other set of eyes reviews it. Revise it and revise it some more. Then, sleep on it. You will always come back with a fresh perspective and new ideas to improve your press release the next day. In my 25 years of writing press releases, I have always found a way to improve a press release the following day.
3. Follow Up
Because editors receive so many press releases, it is imperative you follow up within a few days. And, when you follow up, it is not to say, “Did you receive my email?” Perhaps, provide some further relevant data or ask, “Can I interest you in an interview with our company’s CEO (or designated spokesperson)?”
15 Reasons to Write a Press Release
- Milestone anniversary
- New product, material, technology, or service
- New program for advancement/betterment of the trade
- Outstanding achievement (company or staff member)
- Business location change/expansion
- Accolades/awards
- Staff promotion/staff addition
- Successful completion of challenging or unusual project
- Public service work/engagement
- Trade association involvement
- Branding changes
- Sponsoring/exhibiting at a trade show
- Merger/acquisition
- Case studies
- Joint projects with an industry partner
Fiona Maguire-O’Shea is a PR consultant with 25 years of experience in the A/E/C industry and a regular contributor to Metal Roofing and Rural Builder Magazine. You can find her at www.linkedin.com/in/fionamaguireoshea