The Power of The Press Release - Top PR Tips For Crafting Newsworthy Stories

I’ve worked in communications and PR for almost all of my career, apart from my early jobs in places like Little Chef and Wilkinson’s. These roles, whilst all different, share one thing in common – the audience (aka the customer), because without our audiences, we are nothing. It doesn’t matter where you work or what you’re ‘selling’ – whether that’s in government, industry, charity, or in-house at a communications and PR agency like SUMMIT – put the audience first. Always.

So, who is the audience for the humble press release, I hear you cry? Quite simply, it’s the journalists you want to captivate with your lovingly crafted story. Journalists are gatekeepers, true – but they’re also our advocate with editors and producers about your story and why it deserves to be told. As comms professionals it's our job to make it easy for them.

Crafting the Perfect Pitch

As SUMMIT Communications’ Founder, I've worked in (and with) some top-tier brands with powerful stories. But even the best stories need crafting and pitching to the right journalist at the right time.

The Golden Rules

Firstly, there are three golden rules you should stick to before you begin – and handily, these rules can also be applied to social media, website content, scripts, parliamentary briefings, or even a letter to your Great Aunt Maud!

1. Who is my audience?

2.What is my message?

3. What do I want my audience to do?

Find your angles: ask yourself "Why"?...Over and Over Again

Once you have these bare bones in place, don't just write interrogate your own story. Consider that news is a 24-hour game, and you’re not the only one with a great story. So, you need to work on your angles.

Interrogating your story will help you discover your angles:

- Why does this story matter? It must be relevant.

- Why are you the right storyteller? Is the organisation or client credible – and how come?

- Why should anyone care? What’s the hook? Where’s the emotion? Where’s the story?

- Why should this story be told now? Can it link to other stories, politics, or social media?

Great Press Releases are Like Baking a Cake!

You'll need:

• the right ingredients (facts, quotes, stats)

• the right quantities (keep it tight)

• the right tools (angles, tone, layout)

• baked at the right time and at the right temperature.

Get all of these right and you've got a great story!

Journalists can smell spin!

Journalists are expert storytellers. They can also smell waffle and media spin a mile off – so if you’re struggling to make your story sing, then it probably isn’t a story. You can damage both your reputation and your client’s by pitching something weak - better to pause, reflect, and rebuild.

Need help shaping your story?

If you have a story to tell and need a bit of support, please get in touch. SUMMIT Communications offers complimentary 30-minute consultations, so clicking on the button below won’t cost you a penny!

We’d love to hear from you and put together a bespoke plan for your story. Just get in touch.

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