Things to Think About Before Writing a Press Release

I’ve already shared my Dos and Don’ts When Sending a Press Release, now I’m going to let you in on even more insider knowledge in the first of a series of blogs on this rather hefty topic. This blog covers things to think about before writing a press release, a companion guide to June’s blog: How to Write a Press Release.

What and who?

Before you start writing, think about what the story you want to get across is, and who your target readers are.

While all positive publicity is good, seeing a press release through its writing, placement and monitoring takes time – so think about who your target market is and prioritise. Write for your target market first and if you have more time you can always target other markets later.

For some publications, for example Saga, the magazine for the over 50s, the demographic of its readership is obvious. For others this information may be available on its website or by asking for a media pack.

Read the publications you’ve identified

Read the titles you want to be featured in to learn their house styles and individual reporters’ interests and contact details. Research national and trade titles online. Take note of deadlines.

What’s your story?

Don’t just write a press release because business is slow and you want some general coverage. Decide in advance on your story.

How strong the story needs to be depends on the publication. For a local newspaper if you live or work in their catchment area and you are doing something interesting, that is usually enough. A business opening, tick. A successful apprenticeship scheme, tick. Staff doing a parachute jump, tick.

For a regional or national business section or trade publication it needs to be bigger – taking on a significant number of new staff, reaching an important milestone, doing something innovative, offering useful advice to other businesses, commenting as an expert on a topical and relevant issue.

What’s your angle?

Find your angle. In a simple story, there will be one obvious angle. If you have a lot of information to get across or there are a few things happening, think about what is most newsworthy and start with that.

A picture tells a thousand words

It’s always good to supply a high-quality photo to accompany your press release, as it increases the chances of your piece securing a prominent place in your target publication.

If your story is about something that has already happened, send a good photo of the event with your release. If the release is not time sensitive, pay a photographer or get a creative on your staff to take an interesting, good quality photo to accompany it.

If you do all this groundwork you’ll be ready to get stuck in to writing, so please come back in June for How to Write a Press Release.

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How to Create Content Even When You’ve No Ideas

To get the most out of your website and your social media marketing, you need to be sharing valuable and engaging content regularly. But how do you come up with content when the ideas just aren’t flowing? Here are four top tips:

Write about what you know

One of the hurdles of marketing your business to get over can be the inner critic telling you that no one is interested, or that you’re teaching grandma to suck eggs. But not everyone has your skills, experience and knowledge, and even if some do they will value your take on a subject they’re also interested in. So share and shine!

Planning ahead really helps

Time is in short supply, but setting some aside to plan your next month’s content can be so useful. It forces you to find something to say when you thought you had nothing. If you prepare as much as you can in advance and schedule accompanying social media posts, you can be raising your profile even while you’re run off your feet elsewhere. Like a squirrel storing nuts, when the Christmas season is in full flow you’ll be glad you wrote that blog on decorating on a budget in August.

The calendar is your friend

There are seasonal events and awareness campaigns that you can join in with as an opportunity to share some of your content. Not every event will be relevant to your business but there will be plenty that are. For instance a vet may share tips on soothing your pet on Bonfire Night, a decorator or florist can write a blog for Tree Dressing Day, an office may want to share why they’re taking part in Movember, and any self-employed parent can share advice on juggling the summer holidays with business. This is a really useful website for helping you plan your content, but don’t forget the seasonal events that everyone knows about, like Easter and August bank holiday.

Collaborate

When you really don’t have an idea or really don’t have time, why not offer one of your partners or associates a guest slot on your blog and ask for one in return? Doing this will expand your audience and strengthen your networks, as well as directing new traffic to your site.

And there we have it, four top tips for creating content…now get writing!

Datgan can provide you with weekly, fortnightly or monthly content depending on your needs. Get in touch to find out more.

 

 

Is Your Money Saving Really a False Economy? It Can Pay to Splash Out!

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This beauty, pictured chilling in my garden yesterday, is a Comma butterfly named because of the white ‘comma’ on its underside.
Commas, along with apostrophes, are commonly used incorrectly in writing. Do you know how to use them?
Every time you write a business communication you are saying something about yourself and your brand. Rightly or wrongly, if you have bad spelling or misuse punctuation some potential customers will think less of you for it and maybe move on to the next brand.
So what can you do? You could spend hours swotting up on grammar and spelling, or you could hire someone who already knows all about it to help. Startups and small businesses often think this extravagant, but the latest thinking on entrepreneurship maintains that you should spend as much time as possible doing what you do best. This is getting new customers and maintaining your current ones. Not checking emails and voicemails, ordering stationery, tidying your desk, fixing a leaking tap, or cleaning. Neither is it spending hours learning how to do something someone else could have been paid to do in an hour, just to save money.
Let’s say you spend six hours swotting up on grammar, writing and rewriting a letter or press release when it really isn’t in your skill set to do it. Not only is the letter or press release likely to be pretty ineffective, you’ve lost six hours where you could have made hundreds or thousands of pounds’ worth of business had you focused on what you do best.
You may be surprised at what you can get for even a modest budget. Your budget may not stretch to a copywriter to write all your communications, but it may stretch to having them proofread and edit things for you before they go out. It may pay for them to tweet and post to Facebook on your behalf, write a killer marketing letter, or just share some great advice.
Sending a clear, consistent message to your current and target customers is vital. If you struggle with writing, consider bringing in some help. Please do call me for a no obligation chat if you think I could help. Datgan – let us tell your story.