What’s the point of a press release? Many businesses know publicity is crucial to their success, but they don’t always realise a well-written press release is behind it.
Do you need a press release?
Alongside the free publicity, there could be a range of reasons your business might need a press release writing:
- Advertising a new service or product that is unique to you
- Raising awareness of community or charity work you sponsor
- Alerting customers to a change of location or management
- Promoting your business with a human interest story about you or your staff
- Publicising your business by tying your services in with a holiday, event or craze
- PR crisis management in the case of a bad news story
How can a press release help your business?
A press release not only gives free publicity, it is your chance to put across your best face to the wider community who make up your potential customers.
When well written, a press release will appeal to a journalist (and not be salesy), make a potentially interesting story which would fit their publication, be of benefit to their readers, be positive, give a new take on a familiar angle, and tie in with community or national events.
Should you hire a copywriter to write a press release?
Yes.
The odds of getting your press release picked up increase when you use a copywriter – someone who knows how to put together a release that a journalist or editor wants to see (and can use).
How will a copywriter write your press release?
When you hire a copywriter to write your press release, the process should go as follows:
1, A copywriter will discuss with you the message you want to get across and find out about your company
2, They might suggest tweaking or reframing the story in order to pique a journalist’s interest and make it relevant. Remember, journalists are bombarded with press releases from all segments of business and community daily. Yours has to stand out to be featured.
3, A great copywriter will (with your help) craft a quote that fits perfectly with the message you are putting across.
4, A copywriter will mould the press release into a professional, readable and informative piece that has everything the journalist will need to run the story without needing a follow-up enquiry.
5, If you intend to send a press release to a number of different newspapers, magazines or websites, a copywriter will tailor the release to each publication and target reader.
Will a copywriter send out your press release?
Generally speaking, a copywriter is employed to write your press release. However, if you only want to target a handful of publications, this can usually be arranged for an additional fee. Sending out a press release and targeting, chasing and following up – as well as large media campaigns – are usually the role of a PR company.
Hire me to write your press release
If you hire me, you will get all of the above. I’ve been writing press releases since I worked in theatre marketing. I know the structure, the content and the approach to writing successful press releases, and I also know the best way to put your business across.
Don’t put off that free publicity, contact me today.
Wendy Woodhead 