A press release is like content for journalists
• Timeliness : All journalists have a need for material to a deadline
• News: All journalists want news – news is material that is relevant
• Not a sales pitch: All journalists hate sales pitches
• Information: Journalists need all the relevant information or answers
to the 6 W’s - Who /What/Where/When/Where/Why
• Format: All journalists require good spelling, good grammar, a good
story, quotes, and a gripping headline.
• Realism: No journalist expects you to be Shakespeare, Hugo or
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Journalists on what they like…
• Diverse: One size does not fit all journalists, so you have to research
your target media and journalists
• Relationships: They are human and appreciate building relationships
appropriately with those who provide good news.
• Don’t Sell, Tell! : All journalists like a story that paints pictures for
them to reproduce or embellish. A sales pitch is binned and you will
be remembered for it!
• Don’t scatter gun, have a strategy for building your stories.
• Persist: You want always reach them, but keep trying.
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Planning and scheduling your press releases
• Select your target media and key journalists
• Stay up-to-date with their output via Twitter
• Apply social listening: To your industry, influencers, competitors.
• News Hooks : These are provided by social listening
• Spend 10-15 mins a day reviewing your key media
• Spend 30 mins a week with colleagues, developing news angles and
• If the above happens, your Press Release will take minutes to write.
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Developing compelling news angles
• News Angles
• Always ask : “So What?”
• Confirm, refute, expand on the current news agenda
• INSIGHT: above all your news angle should provide insight
whether humorously or otherwise.
• Answer the 6 W’s in one or two sentences
• It determines whether the release will be read
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Headline and body copy
• Body Copy
• As short as you need to tell the story without waffle
• 3-4 paragraphs
• Short punchy sentences.
• Expand on the 6 W’s
• Add Quotes
• Add pictures
• Add Links in notes to the editor
• Write it last
• Attention getting, to compel the reader to continue.
• Spend time on making it arresting.
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Writing your press release
on JournoLink 1
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Writing your press release
on JournoLink 2
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JournoLink tools for businesses
• A subscription to JournoLink gives you the opportunity to:
• Send out unlimited press releases on your company activity and news
• Request professionally written press releases for just £50
• View and follow-up on individual press release statistics indicating which
publications have read and are interested in your release
• Receive a variety of journalist’s editorial requests directly into your inbox
providing further opportunity to secure coverage
• Access to a tailored-by-sector Events and Awards Calendar to ensure
content distribution is timed around popular events in your industry
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What JournoLink offers - Profile