Press releases are a vital tool for businesses looking to get their message out to the media. However, in a world inundated with information, it's crucial to create press releases that stand out and capture the attention of journalists. Adrien Taylor and Lewis Hampton, co-founders of Payper and former journalists themselves, understand the importance of a well-crafted press release. In this post, we'll dive into the ten things New Zealand journalists really want in a press release, drawing from their expertise.
1. The story in a sentence: The opening line of your press release is your make-or-break moment. Journalists are often inundated with releases, and if your opening sentence isn't compelling, it might be the only thing they read. Make sure it clearly conveys the core of your story and entices the reader to learn more. For example: "New Zealand's leading spirits distillery has hit a major milestone, selling more than 100,000 cases of product in the 2023 financial year."
2. An interesting angle: Every story needs an angle that piques interest. What makes your story unique? Is there a compelling narrative behind your product, service, or company's journey? Journalists are on the lookout for that 'wow' factor. Think about how you'd explain your story to a friend; that's likely your unique angle.
3. Data: While a good story is essential, it becomes even more powerful when supported by quantifiable data. Data can provide credibility and context to your narrative. Be sure to include relevant statistics, surveys, or market research that backs up your claims.
4. Catchy quotes: Quotes add a human element to your press release and can bring your story to life. Avoid generic and dull quotes. Instead, aim for short, punchy, and impactful statements that provide insight or perspective. Quotes should add value to the story.
5. One page: Keep it concise. Journalists appreciate brevity. Your press release should ideally fit on one page. Be clear, to the point, and omit any unnecessary fluff. Make every word count.
6. Company details: Include essential information about your company, such as when it was founded, who the CEO is, and a brief overview of your business. This helps journalists understand your background and context.
7. Photos, photos, photos: Visual content is incredibly important in the digital age. Include high-quality images, infographics, or any visuals that can enhance your story. Remember to caption them appropriately and provide image credits.
8. The New Zealand Link: Make sure to establish a connection with New Zealand. Journalists often prefer stories that have a local angle or impact. Highlight how your news is relevant to the local market and why it matters to New Zealanders.
Overall, crafting an effective press release is all about grabbing the journalist's attention and providing them with the elements they need to construct a compelling news story. Remember that journalists are busy professionals, so your press release should be a concise, engaging, and informative package that makes their job easier. By adhering to these eight principles, you'll significantly increase your chances of getting your story noticed in the competitive world of New Zealand journalism.
