If you can get a favourable editorial mentioned in a publication or broadcast program that is relevant to your line of work it can be an extremely cost-effective method of promoting your business or organisation.
An editorial piece is more likely to be read and noted than an advertisement and it will carry more authority.
The way it goes about is usually with you producing a press release and sending it to the sort of publication that might be interested in your story. The editorial staff may then use the text from your press release to create a feature, usually backed up by a phone interview with you. If the matter is sufficiently newsworthy, they may send a journalist and perhaps a photographer to talk to you. And who knows; before you know there is an editorial emanating from your press release.
Therefore, a press release can just work for you. Here are some tips on how to get greater mileage out of a press release:
1. Try to tie your news with some bigger event or story that the publication is already running.
2. Submit the press release well before the publishing deadline.
3. Keep the press release short – under an A4 page preferably.
4. Write to catch the eye and hold the reader’s attention and interest.
5. Put the most important aspect in the first paragraph, as any editing is usually done from the bottom up.
6. If possible, include a good photograph or two with the press release.
7. Follow up the press release by phoning the appropriate editorial department. Although not always a popular strategy with journalists, this could result in editorial coverage.
There you are. Remember; keep the press release short, factual and to the point. But, ensure that it includes all the information a journalist is likely to need to write an article!
Daniel
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