This article has been viewed 56,213 times. Because only innovation is likely to attract the journalist’s attention. After constructing a well written press release comes the hard part—pitching it to journalists who may be interested in covering your story. Something the journalist has recently shared on Twitter or LinkedIn, A certain theme within his or her last few stories. We have recently done some research on dating preferences and have found indications of racial bias in online dating. Unless you have a ground-breaking inside scoop on Twitter getting acquired, it’s unlikely that an editor will be blown away your story. And many people make the mistake of doing that. Press releases are formal announcements of company news used to inform local media groups. Write in an easy-to-read style, avoiding jargon and acronyms that might confuse the reader. That’s enough reason for them to take a look at your email. Aggregators will show just the first paragraph or two of your press release on their front page, and place the rest of content on another page (under the “read more” link). The best headlines for a press release should meet the following criteria: Highlight what is new, a ‘first’, innovative, impactful or disruptive about your business (this is the news angle) Include the ‘How, What, Why, When and Where’ of news Be fewer than 10 words long In other words, nobody wants to read a press release that just says, “Hey, we made a thing!” However, according to the same study, most journalists write only one story a day! This is a bit like A/B testing, except that it’s at a much smaller scale. It sells coolers, t-shirts, and the most popular snap-back hat on the branded-wearables market.". Here’s what the majority of pitches look like. If the journalist wants more details, all they have to do is reply with ‘Yes’. If it is about a new product launch, you shouldn’t include mention of your last quarter’s earnings. But this isn’t the case for 99% of companies. Make it irresistible. You shoot one press release after another to journalists and top bloggers. Another great choice is Pipedrive which allows you to create a media outreach ‘pipeline’ and define different stages of the pipeline. PR professionals outnumber journalists 5-1. However, there is a certain format to it. Example 1 Loved your article about crowdfunding, Example 2 Your article about crowdfunding. To understand this technique in more detail, you can refer to this article on building media relations. On industry-specific publications like TNW, each journalist takes care of more specific beats such as ‘Mobility’ or ‘Big Data’. Avoid writing something like this: I have followed up on the article on X but I have not heard back from you yet. I found a great example of a good press release that I'm going to walk through. Effectively Using a Press Release. Start with the headline. It also helps you know which topics grab the journalists attention. If you've been marketing the same heating pad for 20 years and nothing's changed, there's no reason to write a press release. Don’t put any superfluous information. We know ads can be annoying, but they’re what allow us to make all of wikiHow available for free. A press release is an excellent medium for spreading the word about your product. Wow – springing right into action – I like it! Convince the journalist that your story will potentially generate tons of traffic. First step definitely need more research ?. 2) The next paragraph achieves three objectives: It says that you have exclusive research to share – data that you have gathered yourself. But unless a product is genuinely innovative, few journalists will find it newsworthy or want to write about it. Open it in Word (or another program that can display the DOC format), edit it, and print your personalized press release. Forget about pitching or content for a moment. Every good press release regarding a new product should start with the name and sector of the company and then go on to announce the name, function, features and benefits of the product. It’s the same as a warm email vs a cold email pitch. At each of these points, your copy has to convince the reader to proceed to the next part. I think [publication’s] readers might find these results interesting. You are nearly guaranteed to get a response! Pitching this weekend! Keep the release under a … Definitely going to use these tips. Editors rarely direct them to write specific articles. If you are a SaaS startup, a backlink from an entertainment blog won’t contribute much to your site’s SEO. But what chances does it have competing with a million other stories out there? This too appeals to their vanity. The company, product name and function should be done in no more than a couple of sentences. Localytics, a mobile app engagement platform, published a study about app user retention based on data from 37,000 apps. The article got over 700,000 views, 900,000 shares, and links from over 1,000 referring domains. For example, every publication has a form or an email address where they ask you to submit pitches. “10 Protein Powders that will help you lose weight”, Google’s algorithm associate your brand name, stages to match with different phases of your pitching process in Pipedrive CRM, Journalists would appreciate it if you give them the opportunity, Choosing the Right Keywords to Kickstart Your PR Campaign. The goal of sending a press release is to get media coverage for your company’s event or launch. Thanks for the tips! Use the Correct Release Language If you’re ready for your press release to go out to the public right now, use the words “FOR IMMEDIATE RELEASE” at the top of the press release. Moreover, you give them exposure too. This is why we need to know why most PR releases or media pitches do not get you media coverage. Reply to their tweets with a quick value-added-comment. Engage with them on Twitter by liking and retweeting their tweets. Instead, write a press release about a problem or a need that your company’s product will provide a solution to. Example of what NOT to write as a subject line: Crowdfunding press release for your publication. Place the first link at the beginning of your press release (e.g., in the first paragraph). For example, a web design company announcing it will also offer content management services. If it is the CEO’s exceptional personality, then highlight it at the very beginning and mention his … You might not be able to pull that off, but you can get close – with newsjacking. New service or product – One of the most common reasons for a press release is when a business expands its offerings in a significant way. One common slip to watch out for is the uses of words “I”, “we”, or “you.” These risk leading to grammatical inconsistencies, and their use may make your release come across as a bit too much like an infomercial. Press release examples for product launch. How do you know if journalists are actually seeing your emails? This has little chance of getting you published. For example, we did a poll on people’s preferences about iOS6 vs iOS7. An optimal press release distribution method aims to get the online community discussing it. Great points Dmitry! If you really can’t stand to see another ad again, then please consider supporting our work with a contribution to wikiHow. Here are four tips for writing subject lines journalists can’t help but open: Journalists at large outlets get the maximum number of email pitches within their community. Glad oyu found it useful Marina. When you talk about an emotionally-charged topic like race and bring in data into it, it’s hard to resist. As I ‘ve been saying, it’s all about the content! P.S. 10 Email Pitches Proven to Get a Response from a Journalist. Each free press release template is available in Microsoft Word (DOC) format. Restrict the length of your press release to 2 pages maximum. In the Frac.tl study, 88% of journalists said that they wanted the pitch to be less than 200 words. But the subject line is the most important gate. A ‘beat’ is a specific domain that a journalist looks after. 1. I thought you might be interested in covering it. Back to basics, it means just that: news. This may be entirely unrelated to your pitch, but it can get you and your company name a quick press mention. Now that you’ve got a solid template to follow here are five tips to help you create a valid press release. At the very least, your concluding content should include your company name, any relevant website URLs, addresses, and email addresses, and a telephone number for inquires, sales, and other business concerns. Most people don’t make the effort do this. For instance, include a special offer or opportunity that they may share with their followers. Our company was founded in 2010 by P, Q, and R who are from MIT and Harvard. If this is your approach to PR, you need to stop. Don’t do this for smaller outlets like TNW, or while emailing influential bloggers. A press release (also known as a news release) is a brief document that shares something newsworthy you have done with the press and other media outlets. For instance, "SnowMonster Enterprises has released a new line of tailgate equipment that not only keep your beers cold for 7 days, but now also stream a SnowMonster-approved soundtrack directly to all bluetooth-capable devices within 7 miles.". Write a press release headline that gets your product noticed. Not only is this easier for the journalist to trust, but it’s also going to be familiar with the audience – making it more likely to go viral. Moreover, going through a writer’s articles is a great way of generating content ideas. Public Relations can be defined as the process of reaching out to the right journalists and influencers in your niche with a story that is currently relevant. That means you need a quality press release. If you need to hold the release until a certain date, however (this is commonly the case in product launches), put HOLD RELEASE UNTIL before your specified date. Journalists would appreciate it if you give them the opportunity to correct an error in a recent post. The article was shared over 118,000 times just in the past year and has been linked to from 79 domains. The goal of sending a press release is to get media coverage for your company’s event or launch. Below these paragraphs, you should include a section about your company. Journalists prefer specific types of content. It will allow you to tailor your content to each journalist’s preferences. This email is short, but that’s the only positive thing about it. And if you can get people interested in your story, they are also more likely to try out your product. Make sure you use only email for pitching – not the phone, on social media or through a form. Press Mentions can improve your SEO in two ways: An article in a top-tier publication with 90+ DA which does link to you would be immensely beneficial. Moreover, journalists are extremely cautious about appearing to endorse products. Five Basic Press Release Writing Tips and Best Practices. A few tips to write a good follow up email: Don’t send a completely new email. Nowadays writers usually choose their own stories. Remember, the bulk of each tailored press release might be relatively similar but it is imperative to write a fitting headline and opening paragraph for each media group. Add your boilerplate in your pitch email. This was about artists from 18 countries photoshopping another woman’s body, once again to highlight differences in global perceptions of beauty. Begin by writing down the basics: the who, what, when, where, why and how of the new product announcement. You don’t want to risk irritating the journalist. Content that will add value to the journalist and the publication. Think of a catchy topic for the media in the context of your new business. Think Like A Journalist. Include them in an expert roundup post. Moreover, having the right keywords next to your brand’s name or your name will help Google’s algorithm associate your brand name with those keywords or recognize your name as an authority on the topic respectively. A press release is not a marketing tool or an advertisement. Don't waste time stressing over what title will look like in print - most journalists/editors will change the title to suit their readership. Must try this tip. But before we move forward, let’s look at a couple of mistakes you need to avoid. Answer these questions and you have yourself a press release. You forget what others need. When there’s no response, they keep trying to write clever copy and send even more emails. The sender has just copied and pasted a general media release. Enjoyed the article? Your pitch is a short message introducing your story. Therefore, they prefer to have a fair idea about the content just from the subject line. Make sure you limit yourself to 60 characters if you don’t want your email to get deleted. Ready to find out what to do to get great media coverage for your press release for a product? In 2014, Buzzfeed ran a story about a woman’s face being photoshopped in 25 countries to show the differences in perception of beauty. The press release must be newsworthy . When I worked at a PR agency, I noticed that media professionals are used to receiving hundreds of press … Just choose a press release template and download it. Gave me many ideas. Clever email copy won’t get you published. Because according to the Frac.tl study, 85% of journalists take a decision to open the email or not based on the subject line alone. A boilerplate is a standardized copy about your business that appears at the bottom of every press release. Five Basic Press Release Writing Tips and Best Practices. Learn more... Use a product press release to inform both the press and any other potentially interested parties about a new product. Put another way: A press release is something that a company writes to let people know about new developments, like company announcements, new hires and product launches. This sort of pitch refers to a recent news article that the journalist has written and ties it to your story. It’s the same problem as the earlier email. 2) Then, he introduces the product and mentions what’s unique about it. Instead, let’s dissect a few email pitches and see how to send a few clear winners. Write a paragraph that describes your company, its business policy, and its goals. This will make it easier for the journalist to get in touch if they are short on time and what to have a quick chat or get quotes from you on your niche or subject expertise. Your press release is the basis for the article a journalist will write, or for a TV or radio segment the journalist will broadcast. The key to crafting a successful event press release is to give the audience facts about the event that is exciting enough to share. In large publications like the New York Times, a single editor or a small team would cover a beat like ‘Technology’. The press release should be written as you want it to appear in a news story. It's typically tied to a business or organization and provided to media through a variety of means. How to Write a Press Release For Your App. Twitter is especially useful if the journalist’s blog doesn’t have a comments section. Include your email address to get a message when this question is answered. Moreover, the subject line is the press release headline. Similarly, journalists who know you will be far more likely to go through your pitch and take it into consideration. Journalists might get 100 pitches a day, but they hardly get a single one that compliments them about their work. The email mentions the benefits of the product – affordable and convenient. You want your story to be about your product. I just want a chance to send you my best material about PR, SEO, influencer and content marketing. So many releases use vague (or made up) terms, fail to identify what the partnership does or worse, leave out the benefits to the industry or consumer. 1) The writer begins by mentioning the writer’s article and what he liked about it. 4) The final part shares an attachment with more details. The data is the magic word here. Happy to provide details if you’d like. Head over to the tool and type in your topic in the search bar. It is usually sent to journalists and editors who may use the information to write a news article . Press releases generally follow a set format that simplifies the writing process. You can create stages to match with different phases of your pitching process in Pipedrive CRM such as Prospect, Contacted, Replied, Draft Sent, Approved, Published. Quick Tip: You can also use JRO to send emails to each journalist. And when it comes to writing a press release (or any form of copy, for that matter), it’s easy to get lumped in that first group. To make things simple, track all these interactions with a CRM. A press release is a written communication that reports specific but brief information about an event, circumstance, product launch, or other happening. Make a list of all the journalists who have written about them. What is a press release? Click on any journalist’s name and you will be taken to an author page displaying all their articles. Receiving a pitch that’s not even related to their beat. Because only innovation is likely to attract the journalist’s attention. Make it clear whether your company or a certain product is the main focus of the press release. Therefore, it will improve your ranking on search engines. The headline is THE most important aspect of knowing how to write a press release. The subject line is the most important part of your product pitch. If a journalist is opening your emails, but not responding, then it’s probably not a good fit. If you can conduct original research, and if the findings are surprising, you have a potential winner on your hands. And how to you write a great press release that will get your media coverage, complete with press release examples and top tips. However, as I mentioned before, you should apply this tactic only when cold-emailing the largest publications such as Washington Post. You want a story about your product in Entrepreneur, Mashable or TechCrunch. Begin with a sentence that summarizes the content of the release, providing a clear idea of what the release contains. 99% of media pitches don’t even get a response. We use an advanced machine-learning based algorithm to match dating profiles. This article about “10 Protein Powders that will help you lose weight” in Women’s Health is bound to get a lot of clicks-throughs and sales. Rather than try to generate ideas out of thin air, think of tried and tested methods that work. Search engines will give higher ranking to content from the first page. A mention in a top publication can get you more sign-ups in a day than you had in the past year. How to Write a Press Release for an Event? Because 81% of the journalists in the Frac.tl study said that they prefer email. If it is about a new product launch, you shouldn’t include mention of your last quarter’s earnings. Going through these posts will give you valuable insights about the kind of stories they like to write about. Thanks. 1. Here’s an example of how a founder pitched a story about how he slept in a car during the time he was trying to raise capital. Let’s say you want to pitch a story about a successful crowdfunding campaign to a number of journalists who have already written about the topic. Personalizing the subject line is one of the best ways to stand out in an overflowing inbox. Writing a good partnership press release is not easy. I would appreciate a response. It’ll improve the chances of your product press release getting picked up and published. Based on this definition, here’s the only thing that will get you placed in the media: Sending relevant content to the right journalist at the right time. Both emails are all about the sender. The word –‘interested?’ adds even more punch to the subject. A press release (also known as a “media release” or “news release”) is a piece of content that informs members of the media about an organization’s recent developments. Press release examples for product launch. And that needs an attention grabbing headline. First, you let them know that you value their opinion, which appeals to their vanity. Step 3: Company Information. Write down all of the positive features associated with the product. When you write a press release, remember that it is about the facts. Because journalists are super-busy. I can’t even get them to reply to my email. wikiHow is where trusted research and expert knowledge come together. Step 2: Write the press release using the conventional format. Answer a relevant quora question and ask them to contribute an answer too, since they are an expert on a particular topic. The press release should showcase your product’s unique features. I found a great example of a good press release that I'm going to walk through. – Dmitry. If well written, a press release can result in multiple published articles about your firm and its products. Send in 2-3 equally distributed variants. Here are a few ways to personalize your subject line: Finally, remember that mobile email apps will truncate long subject lines. You don’t want to include extraneous details about anything except the topic of the release. It never works. Effectively Using a Press Release. A press release is a statement containing information about a newsworthy occurrence that is sent to journalists and editors to supply the details they need to write a news story. Inside, you'll discover five ways to create captivating press releases, plus how to use press releases to drive traffic and leads. Here’s a quick summary on how to go about writing press releases: A captivating headline will set the stage for your press release to be a success. Identify journalists who cover your niche. The $19 version contains all of the press release templates from this site. I wanted to follow up since I know things get lost sometimes. Often, the same press release is distributed to television stations, newspapers, websites, radio stations and more. I hate to say it, but just writing a press release isn’t enough. The subject line is juicy because there’s compelling content backing it up – the data. However, there are a lot of other situations where writing a press release might make sense – launching a new product or offering discounts, for example. Clearly specifying the benefits makes it easier for the journalist to visualize a story angle. Contrary to popular belief, writing press releases isn’t all that hard. Follow this process, and you will hear back from a journalist sooner, rather than later! For example, if your content is based on exclusive research, the subject line might be: SUBJECT: 5 Findings from surveying 500 Silicon Valley founders[exclusive research]. What do you think is wrong with it? A boilerplate is the last paragraph in all press releases giving an outline of the company’s products, services, purpose, size, etc. You have to test the hell out of them. Start with the who, what and why. % of people told us that this article helped them. You might think you’ve been doing this already. What is a press release? Further, while your unique selling point emphasizes the reason your product is worth buying or investing in, the story about your product’s importance or appeal will emphasize why journalists, bloggers, and other media producers may want to write about your product or feature your release. Avoid promoting several products in the same press release. By signing up you are agreeing to receive emails according to our privacy policy. Create a piece of content accordingly and pitch the idea to relevant media outlets. One sure way to grab your audience’s attention is by offering something they’ve never heard of before. Data is always newsworthy. This article is a step-by-step guide on how to land a mention in a major publication. Write a simple email telling them what you like about a recent article that wrote. So many releases use vague (or made up) terms, fail to identify what the partnership does or worse, leave out the benefits to the industry or consumer. Here’s a quick summary on how to go about writing press releases: 1. And without these goals as a guide, you’ll end up targeting the wrong publications. Just be as clear as possible and go with the format: Content Title, Type. I'm the founder of JustReachOut.io which helps 5,000+ small businesses and entrepreneurs pitch press and get exposure daily without any help from PR firms. So don’t make the mistake of targeting the publication, rather than a person. Your content is the most crucial part of this entire process. TL;DR We ran a study analyzing Amazon bestsellers from the past five years and found some really interesting trends, including: Women authors sell on average 4X as many books as male ones But there are more male authors than female ones in almost every category… Excluding horror and fantasy (!) Do more research and reach out again with another angle. You’re shooting for 400 words in … Compile a list of the benefits unique to your product. Not just to maintain a database of contacts. Following the press release, make sure to have sales and supports operations staffed and running smoothly. So gettings news about your brand published on these sites a major win. Now we've provided you the best way to blast featured radio singles and SnowMonster hype messages from every single speaker at the party, simultaneously. Very detailed DIY on writing product-focused PR. Although both these are for headlines and not subject lines, they still give you extremely useful feedback. About to do this by myself for the first time, grateful for coming across this post. After all, if a top boss becomes interested in your company, you are sure to get featured, right? If your goal is purely customer acquisition, don’t just target the biggest publications. How do you know which of these will work? They have not even bothered to address the recipient. And how to you write a great press release that will get your media coverage, complete with press release examples and top tips. 15% of the respondents in the study, said that they wanted pitches with an emotional story behind them. As a former journalist, I have received more pitches on beats that I did not cover than my actual beats. You can even include a link that has an overview. 1. 4) Finally, it introduces a story angle which is of interest to the journalist – the life-hacking movement. But I agree that taking a step back to reconsider and change your tactic by sending more relationship building emails may be a great idea. If you find that you can't craft out a product press release you’re happy with, consider hiring a professional PR writer. When you need media coverage for your product then it is a key consideration to write an effective press release. If you’re writing a press release to send to a journalist you need to think (and write) like a journalist. You started your app marketing efforts early, you’ve built a mailing list, you’ve engaged your users and got useful feedback.. You will need this information for the ideation phase, which comes later. It also establishes that the source of the data is very credible because it’s coming from a recognizable brand like OkCupid. Get news coverage from the marketing team sends that content to as many publications as.. Except the topic of the press release distribution method aims to get media,... Quick summary on how to send to a journalist looks after has sent the same be written as you it. That mobile email apps will truncate long subject lines need that your company, its business policy, the... This may be interested in covering your story will potentially generate tons of traffic details may! Sales and supports operations staffed and running smoothly on curiosity through these posts will give higher ranking to content the. 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Of this entire process changer for your product press release should include the following: catchy ;. Similar products you ’ ve outlined, you 'll discover five ways to stand out against other. The primary problem with this email that a particular topic: catchy headline ; details about anything except topic. Every single press release for product you must utilize the correct language for a product ranking! Popular belief, writing press releases to drive traffic and leads Microsoft word ( DOC ) format over what will...