Joanna Woodhouse, Writer and Copywriter

Category: Media Relations

  • How to write a press release that gets noticed by journalists.

    Eight tips for writing a successful press release

    When I worked in a newsroom, I spent a chunk of my time sifting through the hundreds of press releases that filled my inbox. I was the journalist who chose which press release was worth covering as a story or investigating further. Now I write press releases to pitch and send to journalists, who will then decide whether to cover my client’s story. I’m pleased to report my success rate has been pretty good.

    My background as a journalist means I have an insight into how to write a successful press release. Here are my top 8 tips.

    1. Make sure you have a story.

    A press release is not an advert. A journalist will bin any press release which reads as advertising. Journalists are looking for stories, not adverts. 

    Here are some of the types of stories a journalist finds interesting:

    · Human interest — have you launched a new product or service? Use a case study to show how it’s making a difference to people’s lives or tell the story of the person behind its success.

    · Company news — have you made a new appointment, are you expanding your staff, opening a new office, announcing a merger, holding an event?

    · The good work you are doing in your corporate social responsibility role.

    2. Write a catchy headline.

    Your press release needs to capture the journalist’s attention, and the first thing they will read is the headline. You want your headline to entice them to read on, not encourage them to consign it to the trash bin. Keep it clear, simple, short, and engaging. It should convey what your press release has to say in one line. I’ve always preferred to send and receive press releases by email. You’ll also need to think about the subject line for your email. The journalist won’t see the headline you’ve crafted if you haven’t persuaded them to open your email. 

    3. Ensure your press release is well written.

    If your press release is full of grammatical and spelling errors or too difficult to read, the journalist is less likely to use it. When you write your press release, structure it to tell the most newsworthy details first. Extra information should follow in order of importance. Journalists and copywriters use the inverted pyramid structure to achieve this. Your press release should also answer the questions who, what, when, where, and (if relevant) how. Your sentences should be simple and easy to read, written in plain English and avoid jargon. To achieve this aim for a Flesch-Kincaid reading ease score in the 60s —this is a reading age of 12 – 15.

    4. Include a photograph or other image.

    You should always send a photograph or other image with your press releases. In fact, I won’t send out a press release without one. This is because stories with images perform better. Newspapers and magazines are full of photographs, and images are vital for online content. Social media posts with images perform better, and pictures improve the ranking of website pages. 

    As well as photographs, you could provide a video or infographic. You can send pictures as an attachment or provide a link where the journalist can access your images or other helpful content.

    5. Use good quotes.

    A press release should always include quotes. They can add human interest, provide insight, and give more information. Your quote should be from a person involved in your story, and it should add some extra information. 

    6. Target the correct journalist for your story.

    I was a journalist in the North East and found it frustrating when I received press releases highlighting figures for the North West. Make sure you send your press release to the right journalist at the correct outlet. You should send a business story to a reporter on the business desk and not news. If your press release is about environmental issues, send it to a reporter interested in that subject. And check your geography. For instance, there are 13 places called Barton in England. Which one do you want to target? 

    7. Added extras.

    Every press release needs Notes to the Editor after the ending. 

    This section should include:

    · A boilerplate – this is your chance to advertise your company by providing two or three sentences summarising your company’s mission and history.

    · Contact details of who is handling enquiries from the media. If the journalist needs more information, who do they contact and how.

    · Picture captions – if you have sent a photograph (and I hope you do), you need to list from left to right who is in the picture and their job title if relevant.

    · Links to images and other useful content, including your website.

    · A line telling the journalist that someone is available for interviews, photographs, filming etc.

    8. Layout.

    As a journalist and copywriter, I can write and pitch your press release to the media. For more about the world of writing, check out my Facebook and Instagram. Drop me an email at joanna@joannawoodhouse.co.uk. 

  • Is traditional media coverage still important in the age of social media?

    Is getting coverage in newspapers or on the television or radio still important today? Especially when social media enables you to reach and engage with your audience at the click of a button.

    I started to wonder this when a client said: “Getting in the newspapers is good for reaching the older market, but social media is where it’s at these days.” A few weeks later I heard someone say: “You don’t need the press now there’s social media.”

    Here are five reasons why your brand needs exposure in the traditional media today.

    1. Coverage in the traditional media reaches a bigger audience.

    The fact that media organisations have huge followings on social media shows you people are still reading newspapers, watching television and listening to the radio. And most likely they have more social media followers than you.

    At the time of writing, I have 369 followers on Twitter, my local newspaper has 13K followers, the Guardian has 9.7m, and BBC News has 12.3m. How many have you got?

    When you post on social media you reach the people who have chosen to like or follow you. That’s if the algorithms are working in your favour. And you need to encourage likes, comments, and shares to reach more people.

    If a newspaper picks up your story you will reach its wider audience. And one of the many benefits could be more people choosing to follow you on social media.

    2. An article on a news or trade magazine website will help your SEO.

    The main ways to boost your search engine ranking are:

    • Through effective use of keywords
    • Valuable and relevant content
    • And backlinks.

    A backlink is when another website links to your website. This shows the search engines that what you offer is of value to others. Search engines especially like backlinks from high-quality authoritative websites, including media websites. If you can get a backlink on the website of a national newspaper or leading trade magazine, for instance, you can boost your search engine ranking.

    3. Bragging rights.

    A feature in a national newspaper or an interview on television gives you something to shout about. You can use it to boost awareness of your brand among your target market. And it will give you valuable content, especially for your social media marketing.

    Here’s some ideas on how to make the most of your media exposure:

    • When you’ve got that interview booked alert your friends, family, and social networks.
    • After it’s happened save the link, take screenshots, and photographs of the publication.
    • Add a banner on your website, saying something like ‘as featured in’.
    • Promote your coverage on social media.
    • Use the footage of your television appearance on your YouTube channel, and on your other social media sites.
    • If you were on the radio upload the broadcast to your website and social media channels.
    • Use Twitter or LinkedIn to thank the journalist/media outlet for their time.
    • Write a blog post about your experience.
    • If you get a lot of publicity in the media feature it on your website as a ‘as seen in’ section or page.

    4. Media coverage gives your brand more credibility.

    By featuring in a publication that is well regarded by the reader, you’ll strengthen confidence in your brand. The media is still the public’s most trusted source of information. This means that when you feature in the media you will build trust in your brand. This study  shows interesting differences in levels of trust between traditional and social media.

    5. You’ll stand out from your competition.

    Media exposure raises your profile. When you appear on television or in a newspaper, you become more familiar with the public. When they need your product or service, they’ll be likely to think of you first.

    Do you think traditional media still has a role to play today? Comment below, I’d love to read what you think.

    To chat more about how media coverage can help your business or organisation email me at joanna@joannawoodhouse.co.uk.

    For more insights into the worlds of journalism and copywriting, and for writing tips, follow me on Instagram, Facebook, and LinkedIn.