As a knowledge entrepreneur, you are more interesting to the media than you currently think. In your industry and business, newsworthy events take place regularly. So why are you still not getting into the news with ease? Because you don't think about writing and sending out a press release. Or because you don't think you have anything interesting to say Spoiler alert: that's not true! A good press release can make the difference between a small local business and a recognised player in your market. The difference? The action you take today!
Just take a look at Janine van Vliet-Docter’s Wall of Fame. After she had obtained an important certification and received an international award, she got in touch with the local and regional media. Thanks to the training she’d done with me, she knew exactly how to turn this into a newsworthy story. In no time at all, she rang me, full of enthusiasm: “Linda, it’s worked! My press release is in the local and regional newspapers.”
And not much later, her story was picked up by an industry magazine and even the national media! This is exactly why I share this story with you - so many entrepreneurs are sitting on goldmines of news without realising it. Do you want this too? Then read on to learn more about the power and importance of press releases for knowledge entrepreneurs like you!
What is a press release?
This is short article in which you share news with journalists and other media. It is not the same as that enthusiastic LinkedIn post or newsletter to your clients. A press release speaks the language of editors and follows their rules so they can publish it with minimal changes.
Think of a press release as a story you tell to someone who doesn't yet know you, your company and your news. It should be objective, contain all the important information, and be interesting enough for a large audience to publish. Where an advertisement tries to sell, a press release neutrally informs about what is happening at your company.
When do you use a press release for your business?
One of my clients thought she only made news at major milestones. Until she realised that her ISO certification, local award and new collaboration with three other SMEs were all newsworthy. Within three months, it was in various media several times.
Seasonal news also works extremely well. Are you launching a new sustainable sunscreen? Perfect for a post in April. Are you organising a workshop for children to teach them the value of money? Media love educational initiatives. Do you support a local charity? These are also newsworthy topics.
How do you decide the subject of a press release?
Choosing the right topic starts with one crucial question: "Why would anyone else find this interesting?" Not your mother, not your best client, but a large group of average newspaper readers. If you don't have an answer to that question yourself, neither does a journalist.
Use the newsworthiness test. Is your story topical (is it happening now)? Relevant (does it touch a lot of people)? Does it have conflict value (are you solving a problem)? Does it involve prominence (well-known people or organisations)? Or does proximity play a role (locally/regionally relevant)? The more boxes you can tick, the more newsworthy your story.
What does the format of a press release look like?
Give the file a recognisable name. Always start with "PRESS RELEASE" followed by the catchy title of your press release. Then the content of the press release. Consider the scanning strategy of readers, the journalist in this case. They want to get to the core quickly to determine whether the article is interesting and useful to them.
Make sure the file is easy to read by choosing a sans serif font such as Arial in size 11 or 12. Use short paragraphs and enough white space to increase the readability of the piece.
How long is a press release?
Less is more - that is the golden rule for press releases. A powerful press release is between 200 and 300 words and fits comfortably on one A4 sheet. Journalists don't have time for long stories. They want to be able to judge within 30 seconds whether your story is worthwhile. And there is literally limited space for media publications.
Remember the "One Message Only" principle: one message, one message. Are you trying to say too much in one press release? Then you will lose focus and limit the impact of your message. It is wise to send several short, powerful messages than one long story that nobody reads. If you have several things to say, think beforehand about when and to which audience you will distribute your messages. You want to avoid flooding the inbox of editors and journalists with messages like a tsunami.
What should go in a press release like this?
A sexy, attractive press release - because that is what we want - has a recognisable structure that journalists can scan immediately. Always start with a good headline that excites and arouses curiosity, possibly supported by a subtitle that provides context. Follow up with an intro in which you immediately give concise answers to the most important questions.
In the following paragraphs, you go into depth to provide the reader with more detailed information about your topic. Here you have room for substantiation and to connect with the reader. Include concrete figures, interesting quotes from stakeholders, and relevant background information. Work towards a logical and catchy ending.
What should be in the lead of a press release?
The lead - that first bold paragraph directly under your headline - determines everything. This is where you catch the attention of the journalist who decides whether your story will make the news. A good readable lead always answers the 5 W's and the H: who, what, where, when, why and how.
Start with your most newsworthy aspect and make it personal right away. Try starting with a statement. Instead of "Company X announces..." start with: "Three in four entrepreneurs in Almere struggle with staff shortage, discovered [sender name] when they...". That way, you draw the reader straight into the story.
How do you close a press release?
You close a press release professionally with a note for editors. This gives the final information they need for follow-up questions. In 2-3 sentences, give more information about the sender and include the spokesperson's contact details. This should be someone who is available on the day of and days after the press release is sent. The person should be knowledgeable about the topic.
An effective sample press release
To give you an idea of how I build a professional press release, I will now do something I don't often do: share with you a very good example from my own practice. With this press release, we, author Lotte and I, managed to get her no less than 12 publications. I share the headline, subheadline and lead with you and a bit of the breadth text, as we call it in journalism:
Would you like to receive the full press release from me? Then connect with me on LinkedIn and send me a message with #PressReleasePiekerProfessor, and I’ll be more than happy to share with you the formula for success that helped Lotte get featured in no fewer than 12 different media outlets, ranging from newspapers and glossy magazines to radio and podcasts.
How do you send a press release to a journalist or editor?
Sending your press release is just as important as writing it. Start by building a targeted press list. Find journalists who regularly write about your sector and the topic of your press release.
Ideally, always personalise your e-mail to the journalist. No mass emails to "The Editor", but a personalised message starting with Dear [name of journalist]. Start your e-mail with a catchy subject line and provide a concise summary of up to three sentences before referring to your attached press release.
In what format do you send your message?
Always send your press release in two ways: as a Word document in the attachment and as copied text in the e-mail. The Word document retains your formatting and makes it easy for journalists to copy the text for their article. The text in the e-mail makes it easy for journalists to read your press release directly without any extra handling. Remember, they receive hundreds, sometimes thousands, of messages every day and work under great time pressure. The faster and easier they can scan, and therefore read and review, your press release, the more likely they are to read your message.
What else do you send along with your message?
The chances of getting your press release published become even greater when the picture is complete. Literally and figuratively. Always send at least 2 professional photos (one landscape and one portrait) along with the press release that support your message.
Professional photos are not optional - they are essential. Journalists always choose the press release with a photo over one without. Provide the photos with a flashy photo caption that acts as a teaser. Add infographics, additional articles or research data if necessary, but keep this limited - too many attachments scare off. And that slows down the process until possible publication.
When is the best time to send out your press release?
Timing can make or break your press release. If you respond to current events, don't wait too long to send out your press release. If you have more freedom to decide when to send your press release, good days are Tuesday to Thursday. Monday in the early morning some editors are usually too busy with weekend news, Fridays are often too quiet because everyone is preparing for the weekend.
Perfectly timed press releases are much more likely to get published. But also know: sometimes doing what others are already doing is not the best thing. For instance, I have sent out a press release at crazy hours because I had no choice, and the journalist called within five minutes and the expert was broadcast live on BNR the next morning.
What do you do once your press release is sent out?
Sending out your press release is only the beginning. Professional follow-up significantly increases your chances of publication. However, wait 2-3 working days before calling or sending a follow-up e-mail. After all, journalists receive an immense number of messages per day.
Be concise and specific when you call: "I wanted to check if you received my press release about..." Offer immediately to provide additional information. Keep track of which media you have approached and their responses. This will help refine your press list for future press releases. (Yes, we too at Ease in the News keep statistics and test what works, and what gets picked up quickly and goes viral).
What if my messages don't get published?
Disappointment is understandable, but use it as a learning opportunity. Analyse why your message may not have been picked up. Was the topic newsworthy enough? Was the timing poor? Did you appeal to the right target audience?
Consider alternative approaches. Maybe your story is more interesting to other media. Or can you reposition it from a different angle? Sometimes it's a question of timing - save your press release and try again later.
Writing effective press releases and mastering the art of press approach is a skill that any entrepreneur can learn. I am convinced of that. And I also believe that every author, expert and entrepreneur should learn and be able to do it. It gives you so much freedom, insight and mega opportunities for that exponential growth of your brand awareness.
With the right approach, as a knowledge entrepreneur, you will get the same media attention as big players. The secret? Understanding what journalists are looking for and translating that into your unique story.
Would you like to learn how to identify your newsworthiness? How to write press releases that actually get published? Would you like to understand how journalists think and how to approach them? Or do you need help developing a PR strategy? Then book a strategy session with me, Linda Graanoogst. Because one publication isn’t really a publication.
Will you soon be in the news with ease? And do you want it to stay that way?
Linda Graanoogst,
PR expert, MediaTrainer and founder of With ease in the news
P.S. Link with me on LinkedIn so I can help you further along the way!
