A media release is a handy tool used to inform the media about something newsworthy. A comet dropping on your front lawn is newsworthy. The President popping into your host to business is newsworthy.
The truth that you believe your product or service is the better available in the market is NOT newsworthy.
A newsworthy press release has to grab the eye of the reporter or editor and the intended audience trend press news. So if your organization creates gift baskets you need your press release to grab the eye of certain reporters and your target market (e.g. Christmas gift shoppers, parents, etc.).
Now that we're clear on what we mean by newsworthy let's examine steps to make a media release a magnet for the audiences.
Find your News Hook
First you've got determine the angle for the release. Just because what you're selling isn't alone "newsworthy" doesn't mean you can't tie it into something that's newsworthy.
I'm planning to illustrate this aspect with your gift basket example. Gift baskets are generally full of items which can be comforting, tasty and/or visually attractive. Again, that alone isn't newsworthy.
But when a media release was discussed how students and parents struggle with end-of-year gifts for school teachers the release just might get the eye of education and lifestyle reporters trying to find interesting angles for the education or lifestyle beat.
The idea being made this is actually the importance of the current environment when buying a news hook for the media release. Think of holidays, local festivals, political activity, trends in the economy and any number of environmental news factors that make use of to offer your media release a news hook.
Share Objective Data
In addition to describing a fascinating aspect of your product or service and why it's crucial that you your target market, try to include some objective statistics. Reporters love facts, as do readers.
As an example, if our hypothetical gift basket business owner was to share some statistics in regards to the popularity of gift baskets and recent trends in the kinds of gift baskets preferred by consumers, the release becomes more than merely a promotion and instead a way to obtain useful information for any number of people.
Facts that support what you assert in your press release helps to create interest and credibility in the info you share. A fascinating and credible release is more likely to attract reporters who'll write articles that may attract YOUR target market.
The target of your press release is to help grow your organization so you need to make the creation and distribution of the promotional tactic an integral part of your marketing plan.