‘How can I come up with a good angle for my press releases and content?’
It’s something I know PRs wrestle with, particularly as non-comms people in the business don’t always understand what is newsworthy or how journalists work.
And it’s something I faced as a regional features editor, visiting the same cities several times a year. Some markets hadn’t changed since the last time they were covered, but I still had to find a fresh feature angle.
I’d love to present a formula for making something worthy of a press release or coming up with a strong story angle, but there isn’t an easy one.
What I learned is to look at a story from different perspectives. So here are some things to try or consider which could help shape a story… or article.
What sort of stories do your target publications typically run? What detail do they generally include, and what is the hook they use for similar stories?
You need to be up to speed with these things anyway, but a quick scroll through some similar story might reveal the angle you need to go for.
It will also highlight if certain information is always included and where there might be a barrier to certain stories getting picked up.
For example, for property investment deals, some publications/websites may only publish stories with the price paid and the yield.
This should also be part of your research. Who reads the publications or websites you want to target with this release? What sort of information is helpful and useful to them?
I regularly used to get press releases from a company which made window boxes which was never going to be something that would interest commercial property agents and developers.Continue reading “Finding a strong story angle for B2B press releases”