When it comes to press releases I’ve seen both sides. I’ve received hundreds, possibly thousands in my career as a B2B property journalist and I’ve also helped property PR’s write them.
The purpose of a press release is clear, to tell journalists your story so, hopefully, they will think it is interesting enough to tell their readers.
What journalists are looking for is the facts and figures and a good, usable quote (more on the latter in a moment).
Your press release, once it has pinged into a journalist’s inbox is theirs to do with what they will. It becomes their story, not yours.
A journalist will most likely want to add their own take, expand on it with some research, additional information, comment or opinion.
It may involve interviews with you, your peers, your rivals, a person on the street or anyone else they feel has value to add to the story.
Value-add for readers
They aim to write something that best serves their readers. What value can they add for their readership, not what they can do for you, your business and brand.
Once, when out doing interviews for a regional property feature, I was told that I should be doing my bit to boost a particular area.
Continue reading “What a B2B press release is – and isn’t”