writing press releases

“Press releases that are actually used by journalists”

Mediacoaching Editorial boosts your media exposure by drafting press releases the same way that newspaper articles are written.

Journalists receive dozens of press releases every day. They cannot read them all in detail - and most of them are quickly binned and forgotten, even if the information could have been used.

Facts, figures and evidence

To grab the journalist’s attention, a press release must be precise, concise and above all it must deliver valuable information.

The journalist is looking for a good news angle, but above all he wants facts and figures that he can use to illustrate his story. He wants a story that will surprise and stimulate him.

The press release must read like the kind of article the journalist himself might write. The subject must be defined, the message should be angled towards the target audience and the copy should include quotes and evidence given by key players.

As editors, Mediacoaching Editorial’s experts know what questions to ask. They know which quotes will work. They know what facts and figures will make the journalist sit up and take notice, and what will make that journalist’s editor jump at the story.

Their experience will also tell them what should be removed from the the press release, information that could bore or divert the journalist from the all important message your organisation needs to communicate.