1.Always include a high-res picture Including a picture is vital when sending a press release, as it’ll help your story get more attention. Pictures with people in work best, rather than just a product on its own. Around 1MB or higher is perfect, but don’t feel like you need to go out and buy an expensive camera to take these – your smartphone camera is good enough!
2. Include full names, ages and job titles This is information that is needed for every story and it helps if the receiver doesn’t have to chase it up.
3. Include a video Video helps stories go a lot further online, so having a video attached to your story will not only give it a bigger online reach, which will be good for you, but it’ll make the receiver want to publish the story as they will get more hits to their website too.
4. Make it personal It’s common courtesy to address the person you’re sending an email to, so while BCC-ing is a quick and convenient way to get a story out to a lot of people, it’s always better to take the time to send individual emails. Get to know the person you’re sending it to (it’s never a bad thing to befriend a journalist).
5. Always include quotes Quotes are just as vital as full names in press releases. One will do but more than one is even better. It also helps if the quote is coming from the person of highest relevance to the story – avoid the quote always coming from the marketing manager at your company, as this is obviously a cut-corner. *note – this is the only time the press release should be written in the first person.
6. Include a phone number It’s so important for your reader to be able to get hold of you easily if they need extra information from you. Journalists often work to tight deadlines so if they have to spend time chasing you and miss their deadline this could affect your story negatively.
7. Assume your reader has a high level of intelligence but a low level of subject knowledge Stick to layman’s terms wherever possible. Using simple vocabulary is always favoured. Similarly, don’t overload the reader with too many words.