In my previous post, drawing on my experience as a former journalist, I offered my views on drafting attention-grabbing media releases that may encourage (professional) journalists to actually consider publishing them.
I highlighted the non-negotiable requirement, namely that the content should be newsworthy. It should also be balanced and written well.
A news release is not a company’s marketing brochure. Remember, reporters aren’t in it to help grow your business or drive fans to your Facebook page. They are the least concerned about how your product offers the clichéd “best value for money,” or how your staff are “dedicated to client service” – or how your long-term vision to be the “leading whatever company” in the region will make your enterprise the “business of choice”. What they are looking for is news, plain and simple.