So, you have a new company or brand focused on fashion, media or design, and you need more traffic to your online shop or website.
Most of your friends and colleagues know of your business, but that is not enough. You know you could get bigger media attention from local newspapers and magazines. How should you reach out and get noticed?
Today, I am going to walk you through the five essential elements of an effective press release: news angle, key information, trusted source, map of success and long term goals.
Let’s jump straight into it.
What is your news angle?
Most press releases are sent to media publications, which are then read by journalists. Journalists are trained to identify the news angle of every pitch before tackling it. Another way of thinking about the news angle is considering the “so what?” factor. It is kind of like when you are really excited about something and an unknowing person asks, “so what?” Your response to that should mirror the language you use in your press release.
If you are a fashion designer wanting coverage in a fashion publication, your “so what” may be that every piece of clothing is handmade. Or if you’re a photographer with an emerging media agency, your “so what” would be your one-of-a-kind eye for fashion photography or portraitures.
Your “so what” should open and lead your press release. If it is relevant and strikes a chord, then you will be in there. The next part of an effective press release is a little more complex.
Reveal the gems.
This part of an effective press release can either be super easy or extremely difficult. At this point, the journalist or editor wants to know more about your company or brand. Specifically the gems of your functioning. What are the benefits of using your products or buying your services? How are you adding value in your industry?
A graphic designer might want to help other companies and entrepreneurs better organize their brands and identities. A ghostwriter may want to help other creative entrepreneurs tell their stories to the world or their industry through publishing an autobiography.
Knowing the value you bring to your potential clients and audience will help you in many areas of business than just writing a press release.
Says who?
Who else feels the same way about your business? Who else can attest to its integrity and skill level? For the next part of your press release, introduce a quote from an authoritative source such as the CEO of the company, or a public figure who enjoyed your product or service.
You have already established a connection with the reader of your press release. Seal the deal by adding authority. While we usually tend to dislike authority figures, they are a great feature for your newsworthy announcement. Also, journalists need quotes for stories; the more information you can give, the better.
Map to success.
What steps have you taken thus far to ensure the initial success of your business? By initial success, I mean how have you ensured the first couple of months during your launch will go smoothly? This information is a factor because it shows your reader you have plans to succeed. No one wants to write about a business that is over in two months. This part of the press release validates your plans for longevity.
Long term goals.
This is a short section to briefly explain your long term goals. If you do not have any, take the time to brainstorm at least three to share in your press release.
Three goals for a fashion copywriter launching her consulting company:
Be the premiere choice for fashion brands who need copy by 2018.
Create jobs for other fashion copywriters in Philadelphia.
Gain credibility fashion copywriting on the east coast.
Of course these are just examples; your goals will make more sense to you and your business path. Goals lead your future actions. High goals mean even greater action.
Lastly, add an ‘about me’ section in the bottom lefthand corner. This can summarize your “so what,” beneficial features and offerings. Add more specific facts such as address and founding year.