Good press releases are worth their weight in gold and are solid components of your PR and Marketing armoury.
Professional press releases need to be concise, interesting, thought provoking, and, for best results, should adhere to certain industry guidelines. A press release is a public announcement that your company wishes to make to the media. By its very nature, it should have real news value and be of interest to people outside your organisation.
Our Co-Founder and Managing Director, Mandy Brooks, offers tips on how to write compelling professional press releases that hit the mark:
Make sure the headline is direct and to the point; just give a short description of what’s being announced. Read the headline and ask yourself – So What? If you are not convinced then try to word it differently for greater impact.
Keep the first paragraph to three or four simple sentences that answer the following questions: Who? Why? What? When? Where?
Avoid overselling the company up with meaningless phrases. Instead, try to present the whole story in one easily digestible paragraph.
The body of the release should exclude all extraneous material. In particular, any phrases that don’t mean anything shouldn’t be in there. If you’re going to describe what a product or a company does, do it without too much marketing jargon.
Always make sure that the company web site is listed, and that the names, numbers, and email addresses are given for anyone who will be handling enquiries from the press. Name two people, if possible. Add yours/the company’s twitter handle so press can use that for contact or find out more information – both the website link and the twitter link are also valuable for SEO purposes should it be distributed online, or if the press release is published online.
We offer press release & PR training on a range of subjects, from Social Media to speaking to the press.
Call us on 01483 537890 or, alternatively, email us email@example.com and we can help you engage with your target audience successfully using Twitter!
Clueless on SEO, unsure of whether you should #FF or scratching your head at the prospect of writing a meta description? Fear not, as we have compiled the ultimate jargon free Social Media and Digital Marketing glossary, ensuring you have a better understanding of these rather technical terms! With Social Media & Digital Marketing becoming more useful and influential, it’s worth keeping up-to-date on these concepts!
Breadcrumbs – A navigation trail for somebody who visits your website, giving direction of how to return to the homepage from any given page, e.g. Homepage>About Us>Careers.
Direct Message (DM’s) – A method of contacting privately other Twitter users, often only achieved if there’s a mutual follow, yet, depending on privacy settings this isn’t always the case.
Embedding – incorporating an external web link into your digital platform which displays content from a different location. i.e. a video from YouTube, slides from SlideShare video or photo which is hosted outside of your publishing platform.
Engagement rate – a metric which shows the number of interactions with your digital content, i.e. visiting a webpage, clicking on a link, expanding a photo, likes, retweets, commenting: interacting in general. The higher the metric, the better the content!
Geotag – Twitter & Instagram allow people to ‘tag’ or pinpoint a location e.g. London, which involves the directional coordinates to be attached to content like a picture.
GIF – aka Graphics Interchange Format, a series of pictures or animation/clips from movies used to illustrate an emotion or even in response to a live event.
HTML – ‘Hypertext mark-up language’, programming language used to build and edit a website.
Impressions – the number of times content is viewed without it necessarily being searched or even clicked on.
Live streaming & live tweeting – delivering content over the internet in real-time, i.e. Periscope (Twitter) & Facebook Live. Tweeting, in real-time, live updates or events.
Meta description – description of your website or page which appears in the search results.
Ow.ly & bit.ly – tools that shorten the original URL of a webpage to considerably less characters. Highly beneficial to Twitter , where a maximum of 140 characters can be used in any post, which also includes analytics to determine click-through.
Promoted/sponsored content – content that is promoted and paid to appear by advertisers, in targeted publications or as the primary result from a search engine query. Often used to quickly raise the profile of a brand or product in association with a topic, keyword or service.
PPC – ‘Pay per click’, a fee is paid every time someone clicks on the advert.
Page rank – in a Google search ,it is where your page appears in relation to a relevant search query. Ranking is determined by Google’s algorithm which includes factors such as: relevance to search term, frequency of clicks, freshness of content, how long visitors spend on the page & HTML structure. Ideally, it’s best to ensure you appear on the first page of results, as 80% of searchers won’t click past the first page Page (reference?)
SEO – ‘Search engine optimisation’ is the practice of affecting the visibility of a website within search engines. Broadly speaking, methods to improve SEO can be categorised into two areas:
On-page SEO – Relevant, fresh, concise content which visitors spend time reading, and hopefully sharing, tells search engines that your page is valuable and your website is current. Seamlessly weaving keywords into well written content that loads quickly, is easy to navigate on any format, whether on a computer or mobile, helps with on-page SEO.
Search engines constantly crawl and index websites. Displaying quality content in a structured format that search engines recognise, improves ranking. So make sure page attributes such as meta descriptions, alt tags and sector titles are all present.
Off-page SEO – Simply put, this is the process of having links to your website from credible web sources. Search engines rank websites in terms of authority and relevance. This is where reviews, professional affiliations, PR, social media and customer endorsement online can be used to help boost your ranking. I.E. If you are a member of a trade organisation, have a link to and from their website.
Scheduling – using a social media platforms advanced functionality to schedule the publishing of content in advance, often used to target individuals in different time zones.
Trending topic – a list of the topics that are currently generating the most interest on social media. Clicking on the topic link reveals the most popular associated content.
We hope these explanations are helpful, if you are interested in other definitions do let us know!
At brookscomm we have over 20 years’ of PR expertise and a proven track record of success. We can aid you and your business, call us on 01483 537 890 or, alternatively, email us firstname.lastname@example.org
This one was a particularly special night, I am lucky enough to know one of the band members, and he kindly invited us to the gig. And that’s BEFORE he knew I would write a review!
AVERAGE WHITE BAND, RONNIE SCOTT’S, LONDON 14/07/16
Let’s go round again. The good times rolled at Ronnie’s as an expanded and rejuvenated average white band had the punters on their feet ….
The walk on music to which the Average White Band took the stage was “Let The Good Times Roll” by Ray Charles. And the good times certainly did roll.
The two original AWB members, Alan Gorrie and Onnie McIntyre have rejuvenated the band, recently enlarging the group from a five-piece to a seven-piece outfit. The sound is bigger and funkier, with additions Rob Aries on keyboards and Cliff Lyons on alto sax joining the uber cool Fred “Freddy V” Vigor on tenor sax and the accomplished Rocky Bryant on drums. The line-up is completed by the super talented Brent Carter on vocals.
The founding duo were in fine form, relaxed and in good humour with Gorrie excelling on vocals and bass. Kicking off with “I Just Can’t Give You Up” McIntryre, the much-imitated driving rhythm force behind the band’s distinctive style, hit the groove immediately, providing the heartbeat of the band. Gorrie said the group was going to get through “as much history as we can” and that’s precisely what the audience had come to see — a big slice of soul history.
Classic after classic ensued. Standout tracks included “A Love Of Your Own”, Cliff Lyons with an inspired alto sax solo, the Bobby Womack-inspired “When Will You Be Mine” and “Atlantic Avenue” both from the “Feel No Fret” album.
The very much not Average White Band is alive and kicking. The secret of the group’s longevity is McIntyre and Gorrie surrounding themselves with quality musicians, faithfully reproducing the classic AWB sound, but with room for individuality and improvisation.
Halfway through the gig and “Work To Do” brought half the audience to its feet. By the encore of “Let’s Go Round Again” and “Pick Up The Pieces” virtually all were up and grooving with arms in the air. As one Ronnie’s regular remarked on leaving “I’ve never see Ronnie’s rock like that before”.
I’m currently studying for a career in Marketing and recently spent some time with the team at brookscomm team to learn about what goes on at a busy PR and Marketing agency. Here’s my account:
On arrival at brookscomm I was greeted by the team, they instantly made me feel welcome and comfortable amongst them. I was firstly taken for an introduction chat where Mandy gave me an overview on PR and the objectives of the business. This was very helpful as it meant I was able to get some background on the company I was working for. After Mandy had finished, Jo then took over and spoke in more detail about how the office is run, she also informed me of the tasks I would be carrying out.
Mike was next to approach me, he specialises in digital marketing which is one of my personal interests. He took me through various slideshows on personas and how PR is properly used for B2B. I found this very informative and beneficial. Mike is a very good communicator and is able to give you the relevant information whilst making you think and analyse for yourself.
The other member of the team is Ali who I worked with later in the day.
My first task was to do some research into blood doping for one of the clients, this was very difficult due to the variances in this subject however I was helped by Mike who was able to direct me correctly.
A team meeting was then called, the whole team gathered to discuss the position of their clients and their objectives for the coming days. I sat in on this session, it gave me an insight into how a PR businesses makes decisions and handles its clients. This meeting was positive throughout and each member of the team looked for my input which made me feel comfortable and able to contribute where appropriate.
After lunch I went back to work with Mike on the new website design. I analysed the website and then did similar for competitors, this exercise allowed brookscomm to get a new opinion on its website and what may be beneficial to change or maintain.
I concluded the day by working with Ali. She walked me though the process of getting a press release published, she also outlined the benefits of doing this for both the brand involved and brookscomm. She involved me in the process which was fantastic as I was able to see the theory behind it then get involved in the practical element of the press release, this gave me the tools to write my own press release.
My day started by drafting a press release on one of Brookscomm’s clients. I did some research into the product, made some notes, and looked at similar products and their press releases. This research allowed me to have an in depth knowledge of the product and then write a press release. This took me the whole of the morning to complete. After lunch I sat down with Chaz Brooks who gave me feedback on my work, He was able to point out what was done well and how I would improve next time. This was helpful because I was able to see which aspects of my work needed altering.
Using Social Media
My next task was to compose some specific tweets about the business re-branding. Mandy sat down with me and communicated what she wanted to see being tweeted. This was a relatively simple task for me as I am a keen user of Twitter and other social media. The only thing I struggled with on this task is using appropriate language to reach my target audience.
Overall my experience with brookscomm was brilliant, they offer a highly professional working environment whilst making all the staff welcome and comfortable. brookscomm is an open forum for new and existing ideas to be considered and implemented. Everyone that works for brookscomm is clearly very well trained and believe in what they are working for, this means their personal and business goals complement each other and become easily reached through hard work. I am very thankful to be given the opportunity to work for brookscomm and its staff, I believe I have learnt skills and techniques that will benefit me immediately and later in life.
I’d like to thank Mandy, Chaz and all the staff for welcoming me into their work environment and sharing their knowledge with me.
A hobby of mine is attending concerts and writing music reviews. I’ve done over a dozen of these now and I’m pleased to say, that the reviews are never edited by the paper. It shows that if you keep to the brief and the wordcount things are printed as you want them to be!