Page 69 - PR COMMUNICATION AGE July - December 2020

Y Include quotations. Comment Y good story, buried in paragraph Y Include a caption which includes
should always come from a named four; your company's name and the
individual, not your business. names of anyone in the photo.
Y failure to tailor the press release
Y Aim to write a release in a style to the media it is being sent to;
that could be published in your If possible, have the picture
Y sending a press release about a
targeted publications with no business outside the circulation or taken by a press photographer
editing. Ensure you cover the broadcast area; Y A press photographer will have an
most important points at the top eye for the shots the media want.
Y missing the deadline;
so the story could be cut at the
end of any paragraph with no Y sending the press release to the Y Ask your local newspaper to
further editing. wrong person or just to "the recommend a good freelance
editor"; photographer.
Y Keep the text short and to the
point, typically no more than 300 Y spelling the journalist's name Y If the publication knows the
words. Put any detailed or incorrectly. photographer, journalists are
background information in a more likely to look at your press
separate Note to editors at the 6. Photographs release.
end of the press release.
An interesting and relevant
7. PR agencies
picture will always increase
Provide contact details
your chances of coverage Consider using an agency if your annual
Y Below the text, put the writer's PR budget is greater
Y The picture will attract the
name, address, email address and
journalist's attention, even if it is
telephone number. For smaller projects, you can
not used.
Y Make sure the person named is employ freelance PR
Y If the picture is published, it will
available to speak to journalists.
help to draw readers' attention as professionals.
well. Y Choose an agency with relevant
Keep your credibility
experience and contacts
Y Read the release thoroughly to
Plan ahead
check spellings and all checkable
facts before sending it. Y How can you make the photo Provide a clear briefing on what
interesting? Think about the you are trying to achieve
Editors say the ten most background, people, poses, Y Explain what makes your company
products, props and lighting.
common mistakes in connection and your products different.
with press releases are: Y If your story catches an editor's
Y long, boring text with nothing to attention in advance, they may Plan how the agency will work
say; send their own photographer. with your other promotional
activities and agencies
Y dull photos of products (with no Provide pictures that are easy
people) or of rows of middle-aged Y Be wary of agencies that see PR
to publish
men; as the solution to every marketing
Y Check what format the image services need.
Y no quotes;
should be sent in (this will usually
Y failure to think up any angles; be a high quality jpeg). https://www.marketingdonut.co.uk/ R

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