How To Be Newsworthy
There are any number of reasons to send a news release. Some arise as part of your business and some you can manufacture in order to gain free publicity. Use this list to prompt you to make your own annual plan.
The News Release
Traditional MediaYour news release needs to be reasonably short. Preferably on one page, about 250 words and double spaced. Make the paragraphs self-contained so that copy can be lifted straight into an article or used in its entirety. Write as you would like to see it in the publication but study their style in advance. Just state the facts and don’t over-hype your service or achievements. Use adjectives very sparingly and remember who, where, why and when in the first paragraph.
Develop an enticing headline to grab attention, since journalists probably won’t give you more than a few seconds to interest them. Try to avoid words like ‘announce’ or ‘announcement’. They are overworked and date your information. Always put someone’s contact details on the release and make sure that they
are available to answer questions or give further details. Don’t forget to date the release.
A photo is really what newspapers want. Not the typical ‘grip and grin’ style with two people shaking hands over a giant-sized cheque. They want something interesting, different and a bit quirky or unusual. Let your imagination run wild and then take the photo or get a professional in. It is far better to have a close up of two people than a shot of 20 where you can’t see who is who.
Don’t send these photos unless you are asked to. Mention that they are available in the press release and then wait to be asked for them. Alternatively publish them on your website and make them downloadable by the journalist.
Electronic Media
Many people and organisations have signed up with Google News and Yahoo! News to receive online press releases based on certain keywords that they have submitted. Apparently, 27 million people use these news portals every month and a well-optimised press release can reach the first page of these news services within 24 hours. After this they can then find their way onto the regular search engine in less than a week and stay there for six months.
When you are creating an optimised press release you need to put your two primary keywords into the headline and the sub headline. Add a link to your site (or a specially constructed page on your site about what is in the release) and then submit the release to all the online wire services. Of course, just as in the offline world, you need to have something interesting to say and your release must be well written.
Press Pack
Your press pack is to help a journalist get easy access to background material on your hotel. It is not for using as a direct mail piece. All details should be very factual, with few adjectives. You will need:
- Background: about your hotel, its history, facilities and contact details. Highlight what is unique and quantify your offer. Statistics help.
- Biographies: short profiles of the owner and chef plus anyone else with an interesting story (e.g. housekeeper been with hotel since it opened in 1969).
- Photographs: use a professional if possible and include pictures to go with the biographies plus illustrations of key facilities. Put them on CD for easy access.
Tips For Dealing With Journalists
- Don’t hassle journalists after you have sent the release.
- Send to only one contact at each publication.
- Find out deadlines and send well in advance.
- Only send the release if contents are different and newsworthy.
- Always include your contact details.
- Don’t send attachments to e-mails.
- Always check address and contact details.
- Let journalists/food writers eat alone in your restaurant if they wish.
- Always be available for further information request.
- Don’t try to set terms for an interview.
- Make sure you have read the publication that you are sending a release to.