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10 press release top tips

ALWAYS put yourself in the shoes of the journalist and ask yourself what he or she would find interesting and newsworthy.

NEVER assume that journalists have any interest in your client's advertising spend - or that your client holds any interest for him or her unless it's in the shape of a strong story.

NEVER use three words where one wIll do - KEEP IT SIMPLE!

ALWAYS avoid self-congratulatory adjectives to describe your client, its products or services.

NEVER use technical jargon unless it is welcomed and understood by the target publication.

NEVER try to tell a story with quotes - they are there to provide colour only.

ALWAYS be careful with your use of tenses. A common PR mistake is the use of present tense verbs like "explains" or "says" when entering or exiting a direct quote. The words have already been "said" - so use the past tense.

ALWAYS try to write the release in the style used by the target publication. A poor writing style will do your client's profile more harm than good.

NEVER attempt to hide bad news at the end of a release and expect the journalist not to notice. Be upfront and honest with bad news (if you have to share it) - don't try to hoodwink a journalist!

ALWAYS be prepared to take a bold approach with headlines and intros.

Stubbs PR Limited
12 Castle Hill
Duffield
Derbyshire
DE56 4EA

T: 01332 843 923
M: 07766 865355

VAT Registration Number 935 3596 94
Registered in England number 6596472

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