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Press releases are a presentation of facts, written especially for journalists in the hope of publication or broadcast. They are an opportunity for brands, businesses and organisations to reach their target audience through the medium of the media.
They aim to tell the world about any of your own interesting stories, which could be anything from product launches and new appointments to events, innovations or award wins.
Although becoming less important with the explosion of social media and the digital revolution transforming media as we know it, they can still be very effective at securing positive media coverage and are therefore a great way to boost your profile and subsequently attract new customers.
Press releases are either written by yourself, someone within your company or an external supplier such as a PR agency or freelancer.
No matter who writes them there are many common mistakes people make when drafting press releases. Here are the top 10 and how you can avoid making them yourself...
Title | Third person | Information | Punctuation | Lazy copy-writing | Including quotes | Using CAPS | Short is not always sweet | Press releases are promotional - not advertisements | !!!!!!!!!!!! and !
Mistake 1. Your title isn't working
The title of your press release is the first thing a journalist will see, so make it concise, enticing and gives a good overview of your story. Make your title something that will encourage the journalist to keep reading. Avoid lengthy, detailed titles that go on and on and on... Keep it punchy. If you really must use puns, make sure they are witty and avoid any cliches at all times.
Mistake 2. Writing in the first person
If you read any news story, you'll notice everything is written in the third person – unless we're talking about quotes from actual people, of course. There will never be any 'we did this' or 'I think that' within the body of a well-written press release. You have to imagine that someone else is telling your story at all times. A good tip is to pick up any newspaper and see how stories are written. You'll notice everything is in the third person – as though the journalist is telling the reader about someone or something else.
Mistake 3. Not providing enough information
You can't make assumptions that journalists will know everything about you, so make sure you include all the facts. Try to add a summary in your first paragraph, including things like where you're based, your company name and the whole angle of the story. You wouldn't believe the amount of times I've had to use Google to look up where a company is based, so I can add it to their story on Creative Boom. Some journalists won't be as patient, so make sure you add all the information.
Mistake 4. Forgetting to add proper punctuation
If you're going to write a press release it's essential you use proper punctuation throughout. Journalists are so time and resource poor these days, so make their job as easy as possible by providing 'ready to publish' copy, i.e. so they don't have to muck about and double check everything you've written.
By supplying first-class copy first time, it will also gain you a solid reputation as someone who is reliable and provides quality press releases every time... someone they'll want to publish stories for again and again.
Mistake 5. Lifting copy from an internal newsletter or website
Copy written specifically for your own website or internal company newsletter will not work for a press release. It will undoubtedly be written in the first person, be too self-promotional and won't have a journalist in mind. Don't be lazy by providing something that you've already used internally. Start from scratch and write your news story specifically for the newspaper or magazine you'll be targeting, i.e. copy their own style of writing.
Mistake 6. Not making the most of quotes
Once you've established the angle of your story, you should always provide one or two quotes from yourself or a spokesperson within your company. But whatever you do, don't let these quotes go to waste. They are the only thing journalists can't change, so make the most of them by throwing in some strong key messages. Don't repeat what has already been said elsewhere in the press release – use quotes as an opportunity to really sell yourself and your business. Keep it positive, upbeat and to the point. Just remember to make the most of it.
Mistake 7. Using CAPS
Something that really bugs journalists is the use of CAPS to emphasise certain names or words throughout a press release. For example, CREATIVE BOOM is an online magazine for the creative industries. It just looks odd and adds unnecessary workload for the journalist, i.e. they'll only have to go back through the entire release and change everything to lowercase. Avoid CAPS because you don't need to highlight your company's name – it will be quite obvious without.
Mistake 8. Short isn't always sweet
Although you never want to waffle when drafting press releases, don't make the mistake of not providing enough content. More than anything, a journalist will want to get all the facts so make sure you include as much information as possible. You can still be concise and stick to the point but just don't forget to include every little detail. If in doubt, consider the 'Who, What, Where, When Why and How?' golden rule and whether you have answered all of those essential questions.
Mistake 9. Making your copy too promotional
When you've completed your press release, sit back and read it through. Does it scream 'Buy Me!' or have you simply informed the reader about your company news? You see, although press releases are promotional, they are not advertisements. They are a presentation of facts, so keep it factual and use objective copy at all times.
Mistake 10. Over-hyped copy (exclamation mark, exclamation mark)
Copy that is littered with exclamation marks and wild claims about your products and services screams spam and will only end up in a journalists junk folder. Avoid unnecessary adjectives like 'amazing' or 'beautiful' because it will only read like an advertisement and that's something you must avoid.
Read the full article here
Article from Katy Cowan
A writer, journalist and all-round creative, Katy is Founding Editor of Creative Boom. She launched the site in 2009 to support others, as well as indulge her passion for creativity. She loves to discover and champion emerging art, photography and design. Follow her @CBKatyLou
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Press releases are a presentation of facts that are sent to journalists in the hope that they will get published and turned into stories. Whether you are approaching a website, magazine, newspaper or broadcast media, a press release aims to shout about something you have done or achieved, helping to raise the profile of a business, company, organisation or even a person, to consequently boost business and profile.
How you write a press release is determined by the 'who, what, when, where, why and how?', i.e. what's the story about? When's it happening? Who's involved? Where's it taking place? How is it happening? Why is it happening? Read these tips on how to write a press release, if you're stuck.
So when you've painstakingly put together your own press release only to find that nothing gets published, how do you find out where you're going wrong?
The following reasons will show you why you might be struggling and how you can tackle them:
Subject | Press release as an attachment | PDF's - straight to delete | Have you sent everything they need | Image in the correct format | Well-written | Promotional for salesy | Relevant | Nagging to get your article published | Attachments can be security risks | Be patient | Sending press releases rather than advertising | Advertorial |
Your subject line looks like spam
When sending your press releases to journalists, make sure you copy and paste the headline into the email subject line. Ensure the headline is punchy, interesting and eye-catching. Don't put things like 'Read this!!!' or 'LATEST NEWS FROM US' – it will just look like spam and is likely to get deleted.
You included the press release as an attachment
Journalists don't have time to open documents, that's whether they're PDFs or Word Docs. Simply copy and paste the headline of your press release into the subject line and then paste the rest of the press release into the body of your email. Make it as easy as possible for the journalist to extract the information and they're more likely to use your story. By all means, attach the document as well – to cover all bases.
It is also worth noting that some media companies are now refusing to accept press releases as attachments due to security risks that files may have on opening. Some even have automatic blocks on e-mails sent with attachments.
You used a PDF
PDFs are an absolute pain for any journalist. They're difficult to extract information from and are so annoying that I simply delete any press releases I receive in this format. Seems harsh but they take up so much of my time that I've grown to despise them. I can not emphasise this enough – do not use PDFs. Copy and paste your press release into the body of the email and make it really easy for the journalist to use your story.
You haven't sent everything they need
Journalists don't have time to chase after you, so make sure you send everything they need first time. That includes the press release and any accompanying images. Don't assume they'll contact you for additional things they might need – just send everything they do need first time. Don't make them chase!
You sent the wrong type of image
Journalists spend most of their time replying to emails requesting an image. By the time they get what they need, the journalist might have lost interest in your story. Send the right image along with the press release and you'll have a much better chance of seeing your story published. Just make sure you send the right image, which means Jpegs with at least 300dpi and a minimum of 500KB for print and 'web-ready' images for online publications.
Journalists won't have time to open up Photoshop and edit images themselves, so make sure they're right. Finally, always send Jpegs as attachments to emails. If sending large files, use WeTransfer or share a Dropbox link so the recipient can easily download them.
Your press release requires an entire re-write
Some press releases are so poorly written that it's difficult to understand what they're actually about. Nine times out of 10, a journalist won't have time to re-write the story. Make sure your press release is well-written, concise and factual.
Your press release isn't newsworthy
It's an obvious reason, but journalists will only be interested in press releases that carry a genuine story. So make sure your press release has a strong news angle and isn't just something that's trying to sell your products or services.
Journalists will only ditch press releases containing lots of sales messages, so keep it factual and newsworthy. What makes something newsworthy? Well, have you just launched a new product that's different from anything else? Or won a client in an unusual way? Put a 'journalist hat' on and consider the sorts of stories that are more likely to get published.
You clearly don't know the media
Before you issue any press release, investigate the media you're targeting. Do they have any specific sections where your story would fit in? Do they have a certain style of writing? Do they prefer to have a chat over the phone or do they like to be emailed instead? Get to know the media you're targeting and you'll stand a much better chance of achieving coverage.
You're becoming a pain
If someone is constantly nagging a journalist with questions like 'when is my story going to get published?', then they'll be more inclined to move your press release straight to the trash can. Let's face it! None of us like to be hassled. It only leaves a bad taste in our mouths. To keep the journalist sweet, don't chase too much and don't become a pain. Respect them and understand that you can't secure coverage for everything, as it's really up to them.
Be patient
You may send an article and have checked and it has not been published. This does not always mean it will not be, as the journalist/editor/web-master may have put your article in the 'to-do' file!
If you have followed all above and really feel your article is newsworthy, then send a polite message. Never get angry or send a 'thanks for not publishing my article' e-mail as it will surely ruin and chances you have for future articles been published.
Sending press releases rather than advertising
Some people will spend hours upon hours writing their own press releases and sending them out over and over again in the hope they will get published AND in the hope it will bring them lots of business from it, rather than simply place an advert with the publication. They do this as they do not want to spend any money on advertising - with anyone.
Do not think that the journalist/editior has 'missed' the obvious mention of a company/business or (if web-based publication) hyperlink to a website.
A press release should have a story and be interesting, rather than a subtle (or not) so way to promote - these are known as advertorials. If the place you are asking to place your release has advertising options you may want to considere these before sending such a piece.
The main of this article from Katy Cowan - A writer, journalist and all-round creative, Katy is Founding Editor of Creative Boom. She launched the site in 2009 to support others, as well as indulge her passion for creativity. She loves to discover and champion emerging art, photography and design. Follow her @CBKatyLou
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Following last weekend’s event at the new venue in Spielberg in Austria, the MotoGP field now returns to a more familiar circuit and one which has a history of producing close and exciting racing. The Brno track features long straights, fast and slow corners, big elevation changes and downhill braking sectors, all added to a medium level abrasive surface which gives a complete test to riders, machines and tyres. With such a complex number of factors, Michelin will supply tyres to cope with the stresses that will be placed upon the rubber, both from the stability needed for good braking and the grip required to power the bikes out of the corners. With six left turns and eight right-handers, the layout has a more symmetrical appearance than some of the recent tracks MotoGP has visited, but the extra rights and the speed of these turns means Michelin will supply asymmetric rears, both of which will have a harder right shoulder to combat the extra demands that will be generated around the circuit.
With the technical demands that will be faced, Michelin has a range of tyres designed to perform in all conditions and for all riders and machines. A selection of three front tyres in soft (identified by a white band), medium (no band) and hard (yellow band) will be available. These will be matched with two brand-new rear tyres that were first used at the Barcelona test and are aimed at providing the riders with increased traction. Available in soft (white band) and medium (no band), these rear MICHELIN Power Slicks will make their racing debut at Brno. The full range of MICHELIN Power Rain and Power Inter tyres will also be available to provide the best options for changeable or inclement weather.
The Automotodrom Brno, also known as the Masaryk Circuit, is situated in the south-east of the Czech Republic in the area of Kyvalka, about 20km from Brno city centre and 200km from the country’s capital Prague. Its position is in close proximity to many neighbouring countries such as Hungary, Slovakia and Poland, making Brno one of the best attended races of the season and a huge crowd is expected to gather around the hillsides of the natural amphitheatre that forms the setting for this beautiful circuit. The present 5,403m Brno Grand Prix circuit was built in 1987 and is located in woodland near to the old street circuit which originally staged road-racing events from its inception on the 1930’s right up until the end of 1986.
Michelin and the riders will take to the track on Friday 19th August for the first two free practice sessions, with another free practice the following morning. Saturday afternoon will see the all-important qualifying sessions where grid places will be decided for Sunday’s 22-lap race. The main event will get underway at 14.00hrs local time (13.00hrs BST, 12.00hrs GMT) on Sunday 21st August.
Piero Taramasso – Manager of the Two-Wheel Motorsport Group: “The Brno circuit is certainly a big test for tyres, as it features just about every type of corner, a medium abrasiveness and lots of changes in elevations, with over 70 metres of difference from the lowest to the highest points on the track, so we need to have tyres that can cope with the stresses that are placed upon them. The front tyre needs to be very stable under braking and the rear has to have a high level of grip to give the best drive out of the corners. We did test at the circuit last year, but it rained so we don’t really have any valuable data – unless it’s wet! We have already come a long way this season with the development of our tyres so we think that with the information we have gained over the first 10 races of the season we are in a good position to supply the correct tyres for the circuit, despite the lack of dry testing that we had when we came here. The Brno event is always a special one on the calendar and attracts a huge crowd, but sometimes the weather can be very unpredictable, we just hope that this weekend stays dry and warm, unlike some of the recent races we’ve had.”
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This machine was raced by Barry Sheene at the August Bank Holiday meeting at Oulton Park in 1979. 
UK importer Heron Suzuki was interested in promoting production-based racing and had asked Paul Dunstall to enter Yoshimura-prepared engine factory GS1000s in TT Formula 1 events in 1979. Barry Sheene was the Texaco-sponsored Heron Suzuki team's number one rider in Grands Prix and his dislike of racing heavyweight four-strokes was well known, once referring to them as 'muck spreaders'. Nevertheless, Barry acquitted himself with distinction in his one-off ride at Oulton, finishing a close 2nd to Honda-mounted Ron Haslam. Indeed, the Suzuki star might have won had he not been balked by a back-marker on the final lap.
The Bike Café at GMEC is open every day during normal business hours. Drop in for hot and cold refreshments or stay for something to eat such as The Big Breakfast, Bacon Baps, Pies, Chilli Con Carne, Jacket Potatoes, Burgers, Cold Sandwiches, etc, etc... Bike Night every Wednesday from 5pm – All Bikes welcome!
Predominately selling Motorcycles, Quads and Scooters, (new and used), Clothing, Helmets, Parts and Tyres, with a workshop for repairs, paintwork, servicing, rebuilds, tyre fitting, MOT and much, much more… GMEC are proud to present the ex-Barry Sheene,1979 Dunstall Suzuki GS1000 F1 on display.
where: Unit 2 - 3, Merry Lees, Spital Road, Staxton, Scarborough, North Yorkshire, YO12 4NN
tel: 01944 711596
website: www.gmecmotorcyclesplus.co.uk
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e-mail: [email protected]
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As somebody who has been the voluntary and totally-unpaid chairman of a successful registered charity for almost 24 years, few things anger me quite as much as greedy and immoral ‘charity professionals’ whose only reason for being involved in any charity is blatant greed and self-interest. Not one of these vastly over-paid ‘executives’ would have any involvement in these charities if they were not receiving a big fat pay cheque and a ‘generous expenses package’ as they euphemistically refer to the open-chequebook used for their own convenience and comfort.
Most bikers are rightly proud of their long history of supporting charitable causes; I just wish they would take the time to find-out how much of their support would be syphoned away by overpaid staff and/or greedy middle-men before deciding which charities to support.
The charity sector is riddled with these gravy-train charities, Save the Children, Help for Heroes, Cancer Research UK and so many others should be taken to task for such blatant piracy but there seems little political will to do so and the much-vaunted ‘Charities Commission’ has fewer teeth than a daffodil when it comes to controlling the unbridled rapaciousness of many charity executives.
The only way these grasping bastards will ever be put out to pasture is if enough of the public get wise to their unconscionable greed and withdraw their support.
In 2015 twelve of the top 100 charities paid their highest earners more than £300,000 and thirty two of the top 100 charities paid their highest earners more than £200,000. And it’s not just the highest paid employees that people need to be aware of; Cancer Research UK has 189 employees who are each paid more than £60,000 per year, with its highest earner on £230,000 per year.
Here’s a prime example of a greed-riddled charity that is overflowing with avaricious executives who are riding the gravy-train in the 1st class carriage. In February 2014, the Daily Mail reported the following information about the charity ‘Save the Children’:
The charity ‘Save the Children’ has more than twenty of its executives on salaries of more than £100,000 per year. The Chief Executive of Save the Children International, Jasmine Whitbread is paid around £234,000 per year, and yet she still had time to take a second highly-paid job alongside actress Dame Helen Mirren and artist Tracey Emin in Marks & Spencer’s ‘Britain’s Leading Ladies’ fashion advert campaign.
The chief executive of ‘Save the Children UK’ Justin Forsyth is on £163,000.00 per year. There have been questions raised in parliament about the indefensible salaries paid to these executives.
Priti Patel, a member of the House of Commons ‘Public Administration Select Committee’, said: “Taxpayers and individual donors who bankroll these charities will be shocked to see the size of these colossal fat cat salaries. They deserve to know how decisions are made about salaries and who is paid them. The culture of secrecy that exists in some charities must come to an end.”
Charlie Elphicke MP said: “Think charity and you think volunteers rattling their collecting tins, vocation, and compassion. You don’t think of mega-salaries. It’s unacceptable and it has got to change. Charities should be open and transparent.”
OK, this might seem a bit ironic coming from a greedy overpaid Tory MP with a huge expense account, but the point is no less valid for that (and that will no-doubt be a rant for another time).
I remember a similar call for something to be done about the blatant piracy within this charity’s executive five or six years ago but obviously nothing was done about it.
The 2015 Third Sector ‘Charity Pay Study’ reported the Save the Children International highest earner to have been paid £257,000 – £267,000. It also reported Save the Children International as having 184 employees who are paid £60,000 or more per year.
Only public awareness and the boycotting of these corrupt charities will force them to change. All it takes is a little bit of thought and a few minutes research to be sure that your charitable cause is not a gravy-train for greedy immoral bastards!
Even setting-up an on-line system to enable people to donate to a charitable fund-raising event can be a bit of a minefield. ‘Just Giving’ are one of the best known on-line charitable giving companies. Sadly they also take a commission from the donations made through their system and they charge any charities signed-up to this system a standing monthly charge irrespective of whether or not any donations are received in that month.
Registered charity The National Association for Bikers with a Disability (NABD) refuses to sign-up to ‘Just Giving’ for these very reasons.
If you are thinking of setting-up an on-line donation page for a charity event there are one or two providers who do not fleece you or the charity you are supporting. Both ‘Give As You Live’ www.giveasyoulive.com and ‘BT Mydonate’ www.btplc.com/mydonate operate in such a way that every penny raised via your event page goes directly to the charity you nominate and there are no charges to you or to the charity you are supporting for this service.
So, what about an example of a charity that doesn’t divert donations into fat-cat salaries?
Well I know of one for certain, because I have been involved in it for 25 years. The National Association for Bikers with a Disability (NABD) guarantees that 100% of every donation will go directly towards the purpose it has been donated for.
We have only two paid employees (admin staff); both are paid a rate agreed as fair after consultations with several trades unions (and this year, for the second time in five years, both have volunteered to forgo their annual pay revue to help the charity meet growing costs). The costs of employing these two paid employees are funded from the proceeds of our own direct fundraising events and merchandise sales, so none of it comes out of donations.
All of the National Committee members and other official representatives of the NABD are unpaid volunteers.
The question has to be asked, If a bunch of ‘raggy-arsed bikers’ can manage a charity this way, why can’t these so-called ‘professional charity executives’? And perhaps an even more pertinent question is: Why are so many bikers and bike clubs still supporting big gravy-train charities instead of an honest volunteer-led charity run by bikers for the benefit of bikers?
If you’d like to know more about the NABD, see www.nabd.org.uk
Rick Hulse
(A slightly abridged version of this article was first published in Back Street Heroes magazine in July 2016).
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THE BIKER GUIDE® are proud to be affliated to the NABD.
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