Want a journalist to read your press release? This is what you need to do...

Hello, I'm Lucy and as a freelance journalist, copywriter and former magazine editor, I've seen my fair share of press releases. Some give information on new releases (the latest drop of Nike trainers perhaps), others share new stats or stories. But there are always some press releases that stand out more than others. If you're a PR, here are a bunch of key points that will help give your release a little boost...

1. Get to the point. As you know, the first few lines are the clincher. On a busy day, a journalist isn't going to read much further if they're not sucked in by that first paragraph. And they defininitely won't read on if they have no clue what the release is about in that first para. Who, what, where, when...

   
   

2. Sell it with the subject line. An obvious one, but I will always open up an email if the subject line appeals to me. You could personalise it to the journalist too and their publication.

   
   

3. Is there any new information? Perhaps a stat or a new SHOCKING expert opinion? Otherwise, why would a journalist use it?

   
   

4. Suggest some article ideas. I find this helpful on those days where I am so done with thinking up ideas that my brain has gone to mush. A little inspiration from a PR can help a lot, as long as it's original.

5. Don't make it too niche. For some publications and titles, niche is great. But for the nationals for example, you likely want to make it a little broader and make sure it's relatable to lots of people. This will likely get more pick-up.

6. Avoid it being too London-centric. Unless you're targeting London press, make sure that what you're pitching is relevant to Maureen in Manchester or Luke in Leeds. You get the drift. Otherwise it cuts off the majority of the country and let's be honest, London is like its own little bubble. Whilst London is drinking kefir, another part of the UK is still getting to grips with avocado on toast.

7. Have an expert ready. For me personally, a good expert is ideal for exclusive quotes and extra information. Link their credentials and website too.

8. Offer exclusivity. If it's a particularly juicy story, then offer it as an exclusive.

Want a release written from the eyes of a journalist? Or simply want some advice on a story? I've written releases for all sorts of brands, from yoghurt to muscle balm, snacks bars and nose sprays. Get in touch and let's get your releases the attention they deserve!

Me. Pre run. During this run, I had six and a half hours to think about blog ideas.