You only have one chance to make a good first impression. This adage is especially true in the case of writing and distributing a press release to the media. Sloppy, inaccurate and pointless releases are the first to hit the bottom of a reporter’s trash can. To make sure yours isn’t one of them, consider these suggestions:
Accuracy Counts
It is better to not send a press release at all than distribute one that is plagued with typos and inaccuracies. Make sure you thoroughly proofread the copy and provide the necessary contact information.
Write About a Newsworthy Story
This is the most crucial element of a press release. If the story you are pitching is not newsworthy – if it is not a subject the media is interested in pursuing – then the press release is a waste of time.
Think Like An Editor
If you have the ability to get inside an editor’s head and learn what he is thinking about, then you will have success in getting stories published. If you learn what editors want – what they are looking for in a story – then you will see your restaurant’s name in print often.
Relevance is Crucial
Tie yourself in with a news event and make yourself part of a trend. Editors and reporters are always searching for interesting companies to include in trend stories and current events articles.
Be Persistent
It does no good to send out a press release and then wait for results to occur. That practice is lazy and ineffective. If you believe in your story, and you believe that it’s right for a particular media outlet, you need to have thick skin to see it in print. Send a pitch letter before you send a press release. Follow up with an e-mail and a phone call reinforcing your willingness to answer questions and provide more information. If one editor says no, try somebody else. If they all say no, come back at them with a different story angle.
Hire an Expert
To increase your chances for an effective public relations campaign, hire an expert who has been there and knows how to communicate with the media. It is beneficial to work with a publicist who worked as a reporter and/or editor before venturing into the public relations field since that person knows how to speak the language of the media and craft story angles that result in coverage.
TRG provides Public Relations services including press releases
For more information call 877-777-6175 or email us at info@trgrestaurantconsulting.com
