Establishing good public relations starts with media communication and press release writing
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Last time, I shared with you─How should new startups seek media exposure?
Based on my previous experience in the media industry and my contacts with many startup teams in recent years, I found that many domestic small and medium-sized enterprises or startups have a huge demand for press release writing. It is a pity that people generally do not understand the properties and needs of the media, which often leads to bottlenecks in the communication process. Over time, it becomes difficult to convey information to the public through the media.
Therefore, I want to use this article to talk to you about how a new startup team that is in the stage from zero to one can use the correct information and methods to find the right market entry point? Then, through communication and communication with the media, we promote the highlights of our own products. Of course, it’s not just friends who work in public relations who need to pay attention to understand the relevant details. General professionals are also suitable to learn about it!
According to Wikipedia’s Introduction, a press release, or communication draft, is a news-style promotional document, a communication document sent to the news media by companies, institutions, governments, schools and other units to announce news-worthy news.
The basic structure of a press release must be based on the “5W1H” principle, that is, through this press release, you must know: Which unit issued the press release? When is something going to happen? Why should I explain it to everyone? What is the reason you want to say? Where does it happen? How to participate or purchase goods?
When writing a press release, an inverted pyramid structure is usually used. The inverted pyramid structure is the writing rule for most objective reports, and it is also the most common narrative structure for news writing. In other words, write the most important information first, write only one fact in a paragraph, and mainly state the facts, but do not express opinions.
The advantages of inverted pyramid writing include the ability to write quickly, facilitate quick editing and deletion, and help readers and listeners quickly read and grasp key points.
How to write a press release? I think you can get to the point with just one stroke (get to the point). What are the benefits and value that thinking can bring to readers? You can provide different content or entry points for individual media, but also remember that the purpose of publishing a press release is to convey useful information, not just to promote promotions. Be careful not to promote yourself too much, lest you end up wasting your time.
To sum up briefly, I think that if you want to convey information to the public through the media, you must master the following key factors:
- Concise and powerful, allowing readers to absorb information effortlessly.
- The content has original viewpoints or special interests.
- Can meet readers’ needs or assist with problem solving.
- The writing is smooth and logical.
- Combined with the trend of current affairs, it is easy to be forwarded, shared or rendered.
- Lock media or news channels with appropriate attributes.
As for how to interact with the media, I think we must first understand the attributes and needs of different media, master the intelligence of journalists in relevant industry lines, and treat media reporters with empathy and fairness.
Recently, due to the raging epidemic of new coronavirus pneumonia, various industries have been depressed. Therefore, all walks of life are looking for opportunities to break through and be exposed. If you happen to be in charge of media relations or marketing for your company, how do you find topics that the media is interested in covering?
For example, take “Business Weekly”, “World Magazine” and “Digital Times” as an example. Although these magazines all belong to the category of financial media, the focus of events and the angle of entry they focus on may be different due to different target groups, media attributes and positioning.
So, now you know what to do?
In addition, everyone should also remember that news value trumps everything else. Never do anything that violates workplace ethics for the sake of publicity, or treat one person favorably over another, or break trust with reporters. It is true that the process of communicating with the media is full of details, and press release writing is also somewhat different from general copywriting. Well, everyone is welcome to come and communicate!
★ Featured image source: unsplash.com
★ If you want to learn the skills of media communication and press release writing, welcome to sign up for the July 2020 course!
Further reading
- How do startups seek media exposure? Please be prepared for these
- How to get your website content included in Google News?
- “Brand Marketing Media Public Relations Skills” course experience: Understand the media ecosystem and master the direction of community management
