The Travel Institute’s Hot Tip Tuesday weekly newsletter recently offered you six ways to make an impact with a news release in July. Here are five more ways for you to consider:
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Keep it short. You’ve got a lot to say, so you’re ready to write a two-pager. Keep the release between 400-500 words. The same goes for headlines; there is no magic length, but the key is making your headline punchy and powerful so the media are intrigued enough to read more and cover your news. And, links to more information are an easy way to keep the length in check while ensuring the details are readily available, too.
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Don’t go it alone. There are several online services that connect media with subject matter expert sources such as yourself. Most of these services are free and extend story/interview requests via email several times a day.
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Don’t send attachments unless you know the recipient well. Attachments often trigger spam, so, instead, paste your release into the body of the email. This also encourages a quick read on a mobile device as needed.
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Utilize the internet. The internet is a fantastic research tool to find sample news releases, media contact lists, wire services for distribution purposes—even headline help. Internet ideas will certainly get your creative juices flowing. And when it comes to search engine optimization, be sure you understand the importance of using keywords.
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Follow up. Just as you follow up with clients, the same applies to media. If your news is published or you’re quoted in a story, email the reporters and thank them for the coverage. Your follow-up is even more critical if your news release isn’t published or you didn’t make the story. Using a positive tone, express your interest in the coverage, inquire about the angle and/or the value of the news, and offer your expertise for future articles. Maybe even share some additional insight or a related trend for a different story.
