Tips to Get your Press Release Published

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Saskia Constantinou
Journalist, Cyprus

Tips to Get your Press Release Published

Have you ever sent your latest news or event to the press and just been ignored?
Many people in the business community don't understand that press people usually work under a lot of pressure with our middle names being 'deadline.' Depending on the type of journalists you have contacted, we have very short time frames to get important and breaking news out. But it doesn't mean that there isn't a space, or possibility for your event. There ARE ways to ensure that journalists don't simply skim past your release, and give it the attention it deserves.
Here are a few pointers which I would like to share which might help:
  1. Make sure you are sending the release to the correct person. Find out their name and email, and ensure it reaches them. Often, it goes into a junk folder, especially when it is the first email. A quick call to check always helps.
  2. Write accurately and with as much detail as possible. Check that you are writing in the language of the paper or publication when a country has more than one official language. So often I receive mail in Greek which I simply don't have time to translate, and it inevitably sees the Delete button.
  3. Divide the press release into 3 parts with an introduction and all the details, an elaboration of the event and include a quote from the relevant parties, and then a closing paragraph. At the bottom, ensure that you have your contact details including a direct telephone number and email. Sometimes there is insufficient detail, and journalists want to verify facts.
  4. If possible, include both vertical and horizontal images in high resolution. That means at least 300dpi. If you don't know what it means, find out. No paper/publication will print low resolution photos, and they won't go chasing them. Be professional and do it correctly from the outset.
  5. Personal relationships with the media are very important. Take the time to pick up the phone and say thank you or even better, send a At the end of the year, send a thank you note - Remember that saying thank you comes back tenfold.
Good luck and remember, having the media on your side can make your business grow and is the cheapest form of advertising. It's a win win situation as they need quality material and you need the promotion.

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