You’ve written a fabulous media release, congratulations! That’s a big step toward sharing your story and making some serious noise. But here’s the thing: writing your release is only the beginning. Now comes the strategy that helps turn that press release into actual press coverage.
A well-crafted media release is a great start, but the real magic happens in the follow-up. Let’s walk through what to do next to give your story the best shot at being seen, shared, and talked about.
Step 1: Review It. Is Your Message Clear?
You might know your industry inside out, but does your release make sense to someone outside your bubble?
Journalists don’t have time to decode jargon or dig for your point. Keep the language simple, the message clear, and the most important detail right up top. That opening paragraph should do the heavy lifting. If it doesn’t grab their attention straight away, they might not read on.
Step 2: Ask, Does This Align With My Brand?
Before you hit send, take a moment to check: Is this release telling the right story for your business? Does it reflect your values, your voice, and your goals?
If your release could stir up controversy, that’s not necessarily a bad thing, but it is something to be ready for. Make sure you’ve weighed the risks and you’re confident about handling any reaction that comes your way.
Step 3: Include a Clear Call to Action
The media isn’t a mind reader. Tell them what you want them to do next. Do you want them to call you? Cover your event? Interview your founder?
Make it easy for them to say yes. That means spelling out exactly what’s in it for them. Share who they can talk to, what images they can grab, or whether there’ll be talent or spokespeople available.
Step 4: Don’t Forget the Contact Details
It sounds obvious, but it’s one of the most common mistakes, releases go out missing vital info like times, dates, venues or contact names.
Double check (and triple check!) everything is there. Who should they contact? How can they get in touch? Is your email and phone number easy to spot? Can they click through to your website or media kit?
Make it smooth and simple for them to follow up.
Step 5: Plan Your Distribution
Not all media is created equal. A single release might need to be tailored for different outlets, such as social media, TV news, local press, blogs, and industry-specific publications.
And don’t forget about distribution platforms. Make sure your release is where the right people are already looking.
Step 6: Be Ready for the Response
If your story gets picked up (and we’re aiming for that!), you’ll need to be ready. That means being available for interviews, supplying extra info quickly, and making it easy for journos to work with you.
Media opportunities move fast. If you’re not ready, they’ll move on.
Want to Keep That Media Momentum Going?
If you’re keen to keep learning and levelling up your PR game, here are some handy resources:
- How to Write a Media or Press Release for Your Business – Mini Course – A quick, practical guide to getting it right from the start.
- How to Create an Available for Interview Profile to Pitch to the Media – Course – Learn how to position yourself as the go-to expert the media calls on.
- My Book of PR Tips – Packed with real-world advice to make PR feel doable, not daunting.
