No disrespect to the dusty tactics still being taught in journalism classes, but after 30 years of writing content for the media, we’ve developed a better way of telling our clients’ stories. Our media-grade press releases are more effective at reaching their intended audiences.
Back in the day …
Some claim that the inverted pyramid format used for traditional press releases can be traced back to the days of the telegraph. They lead with the most important news followed by a few specifics then end with general background information. What’s often missing in this old formula is the all-important “why should you care” element.
Originally, it was the journalist’s job to turn a release into a relatable story. Today, if a release isn’t compelling, it will be ignored. It doesn’t make sense to use a traditional approach and then simply hope that the media understands the relevance of your news.
What does make sense is giving our clients more control over their own stories.
Our media-grade press releases connect directly with audiences
When we write a press release, it is with the understanding that people buy on emotion and justify their purchases with facts. We provide the media and online audiences with complete, featurized stories. We control the angle. We don’t hit readers with hype. Instead, we connect with them by sharing how our clients’ products help to enhance their lives. Our clients’ messaging and value points become a natural part of these stories.
We refer to our press releases as being “media-grade” because they are written to today’s media standards. Our writers even adhere to journalists’ preferred AP Style. This approach helps reporters and producers envision why their audiences will care about these stories.
We love what we do, and we’re happy to share our advice with you. Contact us for a free press release assessment. We’ll review your release and show you how to give it more spark.
