wordwork is the website for John and Annie Malcolm of JDM Marketing Ltd in Aberdeen, Scotland
wordwork is the website for John and Annie Malcolm of JDM Marketing Ltd in Aberdeen, Scotland

Media releases

As with writing for the web, composing a media release which successfully gains strong press coverage is a specialist copywriting skill. Journalists are trained to weed out hype and waffle, so the guiding principle is to be accurate and objective.

 

Media releases are written pyramid-style, with the bones of the story in the first two or three paragraphs. A strong headline always helps catch the eye - never forget how many press releases arrive every day in a journalist’s inbox!

 

Journalists also appreciate quotable quotes, which need to be credible but not bland – often a difficult balance to achieve. A touch of personality can be a very worthwhile nugget in a media release.

 

When wordwork issues a media release, we often include accompanying editor’s notes with a short profile of the client company, including links to key website pages. Journalists sometimes have longer industry features to produce as well as hard news stories, and a well-crafted news release can lead to valuable secondary media coverage.

 

Here's a recent example of a clear, concise media news release for stopsave ltd, a successful height safety specialist based near Aberdeen:

Media news release on new distribution agreement for Stopsave Ltd
A short, simple news release for a growing specialist safety provider.
stopsave PR.pdf
Adobe Acrobat document [74.9 KB]

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