Every journalist can confirm that they receive hundreds of restaurants press releases on a weekly basis. Let’s be honest, most of them will not get published. If you want to receive positive feedback and spread your message to the public, your press release has to stand out the crowd. If you send just a typical press release copied from the internet, your release will finish in the trash.
In order to avoid such a tragic scenario, you should master the skill of writing creative press releases. We would like to share some recommendations on how to stand out from the competition and attract the attention of journalists.
Copy and Paste Your Press Release
Most journalists appreciate when you send a press release that can be copied and pasted. It is the way to make the lives of busy journalists easier. Choose a text format that allows you to paste your text directly into the article.
Unfortunately, journalists continue receiving press releases in a PDF format. It is a nice format, but it does not fit for writing assignments. You can trick the format and copy/paste the text, but there is a risk that the overall experience will be poor and the formatting will look weird and not professional at all. Also, you should not send essential information as an image. No one is going to retype the text for you by hand. Most journalists do not recommend attaching any additional information, just write it in your email. Stick to things, which make everybody’s lives easier.
Include High Quality Images
Do you agree that the web is driven by the media? If you work in the restaurant industry, you know that photos impact your business a lot. If you develop the food/beverage brand, make sure you have eye-catching images of your products and services. Your clients are curious to know and see what exactly you do.
If you plan to send a corporate event/news/press release, make sure you have excellent photography to include. You should never attach tiny images with 640 pixel resolutions. Professional images have a big size, so it is better to upload them to free cloud storage such as Dropbox, Flickr, Google Drive, etc. and share a direct link. Journalists appreciate when companies share links to several photo formats/sizes. By helping journalists, you increase your chances to get published.
Pay Attention To Details
When you send your press release, make sure you provide enough details. Journalists and your target audience want to know everything about your news or upcoming events.
Watch Your Grammar and Style
When you finish writing your press release, you need to check it through special programs. Some of them are excellent, free, and allow you to polish the text before sending it to the media representative.
Give Enough Timing To Journalists
Never send your press release a few days before the event. It is better to send your text in advance. Remember that you are not the only one to send releases. There are many other news and events happening at the same time. Journalists have to cover many topics.
Don’t Be Shy To Follow up
You wrote your press release and sent it to several journalists. Do you think your mission is accomplished? It is wrong to think like this. You should always send follow up emails and gently remind them about your press release.