• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies Communications

How to write a perfect press release to achieve great media traction

by Donald Makhafola
December 9, 2020
in Communications
0 0
0
How to write a perfect press release to achieve great media traction
Share on FacebookShare on Twitter

As a former journalist turned public relations consultant, I know how journalist are always under pressure to meet their deadlines and their inboxes are daily flooded with press releases and media pitches ranging from a CSI campaign to an announcement of a new product or an appointment of new CEO that mostly are not newsworthy or relevant for the media audience. 

Distributing a press release to a generic media contact list without selecting the relevant industry media and specialised journalist who writes on the subject matter, you might miss the opportunity to reach your targeted audience.

I will address why most of these press releases never get a space in the print or even online platforms but end up in the trash. In this article I’m unpacking four points to consider while writing a press release:

Newsworthy: Is this interesting or in the public interest?

When your client comes to you and tells you they want a press release, ask them what is their story. As a PR professional you have to make a determination whether their story is newsworthy or not. If it is not newsworthy is your duty to advise them accordingly or sit down with them and brainstorm new story ideas or ideas you think will result in great media traction.

Audience: Who are you communicating with?

When you have determined the newsworthiness of the story, now you have to determine your audience. This can be mainstream, niche consumers, traders, suppliers, or stakeholders. The marketing team will be in the best position to advise in this regard.

Medium: What channel does your target market prefer?

Once you know and understand your audience, you know what publications or medium you’re going to distribute your press release to. You must never use the general media contact list to distribute your press release because it is going to be a mammoth task or impossible to follow up with everyone and if it is not relevant to their audience obviously, they are not going to publish it.

Writing: Are you answering all questions your audience might have?

Now you have done all your research work and we come to the last point, the writing part. I know all publications have different writing styles but you must write your press release in such a way that it will be easily adaptable to any of the publications you want to distribute to.

The technique of writing

If you cannot tell your story in your headline, make sure that you tell your story in the intro.

  • Use your intro to introduce your story to your audience
  • Don’t use fluffy language Journalists don’t have the whole day to read your press release
  • Be precise and to the point. If you can’t answer all 5Ws and H in your intro make sure that in your second sentence you answer all the questions. No journalist would read your press release from heading to the last sentence if they’re not using it
  • That’s why it is important to have all the important information about your story at the top and leave out all the marketing talk and messaging at the bottom
  • Stay away from adjectives and maintain a sense of objectivity throughout
  • The person you quote in the press release must be the most senior expert in the organisation if not prominent. Your quotes should express sentiment and fresh insights
  • Try to integrate all your key and secondary messages in your quotes

So, what makes a newsworthy press release? News has to be new, fresh, and breaking. News has to be prominent, proximate, informative or educational, stimulative, and relevant. News must have the ‘Wow Effect’. If it gives one ‘So What’ reaction then it doesn’t tick any of these and it is not newsworthy.


Donald Makhafola is a former B2B journalist/editor and he’s currently working as PR consultant at a Johannesburg-based agency and he writes in his personal capacity.

  • Twitter: @DonaldMakhafola
  • LinkedIn: Donald Makhafola
  • Cell phone: 073 300 2033

Tags: business writingcommunicationsDonald Makhafolamediamedia liaisonmedia mentorpress releasepublic relationstips

Donald Makhafola

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?