A press release is vital for anyone working or wanting to work in the creative industry. A way to tell people about you and an exhibition or new products you'll be showing there, we run you through everything you need to know about putting together your very first press release!
WHAT IS A PRESS RELEASE?
A press release is an essential communication tool used to provide information on a graduate show, when you're launching your own business or a new product. You use it when taking part in exhibitions and also for promoting your work outside of exhibitions. It's a brief summary of what you do and who you are. It has to be eye catching, informative, sharp and to the point.
WHAT IS IT FOR?
A press release enables anyone from the press and the media to learn in a few paragraphs about you and your product. Imagine going round an exhibition, seeing every stand and trying to remember them all. You can see how useful it would be to have all the information printed out or on a screen, ready for the journalist to pick out what interests them.
The press release needs to have a particular focus, or hook – Why should I write about this? And why is it relevant now?
You can use a press release for a specific event, for a new product you are launching or as a news story. A collaboration you have formed with another designer is a typical example.
WHAT WILL MAKE A JOURNALIST USE MY STORY?
The prime focus for any publication, whether online or in print, is to keep its readers so it has to be newsworthy and relevant. Target your press release by selecting publications that you think would be most likely to be interested in your work and analyse the stories they cover.
WHAT SHOULD BE IN THE PRESS RELEASE?
IMAGES
Obviously, every article online and in print needs to some imagery to go with it, so make sure you include imagery with your press release. Make sure the images show off what you're talking about well and are sent as less than 500 KB. No one wants large files cluttering up their inbox.
SENDING THE RELEASE BY EMAIL
AND FINALLY…
Always remember that you are marketing yourself and your business with every email and press release you do. So always be yourself. Be professional and always be positive. Your audience, the journalists, the press and all those you need to contact in the media are quick to recognise a positive attitude!
WHAT IS A PRESS RELEASE?
A press release is an essential communication tool used to provide information on a graduate show, when you're launching your own business or a new product. You use it when taking part in exhibitions and also for promoting your work outside of exhibitions. It's a brief summary of what you do and who you are. It has to be eye catching, informative, sharp and to the point.
WHAT IS IT FOR?
A press release enables anyone from the press and the media to learn in a few paragraphs about you and your product. Imagine going round an exhibition, seeing every stand and trying to remember them all. You can see how useful it would be to have all the information printed out or on a screen, ready for the journalist to pick out what interests them.
The press release needs to have a particular focus, or hook – Why should I write about this? And why is it relevant now?
You can use a press release for a specific event, for a new product you are launching or as a news story. A collaboration you have formed with another designer is a typical example.
WHAT WILL MAKE A JOURNALIST USE MY STORY?
The prime focus for any publication, whether online or in print, is to keep its readers so it has to be newsworthy and relevant. Target your press release by selecting publications that you think would be most likely to be interested in your work and analyse the stories they cover.
WHAT SHOULD BE IN THE PRESS RELEASE?
- Be it with your font or your spacing, make your press release easy to read.
- Put your logo at the top, then the date and in large type the title and sub-title of the press release.
- The key first paragraph must answers the who? what? where? why? when? questions and should be no more than 50 words.
- In the first half of the page, concentrate on the event/product and what makes it newsworthy. Pick out the unusual and new aspects of the design – the materials, the technique, the inspiration.
- In the bottom half of the page talk about your business and yourself. What makes the business/you unique and different?
- Below this, add contact details. You may wish to create an email address just for press, normally press@mycompany.com. Add a phone number too, since it is quite common a journalist may contact you at short notice in order to meet a deadline.
- And of course, double check for grammar and typos!
IMAGES
Obviously, every article online and in print needs to some imagery to go with it, so make sure you include imagery with your press release. Make sure the images show off what you're talking about well and are sent as less than 500 KB. No one wants large files cluttering up their inbox.
SENDING THE RELEASE BY EMAIL
- The simplest method is to email the A4 press release as a PDF and attach jpgs or PDF images.
- Think carefully about the Subject title of the email. You want the journalist to open it, not bin it straight away.
- House the release online, on Dropbox or Google Drive, as this will enable you to send the release and images easily as a URL link. You can also include this URL download on your website to make it easier for journalists.
- Once you have a done a few simple email shots and using the spreadsheet you have created, look at using a system such as MailChimp, which allows you to send Email Newsletters or press releases – to all your press contacts (which you should keep a record of along the way!) in one go.
AND FINALLY…
Always remember that you are marketing yourself and your business with every email and press release you do. So always be yourself. Be professional and always be positive. Your audience, the journalists, the press and all those you need to contact in the media are quick to recognise a positive attitude!