ResponseSource Blog

Press release writing and distribution part one: think about your audience

By Daryl Willcox

5th February 2016

Category: How to...

Preparation is everything for great press releases

I believe the seeds of great press releases really come from the preparation work done before you even think of the idea for your press release content.

The first thing to think about is – who are the people I am trying to reach?

One of the most common complaints we hear from journalists about the press releases they get is that the people writing those releases haven’t thought about the ultimate consumer of their communications – the reader. A journalist’s job is almost entirely dictated by the whims of the reader. The objective of any publication, whether online, print, trade or consumer, is to appeal to a closely defined audience. Think about the audience you want to appeal to, and the sort of publications serving this audience. Get into their collective mind, and you’ll create ‘copy’ (that’s journalist speak for a bunch of words drawn together to form all or part of an article) that appeals to the right people.

Start to think about your audience right from the start of the whole process. As you get better at writing press releases you’ll do this automatically. If you have several different target audiences that your story is relevant to, you can even consider drafting subtly different releases for distribution in each sector. This maximises the chance of your story being picked up by publications with widely different audiences.

Go to the next in the series: Press release writing and distribution part two: finding a great story

Check out all the posts in our full blog series on press release writing and distribution

Related articles

How to...

How to respond to journalist requests and gain coverage – a guide for small businesses

Small business owners can gain fantastic media coverage on their own – without incurring the cost of a PR agency – just by providing useful material to journalists via the ResponseSource Journalis[...] 27th April 2017
How to...

Seven tips for providing images to the media

In our last post we looked at how important images are to the journalists who use ResponseSource. If you’re trying to get your product or client into a story, you’re more likely to succeed if you [...] 19th October 2016
How to...

Don't tell journalists what they *should* be writing about

We recently had some feedback from a journalist who'd submitted a request for very specific case studies. She was understandably frustrated that she'd received a number of replies from PRs with unrela[...] 18th October 2016
New! Check out our Media Jobs board for PR and Journalism vacancies Learn more