How You Can Add More Punch to Your Press Releases
Monday, December 22nd, 2008
This past weekend I covered a story about a local charitable organization giving money to a gym that helps underprivileged youth. The organization had one of those big novelty cheques, and wanted to have a picture in the newspaper of them presenting the cheque to the gym founder.
Unfortunately, the paper shies away from pictures like this. I think the organizations love it because it is proof of the good work they do in the community. But from the newspaper’s point of view, well, there are only so many pictures of giant novelty cheques you can print before it gets boring for you and the reader.
In short, it’s just not novel any more.
What the photographer did instead was set up a very fresh and interesting shot. One thing the gym is known for is teaching boxing skills to the kids. There is a full-size boxing ring in the gym complete with gloves, shoes, headgear, and the whole bit. So the photographer had one of the organization members put on a pair of gloves and start sparring with the gym founder, with the other members looking on from the background.
The picture, which you can see here, is infinitely more interesting than five guys handing another guy a big cheque. In the end, it will draw more readers into the story, benefiting both the organization and the youth gym.
So what is the moral of my story?
Let’s start at the beginning. Before you can get your story in the newspaper, you need to attract the media attention. Say you sent out a press release stating “Local Organization to Present Giant Cheque to Youth Gym”. You may get some press there, or you may not, depending on the organization. However they will not be clamouring to your door to see yet another giant cheque changing hands.
But suppose instead you led with something like “It’s a Knock-Out! Jim’s Gym to Show President the Ropes in Boxing Demonstration and Donation Ceremony”. Now there is a bit more of a story with a great photo op. Add something like all who attend will also get a free boxing lesson, and you’ll generate more interest.
Of course, this exact scenario won’t work for everyone. But it helps to consider what you do, and how you can make that exciting for the newspaper. Get creative and make it an event, not just a ceremony.
Newspapers want to add colourful stories to their pages. Give them an interesting angle and create the story for them, and you’ll be more likely to get them to your door.
Have you come across any interesting press releases or other media event? Let us know in the comments below!
~Graham
