It has never been easier for organisations to get their messages out.
People have been saying the press release is dead for some time.
With evolutions in the media landscape, we are often told it is an outdated approach in 2023.
Yet the Jockey Club showed how impactful a press release can be as it used one to announce major changes to the Grand National.
The high-profile race will be reduced to a maximum of 34 runners from 40 next year as part of measures designed to improve safety.
The move follows three equine fatalities across the three-day Aintree meeting this April.
At more than 2,600 words, the changes came in the form of one of longer press releases I have seen. It's ‘top weight’ - to borrow a horse racing phrase.
But the content offers value.
The changes it is making to the race are clearly articulated.
And there are quotes from seven different sources. This includes its chief executive, the person who led the review, the trainer of this year’s Grand National winner, the regulatory authority of the sport, a former jockey who rode two winners in the race and even the RSPCA.
The sign-off process this must have needed brings me out in a cold sweat. Getting quotes from different sources and ensuring everyone is happy with what everyone else is saying was always a headache during my comms career.
Yet despite those challenges, the quotes sound natural and human – they have not been stripped of meaning or personality by the approval process.
Here’s what Ruby Walsh, a leading jockey turned pundit, said: “The Grand National is the showcase event for a sport I love dearly. It’s iconic and I don’t think you can overstate how important the Grand National is – it’s a Saturday in April when non-racing people watch our sport.
“People enjoy it and it’s up to us in racing to make sure that they continue to enjoy it.
“I think these changes represent the evolution of the Grand National. The world is ever-changing and the Grand National and indeed horseracing, like any other sport, has to be prepared to change.”
The proof these quotes used in the press release offer value comes in the fact they have been carried in the resulting media coverage.
And that coverage has been broadly positive or at least neutral.
Considering Hill Sixteen died after sustaining an injury in the race this April, and there are strong opinions on both sides of the debate, the Jockey Club would surely have settled for headlines like this from its announcement:
Grand National: Aintree reduced to 34 runners in 2024 and changes made to first fence amid horse welfare focus Sky Sports
Grand National changes: 34 runners, first fence moved and no more parade Guardian
GRAND PLAN: Grand National undergoes radical overhaul with five major changes confirmed including slashing the number of runners The Sun
Grand National undergoes five huge changes as number of runners cut and fences moved Mirror
Grand National legends back field size reduction as Aintree unveils major changes to big race Racing Post
But perhaps this should not be surprising.
As we’ve previously discussed in our media training blogs, press releases have been around for more than 100 years. And research shows journalists continue to want to receive them.
Cision’s 2023 State of the Media report surveyed more than 3,000 journalists worldwide.
It revealed press releases are considered the most useful source for generating content and ideas and that alongside newswires, they are one of the two most trusted sources of stories.
So, how can you create a press release that grabs attention?
Newsworthy
Before you think about writing a press release, consider whether you have something newsworthy to say.
The news might feel exciting in your organisation, but will anyone else care?
Bit harsh? Well, company news does not automatically make something newsworthy. Unless it passes the ‘so what’ test we discuss during our media training, journalists will not pick it up.
The TRUTH acronym we use during our media training offers another good test.
Topical – Is it new? Is it something people are talking about?
Relevant – Does it matter to the intended audience? Who does it affect? Will they care?
Unusual – People want to hear something surprising, unexpected, or that they have not heard of before. Is it the first? The biggest? The smallest?
Trouble – Does what you are announcing tackle a particular problem or resolve a source of conflict and frustration? Does it challenge conventional thinking?
Human - The crucial human-interest element. What does your story mean for people? What impact will it have on your customers?
Multimedia
Both press releases and the media have evolved.
Visual storytelling is crucial.
The Cision report says press releases containing multimedia elements get up to six times more engagement than text-only ones.
So, it is no longer just about the words.
What images, video, infographics and data visualisation can you include in your press releases?
Case studies
Case studies help show journalists how the story can be brought to life and who can help them tell it.
But don’t include the whole thing at this point.
Instead, feature a couple of quotes from the case study to help grab attention and make it clear you have those people - and others - available for interview.
Quotes
And this brings us seamlessly to quotes.
They are a crucial part of press releases. And the ones in the Jockey Club press release are excellent.
But often quotes in press releases fall into the trap of saying little of meaning. Or read like leaders and subject matter experts patting themselves on the back.
No one cares how “excited”, “thrilled”, or “delighted” the CEO is about announcing a new service or launching a new product. Nor do we need to know how “passionate” they are about a particular topic.
And we don't need them to repeat what we already know.
That is all pointless and boring.
Quotes should offer something that sounds conversational, human and punchy – essentially something a person would say to someone else. They should provide insight.
It makes them more usable and gives journalists an idea of what they might get from the spokesperson if they request an interview.
Ideally, you should use a quote around the third paragraph of the press release.
Punchy
If we are to be critical of the Jockey Club, its press release is hefty.
But that is mainly because of the number and range of people commenting.
It is not full of waffle.
But most press releases should be more concise. Aim for around 400 words – a fairly typical newspaper story length.
And make sure the story is presented at the start. Don’t begin by telling journalists all about your company.
Target
It might feel tempting to send your press release to all your media contacts.
But that may not help secure the coverage you want. As much as journalists say they still like press releases, they do get infuriated by those that are not relevant.
Three-quarters of the journalists who took part in the survey said they would block a comms professional who spams them with irrelevant pitches. When asked what comms professionals could do to make their lives easier, 74 per cent of respondents said, “understand my target audience and what they find relevant.”
We recommend adapting and tweaking press releases for different audiences.
For example, you must draw out the local angle to help attract regional media interest.
And the technical aspect may need expanding to secure trade media or specialist coverage.
Contact information
Don’t forget your contact details.
If you have the attention of journalists, make sure it is easy for them to get in touch with you for more detail and to organise media interviews – and we can help ensure your spokespeople are best prepared for the media interview opportunities that come your way.
Media First are media and communications training specialists with over 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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