• Your quarterly or annual financial results
  • IPOs, mergers and acquisitions, or stock offerings
  • The appointment of a new CEO or changes to your company’s Board
  • Important new product launches
  • Major milestones like 50 years in business or reaching 100,000 customers
  • Recruitment drives
  • A community initiative as part of your Corporate Social Responsibility programme
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Digging in: the importance of developing a PR strategy

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  • Body copy: The main text of the release, which can include a headline, a sub-headline if required, and a few paragraphs describing the who, what, when, where and why as well as come quotes.
  • Images: It’s important to include one or more supporting images: These should be action shots that grab the eye and relate directly to the content. Include low res images to keep the email file size low, but let editors know that the high resolution versions are available for any print outlet that needs them.
  • Boilerplate: This comes at the end of the press release and gives any additional information about the company a journalist might need. It’s usually a condensed version of your ‘about us’ page in a single paragraph. Keep this short and sweet, including only the essentials.
  • Media kit: A media kit gives journalists a truly comprehensive picture of your organisation. It can include key stats from your annual report including financials, staff numbers, and the company’s vision and mission. Generally, it includes generic company photos the journalist can use for stories, and press contact details. It might also include but it’s important to have it to hand in case it’s needed. If your company hosts it on their website, you could include a link at the end of your boilerplate. Read more about media kits and how to create one.
  • Contact details: Who should the journalist ring if they have follow-up questions, or want to arrange an interview with someone at your organisation. Make sure this information is up-to-date and accurate, and that the responsible person always replies to journalists promptly.
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  • What outlets have covered you in the past?
  • Who covers your competitors most often?
  • Are there any new publications or prominent blogs you can include that you didn’t look at last time?
  • Who are the most well known journalists in your sector?

What journalists need from PR pitches

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  • How many journalists opened your email, and how many asked follow-up questions?
  • How many publications printed or published your news?
  • Were your key messages included in the story?
  • Was the story featured prominently or buried deep where you had to look for it?
  • Were competitors also mentioned?
  • How many visitors did the press release on your website get?

The essentials of PR measurement

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