Making your business stand out from the competition can seem a bit overwhelming when you’re staring at your keyboard but, by trusting your own instincts and following a few pretty simple steps, you can land yourself brilliant press and social coverage that’ll not only boost your sales but also your profile. 
 

Working in both editorial and content marketing, we’ve noticed that the most effective email pitches are from people who’ve done their research and know exactly who they’re talking to and what they want. 
 

Follow the steps below and you’ll be able to confidently get your business or brand noticed and shared across print/online/social media and beyond.

 

1. Who should I send a press release to?

 

First of all, sending out a blanket email out to as many people as possible might seem like a good idea but will backfire spectacularly; think quality over quantity. 
 

For example, if you’re cutting and pasting an email to a bamillion people it raises the chances of the following happening: 
 

• You email the wrong person (or you email a team of people at the same company, all of whom think someone else will pick it up). 

• Cut and paste let you down. By sending emails individually you can double check you’ve got the name of the recipient and the outlet correct – the wrong names appear in bulk emails ALL THE TIME. 

• To cut corners you’ve gone for the “Hey there” or “Good morning” approach – which gives the recipient the perfect excuse to delete your email without guilt. 
   

So, if you’ve got a new product to announce or a brilliant news story, think about the 5-7 ideal outlets you’d like to receive coverage from and target them. 

Whether it’s print or online or an influencer you really respect and like, follow them across social, look at the things they profile and, crucially, how they feature them. Then tailor your pitch to them. 

As a side note: make sure you’re contacting the correct person via the right medium (for example, slide into an influencer’s DMs or if you’re a fashion brand then don’t email the editor of a magazine – find the shopping editor or a fashion writer who covers your ideal section) then target them with a tailored opener about why you love what they do. 

 

2. What should I write in a press release for my business?

 

You need to make it short and sweet and use your words and images carefully. In the header of your email, write the name of your business, what it does and what coverage you’re pitching for. For the love of all that is good, do not use a pun or alliteration.

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Then, in the body of your email (after personalising your opener) include:
 

• the news story or product

• release date, price

• USP

• social handles

• plus an online link to buy or discover more

• a Dropbox link featuring a range of images (see handy guide below) is also a godsend for people with overflowing inboxes
   

At the end of your email, include a (very) brief About Us section to describe what makes your company special; if you’re sustainable, supporting charities or a socially responsible enterprise then shout it loud. 

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3. What images do I need for a press release?

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If you’ve done your homework you’ll know exactly what sort of image the outlet is hoping for. 
 

There are two types of press images: cutout and lifestyle.

Cutouts are flat-lay products on a white background that are often used on shopping pages or online galleries while lifestyle images are arresting “real world” shots that hold the main images in newspapers, magazines and Instagram accounts (if you can provide a high-resolution, beautifully styled photo for free to a media outlet they’ll be thrilled because it’ll save them some cash). 
 

Insider tip: include any relevant information in the title of your image e.g. website URL, price, photography credit.

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4. When should I send my press release?

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There’s no hard and fast science to this but if you want coverage around specific times of year: Father’s Day, holiday packing, the dreaded Christmas gift guides then email the outlet and ask them when they want pitches and who to send them to.

Also, be aware that monthly outlets go to press on issues almost three months ahead of their street date and that weekly places will be planning about a month ahead. Daily ones and influencers – fill your boots. 
 

Our other advice is… never send anything on a Monday or a Friday. Everyone’s just trying to survive those days without losing their minds.

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5. Should I send samples?

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That’s entirely up to you. If you’re in food, tech, beverages, books or similar then it’s pretty crucial that people can try them out. However, be aware that this might not guarantee coverage. It’s definitely best to ask if someone would like to receive something rather than sending them blind items (unless it’s a beauty editor, they always need samples so put a stamp on it). 
 

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6. Should I send a follow-up email?

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Hopefully, you’ll get an enthusiastic response but, if you don’t, leave it a working week before giving a gentle nudge. Sometimes, people just haven’t had a chance to go through their emails or they’re working on different projects and may even have filed your email to come back to in the future but don’t have the time to send personal replies.

Giving people the chance to respond is a lovely thing and stops them muttering under their breath as they type a reply. 
 

Having said that, people are also forgetful animals so don’t be afraid of sending a follow-up email as it might just be the thing to helpfully remind someone of how spot-on your email was.

If you still don’t get a response, dust yourself down and move on to the next contact. Happy posting.

 

Need help with your brand’s content? From copywriting and press releases to SEO-boosting brilliance and finding your tone of voice, we’re here to help – send us an email at hello@browncowan.co.uk 
 

Image courtesy of Matt Ridley on Unsplash