PR & media
Decide whether your announcement is news
An announcement matters to a newsroom when something changes for its readers—not simply because your business has something to say.
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PR & media
Write a press release with the news first
Make the opening paragraph carry the verifiable development, then use the rest of the release to explain its significance and limits.
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PR & media
Build a media list by beat rather than size
A smaller list of journalists covering the right subject is more useful than a large spreadsheet of unrelated names.
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PR & media
Write a short pitch to a relevant journalist
A pitch earns attention by connecting one concrete story to a journalist's actual coverage and making the next step easy.
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PR & media
Prepare a spokesperson for an interview
Interview preparation should help a spokesperson answer questions accurately, not memorise a speech that ignores them.
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PR & media
Answer a question when the facts are not confirmed
State the boundary of your knowledge clearly, then distinguish what is known from what is still being checked.
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PR & media
Create a media fact sheet without marketing filler
A fact sheet should let someone check the essentials quickly without extracting them from promotional language.
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PR & media
Choose press photographs that explain the story
Select photographs for the information they reveal, then supply accurate captions and clear usage information.
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PR & media
Follow up a media pitch without a sequence of nudges
A follow-up should offer useful new information or clarify timing, not repeatedly ask whether an email was received.
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PR & media
Explain an embargo before sharing information
An embargo is a timing arrangement to discuss in advance, not a label that automatically controls another person's publication.
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PR & media
Prepare a holding statement for a service disruption
A holding statement gives people verified information and a useful next step while the fuller explanation is still being established.
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PR & media
Correct an inaccurate public statement
A correction should make the accurate information easy to identify and reach the people who may have relied on the earlier version.
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PR & media
Separate an internal update from a public statement
Internal and public audiences need compatible facts, but they do not always need the same level of operational detail.
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PR & media
Plan a small launch without inventing a news hook
A modest launch can succeed by informing the right people clearly, without pretending that every new offer changes its industry.
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PR & media
Measure coverage beyond counting mentions
Coverage is useful evidence when you examine what was communicated, who it reached and what can genuinely be connected to an outcome.
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PR & media
Make an expert comment specific enough to quote
A useful comment explains a specific point in language that can stand alone without losing its meaning.
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PR & media
Prepare a written Q and A for a difficult announcement
A difficult-announcement Q and A should confront the questions people will actually ask, including those the organisation would rather avoid.
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PR & media
Respond to a request for comment on time
A request for comment needs a prompt, realistic response plan, even when the full answer cannot be supplied immediately.
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PR & media
Build a press page that stays current
A press page should help someone find current facts, contact the right person and distinguish recent announcements from the archive.
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