Writing Can Build Your Authority!
There are more methods to convey a tale these days than you can shake a stick at. While you should avoid becoming overwhelmed by your options, the good news is that you now have even more opportunities to communicate your story to the media. This also implies that you should be ready for any media they may prefer. We’ll look at the many ways to convey a tale in this section:
Writing a Brilliant Press Release, every day, hundreds of press releases move through our system as a PR software tool. These are the main features of the ones that create headlines:
A title that grabs your attention, the most crucial component of any press release is the headline. The headline is read by 5 times as many people as the body content. Be data-driven and keep your reader’s interests in mind while summarizing your main argument in 10-20 words.
Formatted structure, is a method that provides reporters with a clear picture of your story. The date and location of the news should always be included in the first line; it’s your 30-second elevator pitch. Who, what, where, when, and why should all be addressed in your press release. Additional bullet points can assist in summarizing the main findings, and your second or third paragraph can add additional context. “#” should be centred above the boilerplate at the bottom of your press release.
Style of factual writing, Show, is the golden rule in PR. Your press release should contain accurate information on the product, person, or event you’re writing about. Keep the adjectives to a minimum and the fluff to a minimum.
Boilerplate, your company is unfamiliar to many people. A boilerplate includes background information as well as a brief description of your company’s services.
Kit for the media, although you have no control over what people write, you do have control over the pictures they use. A media kit is a folder containing downloadable materials such as high-resolution images, films, data visualizations, and technical specifications that support a story.
Quotes, a human voice adds a personal touch to a story, and journalists frequently use quotes to supplement their reporting. To save journalists time and effort, cite key stakeholders strategically.
Additional coverage, has your story been picked up by another publication? To increase your reputation and trustworthiness, link news stories to your press release.
Contact Information, it’s important to have clear links to contact information and spokespeople so journalists may follow up through phone, email, or LinkedIn. Providing basic contact information, such as name, role, phone number, email, and social media connections, in their chosen medium. Make it obvious that they will have access to a corporate representative, such as the CEO, to make it more tempting.
Analytics and SEO, backlinks are used by search engines to rank a website. If a high-ranking website connects to your website, you’ll almost certainly obtain part of that traffic; thus, encourage journalists to link to your release. This may be a data source, a hosted report, in-depth research, or a fact sheet – anything to entice a publication to connect to your site.
It’s important to include UTM codes in your URLs for tracking and measuring the success of your sources. This is a basic but important step in being able to measure everything you do.
Writing can build your authority:
Writing is an essential part of thought leadership. Tim Prizeman, the owner of PR company Kelso consulting, gives a fair description of thought leadership: “original ideas with important implications, backed by evidence, clearly expressed, publicly discussed, that strongly influence the opinion of others.”
According to my experience, one of the most important strategies to establish credibility with media contacts is to have a powerful and positive effect on others’ thoughts. A well-written piece of writing may assist you in this endeavor by making your name and thoughts unforgettable.
When you use your own platform to publish your own ideas, you have complete editorial control. However, if you propose your ideas as an op-ed or byline, you may make use of a publication’s reach. Op-ed pitching follows the same guidelines as regular pitching in that everything you send must be relevant and noteworthy. But, because it is “thinking” leadership, it must also be intellectual and thought-provoking.
Here are some ideas for writing a thought leadership essay for an external audience:
• Make sure it is relevant to the readership of the publication.
• Set a goal for the article and don’t go too far from it.
• Unless you’re writing for a speciality industry journal, avoid using jargon or technical words.
• Make sure it provokes thinking or gives a fresh perspective; don’t be scared to be bold.
• Don’t be scared to write on themes that your rivals have previously covered; just make sure you have a unique perspective on the subject.
• Attach links to other articles in the publication you’re pitching to make it more appealing to the editor.