PR

In this feature I am going to give you a real-life case study of how easy it is to get great PR coverage.

I was called in by a company who were about to launch Britain’s first 24 hour television channel dedicated to adverts.

This was a fun project but the owners were also very keen to get some serious PR Coverage.

I wrote a one page Press Release for them and we sent it out to the media. Here is the Press Release:

24 Hour Advert Television hits the UK

There are dozens of pages of more examples of the publicity that we received. And this does not include the national Radio and TV coverage that we achieved, including a live 10 minute interview on BBC 1.

If we had paid for this type of coverage in normal advertising, it would have cost a minimum £1.5 Million – although even then, it would not have had the value that comes from this type of editorial coverage.

And all this from a simple, one page Press Release.

Let’s have a look at the Press Release again. This time, I’ve added comments in blue to show you how you can use the principles I used for writing it, for any Press releases that you create.

24 Hour Advert Television hits the UK – This is a straightforward but effective headline that instantly grabs the journalist’s attention. Remember, the purpose of the headline is to get them to read the rest of the Press Release. Keep it simple, but catchy

What’s wrong with British TV? – terrible programmes of course.

What’s the answer? More Adverts!

With millions of TV viewers saying they prefer the ads to the programmes, their dream is about to come true as Britain gets a new 24 hour Television channel – dedicated to nothing but ad
verts.
I deliberately wrote these three short paragraphs in the style that many journalists write in. Again, we are entering their world and making sure that our Press Release stands out from everyone else’s. If the headline is designed to grab their attention, the first two or three paragraphs should be used to generate some real interest in what you are saying.

‘The Advert Channel’ is a Free channel available to millions of TV viewers who’ve had enough of boring television and just want great adverts. Apart from the best of today’s ads, there’ll be your favourite commercials from the 60s, 70s, 80s and 90s, celebrity ads and the best (and worst) adverts from across the world.
Here we’re getting down to the facts. Use the middle of the press release to pack in any relevant facts and figures, something that journalists love.

Speaking about the launch, The Advert Channel’s co-founder Chelsey Baker said:

“Deep down, everyone loves Adverts. How many times have you sat in the pub and heard fierce debates about the best and worst adverts? So I decided it was time that Britain’s TV addicts got more of what they love…all those wonderful ads! We’ll be showing all your favourite adverts - we’ll also have studio discussions and debates about the ads – and we’ll be going behind the scenes on all the great ad productions. We believe the advert Channel has solved the problem of the UK’s unpopular television programming. Forget the programmes – let’s just watch the ads! Having said that, we promise to have some programmes running between the ads in case viewers want to go off and make a cup of tea.”
A quote is always a good idea. It lets you repeat and build on your core message. It’s also giving them a quote which they can lift and put straight into their publication if they want to – and if you write it in an interesting style, it also sends a message that if they take the time to contact you and interview you, you’re going to have something interesting to say. This quote is slightly longer than normal.

For more information on the Advert Channel or to arrange an interview with co-founder Chelsey Baker, contact xxxx at email: xxxxx or call xxxxxxxx
It’s essential to end your Press Release with a clear, bold call to action. Tell them who they need to contact and precisely how they can get in touch with you.

Please feel Free to use this case study as a template for your Press Releases.

If I can use it to generate £1.5 million in Free publicity, you can certainly use it to start generating some effective media coverage for you and your business.