PRESS RELEASES
The Allyson Group
Professional Press and Media Content
from Seasoned CopywritersMedia relations: the art of talking to your market through the news media. The science of educating the public, about problems — and solutions. And about your organization’s unique value proposition.
Press releases used to have one purpose only — to communicate with members of the media – individual reporters and editorial boards. While the message of your release was ultimately intended for the public, you had to reach them through the Fourth Estate: the news media.
Today, however, press and media content can have many purposes.
THEN, businesses used press releases to:
- announce company news
- take a position on a public policy issue
NOW, a press release may fulfill all these purposes – but also:
- live on a company’s website as fresh content
- be keyword rich and search engine optimized to appeal to generate internet traffic
Releases and opinion articles (by your key executives) may also be narrowly targeted to reach very specific audiences: industry insiders, big funders and small donors, or elected representatives and policymakers, for example.
Regardless of its purpose, a press release must be written in a precise way.
For Press Releases, the "5 Ws" Still Apply:
Who, What, When, Where, Why
A press release must have a serious reason for being, and a real spine to the narrative. A press kit must tell an important story.
Needless to say, if you work with us we’ll make sure the lede is perfect. And, while there is no guarantee a press release will be “picked up,” our more than 30 years of experience working with the media will greatly increase your odds.
Ready to learn how to “hook” the press?
Give us a call before your next big news announcement to talk through your need for press releases, press kits, or other media-targeting content writing services.
