When you are writing your own press releases, chances are you might be using a template as a guide to help you complete it. eConnectcars a chauffeur service, recently made a PR gaffe by releasing the following press release to several journalists.
Subject: New green chauffeur service eConnect clinch 3 awards in first year
I am writing to you from (name of company) (URL of company) to let you know about (our product, new launch, event, award etc). It is (launching, starting, appearing, on sale etc) from (insert date) and is available from (insert brief description). Don’t hesitate to get in touch if you want more information.
On (x date), (company name) (company URL) is (details of news – eg launching a new product, holding an event, won an award, new person starting a job).
Insert line indicating why it is ‘news’ and what makes it interesting e.g. first time product/event, new launch, celebrity involved, award received)
Insert line on what sets you apart – any personal angle or interesting facts/statistics?)
Other key points – list (bullet points) and other areas of interest – maximum 5 points)
(Insert prices and availability. Include stockist details if appropriate or location and timing of event)
Please let me know if you use this story.
What can you learn from this mistake? Well, firstly you should always check for errors before you send that email. More importantly this template emphasizes the key points of press releases and the fact that for you or your music to attract coverage it has to be “worthy”.
Reflect and ask yourself, what makes your music interesting to other people? What sets you apart from your peers? To get the coverage you crave your output needs to be newsworthy, interesting and distinct. Distinguishing yourself from your competitors is part of branding remember. More often than not, there isn’t enough that is remarkable about you, your music or the way you market it and that is what is holding you back.
Read the Guardian article here:
Got any questions about this post or how you can better market yourself?