Learn what makes a good business story and how to get it in the press with Yellow Bird Marketing and Communications’ guide to structuring and publishing your press release. Examples and templates included. This guide is designed to help you: - learn the key components of a good story; - identify the stories within your business that appeal to others; - select relevant publications and identify their areas of interest; - create your media contacts list; - structure your press release for publishing; and - amplify your coverage.

1. GETTING YOUR
STORIES IN THE
PRESS
Yellow Bird Marketing and Communications

2. WHAT THIS
PRESENTATION COVERS…

3. WHAT THIS
PRESENTATION COVERS…

4. 1. What are the key components of a good story?
2. Examples of compelling stories
3. Understanding your target audience
4. Researching relevant media
5. Building your media list
6. Approaching the editor
7. Structuring your press release
8. Amplifying your coverage

5. 1. What are the key components of a good story?
2. Examples of compelling stories *
3. Understanding your target audience
4. Researching relevant media *
5. Building your media list *
6. Approaching the editor
7. Structuring your press release *
8. Amplifying your coverage
*Examples
and templates
included

7. 1. WHAT ARE THE KEY
COMPONENTS OF A
GOOD STORY?

8. A GOOD STORY IS…

9. A GOOD STORY IS…
TRUTH

10. TIMELY – SOMETHING THAT’S JUST HAPPENED/ ABOUT TO
HAPPEN

11. TIMELY – SOMETHING THAT’S JUST HAPPENED/ ABOUT TO
HAPPEN
RELEVANT – THAT YOUR AUDIENCE WILL FIND INTERESTING

12. TIMELY – SOMETHING THAT’S JUST HAPPENED/ ABOUT TO
HAPPEN
RELEVANT – THAT YOUR AUDIENCE WILL FIND INTERESTING
UNIQUE/UNUSUAL – STANDS OUT FROM THE CROWD

13. TIMELY – SOMETHING THAT’S JUST HAPPENED/ ABOUT TO
HAPPEN
RELEVANT – THAT YOUR AUDIENCE WILL FIND INTERESTING
UNIQUE/UNUSUAL – STANDS OUT FROM THE CROWD
TROUBLE – SHOWS HOW A PROBLEM OR CHALLENGE WAS
OVERCOME

14. TIMELY – SOMETHING THAT’S JUST HAPPENED/ ABOUT TO
HAPPEN
RELEVANT – THAT YOUR AUDIENCE WILL FIND INTERESTING
UNIQUE/UNUSUAL – STANDS OUT FROM THE CROWD
TROUBLE – SHOWS HOW A PROBLEM OR CHALLENGE WAS
OVERCOME
HUMAN – IS REAL AND RELATABLE

15. 2. EXAMPLES OF
COMPELLING STORIES

17. INNOVATION
NEW PRODUCT
LAUNCH
COMMUNITY
DONATIONS
ENVIRONMENTAL
INITIATIVES
GIVING UP STAFF TIME
FOR A GOOD CAUSE
EVENTS
ANNIVERSARIES AND
MILESTONES

18. INNOVATION
NEW PRODUCT
LAUNCH
COMMUNITY
DONATIONS
ENVIRONMENTAL
INITIATIVES
GIVING UP STAFF TIME
FOR A GOOD CAUSE
EVENTS
ANNIVERSARIES AND
MILESTONES
INSPIRATION
HERO EFFORTS
OLD/ YOUNG/
INTERGENERATIONAL
AWARD OR FUNDING
WINS
FUNDRAISING
CAMPAIGNS
JOB CREATION
LARGE CONTRACT
WINS

20. 3. UNDERSTANDING
YOUR TARGET
AUDIENCE

22. WHO’S YOUR IDEAL
AUDIENCE?
ASK
YOURSELF:

23. WHO’S YOUR IDEAL
AUDIENCE?
WHY WOULD THEY BE
INTERESTED IN YOUR
STORY?
ASK
YOURSELF:

24. WHO’S YOUR IDEAL
AUDIENCE?
WHY WOULD THEY BE
INTERESTED IN YOUR
STORY?
WHAT PUBLICATIONS
MIGHT THEY READ?
ASK
YOURSELF:

26. 4.
RESEARCHING
RELEVANT
MEDIA

27. MEDIA OUTLETS -
EXAMPLES

28. MEDIA OUTLETS -
EXAMPLES
LOCAL
NEWSPAPERS

29. MEDIA OUTLETS -
EXAMPLES
LOCAL
NEWSPAPERS
LOCAL &
NATIONAL
MAGAZINES,
NEWSLETTERS &
SECTOR PRESS

30. MEDIA OUTLETS -
EXAMPLES
LOCAL
NEWSPAPERS
LOCAL &
NATIONAL
MAGAZINES,
NEWSLETTERS &
SECTOR PRESS
TV AND RADIO

31. Jot down all the publications you think
might be interested in your story
10-MINUTE EXERCISE

32. Jot down all the publications you think might be interested in your story
10-MINUTE EXERCISE
LOCAL REGIONAL NATIONAL SECTOR PRESS

33. UNDERSTANDING THEIR WHY

34. LOOKING AT YOUR
LIST, WHY WOULD
EACH OF THESE
PUBLICATIONS BE
INTERESTED IN YOUR
STORY?

35. LOOKING AT YOUR
LIST, WHY WOULD
EACH OF THESE
PUBLICATIONS BE
INTERESTED IN YOUR
STORY?
THINK ABOUT THEIR
INTEREST IN:
- your local area
- your industry
- your customer base
- your ‘cause’
- how your story ties in to
current affairs/ other
stories in the news

36. HOW CAN YOU FIND OUT WHAT THEIR WHY IS?

37. 1. READ THEIR PUBLICATIONS

38. 1. READ THEIR PUBLICATIONS - from cover to cover!
- Types of stories they’re covering
- Format of the publication: any expert columns, specific
sections such as Business or Entertainment?

39. 1. READ THEIR PUBLICATIONS - from cover to cover!
- Types of stories they’re covering
- Format of the publication: any expert columns, specific
sections such as Business or Entertainment?
2. LOOK AT THEIR WEBSITES

40. 1. READ THEIR PUBLICATIONS - from cover to cover!
- Types of stories they’re covering
- Format of the publication: any expert columns, specific
sections such as Business or Entertainment?
2. LOOK AT THEIR WEBSITES
3. READ THEIR MEDIA PACKS

41. 1. READ THEIR PUBLICATIONS - from cover to cover!
- Types of stories they’re covering
- Format of the publication: any expert columns, specific
sections such as Business or Entertainment?
2. LOOK AT THEIR WEBSITES
3. READ THEIR MEDIA PACKS
- For useful information on reader demographics and reach

42. 1. READ THEIR PUBLICATIONS - from cover to cover!
- Types of stories they’re covering
- Format of the publication: any expert columns, specific
sections such as Business or Entertainment?
2. LOOK AT THEIR WEBSITES
3. READ THEIR MEDIA PACKS
- For useful information on reader demographics and reach
4. FOLLOW THEM ON SOCIAL

43. 1. READ THEIR PUBLICATIONS - from cover to cover!
- Types of stories they’re covering
- Format of the publication: any expert columns, specific
sections such as Business or Entertainment?
2. LOOK AT THEIR WEBSITES
3. READ THEIR MEDIA PACKS
- For useful information on reader demographics and reach
4. FOLLOW THEM ON SOCIAL
- Which stories are getting the most engagement?
- Share and comment on relevant posts to raise awareness
of your brand

44. 5. BUILDING YOUR
MEDIA LIST

45. PUBLICATION CONTACT
NAME
CONTACT
DETAILS
COVERAGE AUDIENCE FOCUS DEADLINE FREQUENCY
5. BUILDING YOUR
MEDIA LIST

46. PUBLICATIO
N
CONTACT
NAME
CONTACT
DETAILS
COVERAGE AUDIENCE FOCUS DEADLINE FREQUENCY
Name of
publication
Name and job
title
Email address
and telephone
number of
editor/
journalist,
Twitter handle
Geographical
area covered
Business:
- Job titles
- Size of
company
Consumer:
- Gender
- Age
- Income
Subjects of
interest
Do particular
months focus
on particular
themes?
Submission
deadline
Weekly,
monthly etc.
5. BUILDING YOUR
MEDIA LIST

47. ** Tip: be aware some editors and journalists work across multiple
publications. Take that into account when sending the same story to
more than one outlet. No-one appreciates a blanket email! **
PUBLICATION CONTACT
NAME
CONTACT
DETAILS
COVERAGE AUDIENCE FOCUS DEADLINE FREQUENCY
Name of
publication
Name and job
title
Email address
and tel no of
editor/
journalist,
Twitter handle
Geographical
area covered
Business:
- Job titles
- Size
Consumer:
- Gender
- Age
- Income
Subjects of
interest
Do particular
months focus
on particular
themes?
Submission
deadline
Weekly,
monthly etc.
5. BUILDING YOUR
MEDIA LIST

49. 6. APPROACHING
THE EDITOR

50. HOW CAN YOU MAKE THEIR LIFE EASIER?
6. APPROACHING
THE EDITOR

51. MAKE YOUR STORY
PUBLICATION READY

52. • RELEVANT – TO THE TARGET AUDIENCE
MAKE YOUR STORY
PUBLICATION READY

53. • RELEVANT – TO THE TARGET AUDIENCE
• COMPLETE – ARE THERE ANY QUESTIONS LEFT
UNANSWERED?
MAKE YOUR STORY
PUBLICATION READY

54. • RELEVANT – TO THE TARGET AUDIENCE
• COMPLETE – ARE THERE ANY QUESTIONS LEFT
UNANSWERED?
• FACTUALLY CORRECT – WHERE NEEDED, QUOTE
SOURCES
MAKE YOUR STORY
PUBLICATION READY

55. • RELEVANT – TO THE TARGET AUDIENCE
• COMPLETE – ARE THERE ANY QUESTIONS LEFT
UNANSWERED?
• FACTUALLY CORRECT - WHERE NEEDED, QUOTE
SOURCES
• EASY TO DIGEST
MAKE YOUR STORY
PUBLICATION READY

56. • RELEVANT – TO THE TARGET AUDIENCE
• COMPLETE – ARE THERE ANY QUESTIONS LEFT
UNANSWERED?
• FACTUALLY CORRECT - WHERE NEEDED, QUOTE
SOURCES
• EASY TO DIGEST
• ACCURATE SPELLING AND GRAMMAR
MAKE YOUR STORY
PUBLICATION READY

57. MAKE YOUR STORY
PUBLICATION READY
• RELEVANT – TO THE TARGET AUDIENCE
• COMPLETE – ARE THERE ANY QUESTIONS LEFT
UNANSWERED?
• FACTUALLY CORRECT - WHERE NEEDED, QUOTE
SOURCES
• EASY TO DIGEST
• ACCURATE SPELLING AND GRAMMAR
• VISUALLY ENGAGING – INCLUDE PHOTOS

58. RULES OF THUMB:
READABILITY

59. RULES OF THUMB:
READABILITY
TITLE: make it catchy
- ‘’Smells like team spirit!’’
- ‘’New Mills performing arts school hits the high note’’
- ‘’Stockport swim school swaps tumble turns for takeaways’’

60. RULES OF THUMB:
READABILITY
TITLE: make it catchy
- ‘’Smells like team spirit!’’
- ‘’New Mills performing arts school hits the high note’’
- ‘’Stockport swim school swaps tumble turns for takeaways’’
LENGTH: between 300 and 350 words
SHORT SENTENCES: aim for 15-20 words
DESCRIPTIVE, ACTIVE LANGUAGE

61. RULES OF THUMB:
FORMAT

62. RULES OF THUMB:
FORMAT
EASY-TO-READ FONT: such as Arial or Times New Roman
AS A WORD DOCUMENT or embedded in email (pdf attachments
can sometimes be blocked)

63. RULES OF THUMB:
FORMAT
INCLUDE A PHOTO
- Reinforce the story
- Include a caption
- When including people:
- include names, job titles and organisations (left to right)
- obtain written permission (from a parent/ guardian if featuring a
child)
- Use jpeg format 1-2 MB
EASY-TO-READ FONT: such as Arial or Times New Roman
AS A WORD DOCUMENT or embedded in email (pdf attachments
can sometimes be blocked)

64. 7. STRUCTURING YOUR
PRESS RELEASE

65. 7. STRUCTURING YOUR
PRESS RELEASE
1. FOR IMMEDIATE RELEASE
2. HEADLINE
a) No more than 6-8 words
b) Punchy and sparking interest
3. FIRST PARAGRAPH
a) Short and to the point (who, what, when, where, why and
how?)
b) Capture the readers’ interest to read on…

66. 7. STRUCTURING YOUR
PRESS RELEASE
4. SECOND AND THIRD PARAGRAPHS
The detail (in order of importance…)
a) WHO are you and who will benefit from your news
b) WHAT’s new?
c) WHEN did it/ will it take place?
d) WHERE is it taking place and where does it impact?
e) WHY should people be interested in this news?
f) HOW will it be delivered?
Include relevant quotes

67. 7. STRUCTURING YOUR
PRESS RELEASE
5. –ENDS-
6. PHOTO CAPTION (left to right)
7. NOTES TO EDITOR
Useful info but not needed for the story
a) Boilerplate on the company
b) Details of press contract

68. 7. STRUCTURING YOUR
PRESS RELEASE
5. –ENDS-
6. PHOTO CAPTION (left to right)
7. NOTES TO EDITOR
Useful info but not needed for the story
a) Boilerplate on the company
b) Details of press contract
Download our
Press Release
template here

69. CHECKLIST BEFORE
SUBMISSION
 FOLLOW THE SUGGESTED FORMAT OUTLINED ABOVE

70. CHECKLIST BEFORE
SUBMISSION
 FOLLOW THE SUGGESTED FORMAT OUTLINED ABOVE
 GET APPROVALS ON ANY:
- Quotes
- Photos

71. CHECKLIST BEFORE
SUBMISSION
 FOLLOW THE SUGGESTED FORMAT OUTLINED ABOVE
 GET APPROVALS ON ANY:
- Quotes
- Photos
 EDIT AND PROOF

72. CHECKLIST BEFORE
SUBMISSION
 FOLLOW THE SUGGESTED FORMAT OUTLINED ABOVE
 GET APPROVALS ON ANY:
- Quotes
- Photos
 EDIT AND PROOF
 ADAPT AND PERSONALISE TO THE INTERESTS OF YOUR
TARGET PUBLICATIONS
 MAKE SURE YOU’VE ATTACHED YOUR PHOTO

73. CHECKLIST BEFORE
SUBMISSION
 FOLLOW THE SUGGESTED FORMAT OUTLINED ABOVE
 GET APPROVALS ON ANY:
- Quotes
- Photos
 EDIT AND PROOF
 ADAPT AND PERSONALISE TO THE INTERESTS OF YOUR
TARGET PUBLICATIONS
 MAKE SURE YOU’VE ATTACHED YOUR PHOTO

75. 8. AMPLIFYING
YOUR COVERAGE

76. 8. AMPLIFYING
YOUR COVERAGE
Share as widely as possible with customers, staff, partners and other
stakeholders

77. 8. AMPLIFYING
YOUR COVERAGE
Share as widely as possible with customers, staff, partners and other
stakeholders
1. YOUR WEBSITE
2. YOUR NEWSLETTER
3. SOCIAL

78. 8. AMPLIFYING
YOUR COVERAGE
Share as widely as possible with customers, staff, partners and other
stakeholders
1. YOUR WEBSITE
2. YOUR NEWSLETTER
3. SOCIAL
a) Photo of publication
b) Tag the publication/ thank them for the coverage
c) Add your own comment
d) Ask influencers to retweet
e) Share your press coverage with journalists

79. OVER TO YOU…
 LIST THE STORIES THAT DEFINE YOUR
BUSINESS

80. OVER TO YOU…
 LIST THE STORIES THAT DEFINE YOUR
BUSINESS
 BUILD YOUR MEDIA CONTACTS LIST

81. OVER TO YOU…
 LIST THE STORIES THAT DEFINE YOUR
BUSINESS
 BUILD YOUR MEDIA CONTACTS LIST
 GET TO KNOW THOSE PUBLICATIONS

82. OVER TO YOU…
 LIST THE STORIES THAT DEFINE YOUR
BUSINESS
 BUILD YOUR MEDIA CONTACTS LIST
 GET TO KNOW THOSE PUBLICATIONS
 PITCH YOUR STORY

83. OVER TO YOU…
 LIST THE STORIES THAT DEFINE YOUR
BUSINESS
 BUILD YOUR MEDIA CONTACTS LIST
 GET TO KNOW THOSE PUBLICATIONS
 PITCH YOUR STORY

84. Learn more about Yellow Bird’s
PR support:

85. Learn more about Yellow Bird’s
PR support:
VISIT OUR
WEBSITE
GET IN
TOUCH
OR