Three stories waiting to be deciphered

Press releases work best when there is a clear focus on one story. From the headline and the first sentence you know what it’s about.

Sometimes I receive press releases with no clear story or three little stories or even no story. I’ve even had press releases passed to me by colleagues with the comment: “I think there’s a story in there somewhere.”

You have to work hard to figure it out and if it’s not obvious, you give up, which wastes the effort of writing the press release.

If you have three stories, write three press releases to get maximum coverage. If they’re crammed into one article, you’ll lose the impact and, if it does get published, no one will realise what it’s really about.

You could also find that different stories appeal to different segments of your target audience. So you could send one story to publications for one segment and another story to publications aimed at a different group.

Good stories are valuable. Don’t waste them.

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