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three weeks for a national daily and to – always, always, always get the write about you or your products
three months (yes three months!!) name of the journalist you intend to and why should they write about
for a national monthly. If it’s seasonal send your press release to. you now? Did something happen
–like Easter, Christmas, Mother’s to make you want to make these
Day etc you need to give even more Most media have a contact page products or did you make them in
notice! with the names and contact details a highly unusual way using unusual
of key journalists. Failing that, there’s materials? For example, you may
Do your research. always the web. If you are unsure, be an environmental campaigner
So you know what you want to you can call the main reception who wants to combine eco-activism
say and who you want to say it to, number and ask who would be the with their love of craft and so makes
now you need to do your research. most appropriate contact to send handmade items out of straw. Or,
If there is a particular magazine your story to. You can send your after spilling your daily take-away
or newspaper you want to target press release in the post or by email, coffee down your dress as you ran
– read it. Have a clear idea of the sort but make sure it’s not a large file. for the bus, you decided to design a
of material that they publish and handy hands-free coffee holder.
how it is published. Which regular The story.
sections do they have that might Sending out a press release The press release/pitch.
be a perfect fit for a story about you announcing that you are due to And so, to the actual writing of your
or your work? Make sure that what launch a new range of products press release. This is where all your
you send is relevant; otherwise it is a won’t cut the mustard. Unless you background work and research
completely wasted opportunity. This happen to be Kate Moss, it’s not a comes together. There is an art to
is also time to work out exactly who story. You need a ‘hook’ to get the writing a compelling press release
you are going to send the material media interested. Why should they here are my top tips:
 | ukhandmade | Summer2009
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