COMMUNICATIONS & MARKETING
‘PR agencies are experts in
putting together relevant, strong, newsworthy
press releases’ APPRENTICESHIP TRAINING
Linden has been in training and quality, health & safety, and food management auditing since 1993. We specialise in delivering Apprenticeship Training to meet your specific business needs. Our experienced and friendly team of trainers work with you to develop training that is flexible and relevant.
We are all about building relationships with our clients and passionate about delivering high quality training.
Apprenticeship training includes but is not limited to: it does more harm than good, particularly if you are looking to develop a
long term relationship with them and it can be damaging to send regular content to a journalist that is not relevant. An official press release is an effective and reliable way of communicating
news about your business or organisation such as a recent development, recruitment, expansion and growth, new premises, an event or the winning of an award. However, it is important for a business to understand what makes a story
newsworthy. It must be of public or trade interest, with a strong angle that makes your business stand out from your competitors. A journalist will not use or run a weak story that does not have a solid newsworthy ‘hook’. PR agencies are experts in putting together relevant, strong, newsworthy
press releases that detail all the required information in the correct order. If a press release does not contain all the facts that a journalist needs, this may prevent the story running. It is essential that you include at least one quote from the founder/managing director of the business or a senior member of staff, as this is an important way of supporting the story. The journalist may also contact you for further comment. It is vital that press releases are factual rather
than ‘salesy’ and not too long as this can be off- putting to journalists – they need to be able to see clearly and easily all the important information. When sending a press release to a media outlet,
it must be accompanied by digital content such as high resolution images and possibly a video file. Images are essential for all print and digital channels as they need good quality photos to sit alongside stories used in both print form and online. Video and audio content is also necessary for broadcast and digital channels. Social media is an effective tool for not only engaging with customers, but also the media. Platforms such as Facebook, Twitter and Instagram are great ways of publicising recent developments to your business – and journalists will use social media as a way of scoping out and researching stories. It is a good idea to follow relevant journalists and keep up to date with their stories – especially if your business is featured. Businesses should consider using
a PR agency to handle this activity. Not all agencies cost a fortune and will give you access to specialist skills as and when you need them, not only to handle your media relations and social media activity but also for copywriting, website maintenance and event organisation services should you need them.
business network November 2017 39
• Food Manufacturing Excellence with Food Safety • Food Industry Services with Food Safety • Hospitality & Catering with Food Hygiene • Cleaning Operations with Manual Handling • Warehouse & Storage with Manual Handling/Forklift Truck • Horticulture & Arboriculture with First Aid • Business & Professional Administration • Customer Service • Team Leading & Management
To explore these funded opportunities further please contact us on Tel: 0800 2980632 or email
info@lindenmanagement.org.uk
FEATURE
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