Mon-Fri 9am - 6pm | Call 07XXX XXX XXX

Home >> Blog

The Smart & Slick Blog: Big Ideas For Small Business

How To Use The Media To Increase Your Brand Visibility

April 20th, 2021
Business newspaper article

Newspapers, magazines and other print media outlets may have transitioned from the news stand to the Internet, but print media is still a highly consumed format. In this article I’m going to briefly explain how almost any business, organisation or individual can leverage print media to increase the visibility of their brand.

Every day millions of people browse the Internet to read news and related topical content from digital media outlets ranging from local and national newspapers to magazine websites and blogs (like this one!) and every day those websites need to post new stories and articles. By continuously publishing new content, these websites keep their audiences coming back for more. And it’s because their audiences come back again and again that makes these websites a highly suitable place for them to come across new brands like yours.

When we put together PR campaigns for our clients, our objective is to get our client’s brands featured in various print media outlets on a regular basis. This way, their audiences are exposed to the brand over and over again over a period of weeks or months and it goes from being something they’ve never heard of, to something they feel relatively familiar with and might even take some initiative to explore further, if they think the brand might help make their life better.

Many digital media outlets command huge readerships which means that even seemingly small wins can multiply in value quite quickly and it is very possible to go from unknown to locally famous within 6 months.

For personal brands, this can lead on to other opportunities including radio and television appearances.

Want Your Business To Appear In The Media?

At Smart & Slick we help our clients to increase their brand visibility by leveraging the media. If you’d like to learn more about how this can benefit your business or brand, talk to us today and we’d be happy to advise.

How To Write A Press Release That Gets Picked Up

March 12th, 2021

A press release is the document format for communicating with media outlets. Media outlets want stories. All day, every day. Or let me put it another way: Media outlets need stories. They deal in stories. And they’ll make you, your brand or your organisation as famous as you want to be, is you can give them good stories.

But the stories have to be good. If you keep sending crap to media outlets, they may blacklist you, so it’s important to do it right. At Smart And Slick PR, we help people in many industries to build their brands and bump their profiles using PR, among other techniques and strategies. In this article, we’re going to discuss how to write a press release, but specifically how to write a press release that results in media coverage.

The Format Of A Press Release

Before I talk about stories, I feel quite a few people will have found this page because they want to know the format for writing a press release. So I’ll cover that first.

The Headline

The most important part of the press release. When you send your press release, in today’s world more than likely as an e-mail, the headline is the first thing journalists will see. And if it isn’t incredibly good, it’s the only thing they’ll ever see. The purpose of the headline is to grab the journalist’s attention and make them curious – so curious that they have to read the body of the press release.

The Body

At the top of the body, you need to specify a time qualifier. If your story is for right now, that would be “FOR IMMEDIATE RELEASE”. If it’s for some time after now, “FOR RELEASE ON OR AFTER [INSERT DATE]”. This tells journalists when they can publish or feature your story.

The body of a press release should be just three paragraphs. In the first paragraph, explain the story in one or two lines at the most. What has happened? What is going to happen? Paragraph 2 starts with a quote and an elaboration. Paragraph 3 can include another quote and more elaboration. Do not exceed three paragraphs.

The Footer

At the bottom of the press release you need to list your contact details, as follows:


Stories That Get Picked Up

Now that you know how to format a press release, let’s talk about the real crux of this business – crafting stories that get picked up. This is where the skills and experience of a PR agency like Smart And Slick PR can really help. But if you’re not ready for that yet, I’ll give you a couple of pointers to get you started.

There are two parts to getting a story picked up. The first is writing a good story. The second is pitching it to a media outlet to whom it is highly relevant. They are as important as each other. A bad story will not be picked up by anyone. But you could write a really good story and it still won’t get picked up if you send it to a media outlet to whom it is not relevant. For example, the Yorkshire Post is hardly likely to pick up a story about something that happened in Wales unless the story somehow has links to Yorkshire. I’m sure you get the idea.

Now let’s talk about stories.

It’s important to note here that while we’re writing stories, we are also writing a press release, so they story MUST be based in truth. We cannot lie. So the trick is to wrap reality in a story type that works. Let me show you what I mean. I’ll share a couple of common story types with you.

Everybody Loves An Underdog

The “underdog triumphs” story has been massively commercially successful in Hollywood for decades. People love to see and hear about an underdog winning. It’s very inspirational. You’ve probably seen the movie “Rocky“. Rocky is an underdog triumphs story.

“David Beats Golliath”

“Third Division Team Beats Premiere League Champions”

New Kid On The Block

Any startup in any industry could use this. It’s an announcement that your startup exists and is going to somehow change the industry you’re in.

“The Revolutionary New Gadget That Will Change Life Forever”

I’m sure you get the idea.

Campaigns Are Better Than One-Offs

Press releases are best used as units in a campaign. One press release may well get you featured in the media – it could even get you featured in a number of different publications within days of each other. But publicity as a strategy takes time. Consistent regular exposure is what, over a period of months or years, creates fame. And publicity campaigns require a lot more planning and consideration than a single press release does.

Need Professionals?

If you like the sound of being regularly featured in the media but writing isn’t your strong point or you just don’t have the time for all this, Smart And Slick PR would be happy to help. Get in touch today to see how we can help your business get known.