{"id":10062,"date":"2020-05-26T09:47:43","date_gmt":"2020-05-26T08:47:43","guid":{"rendered":"https:\/\/essencius.dk\/guide-fem-gode-raad-til-din-pressemeddelelse\/"},"modified":"2022-10-26T14:58:07","modified_gmt":"2022-10-26T13:58:07","slug":"guide-5-tips-press-release","status":"publish","type":"post","link":"https:\/\/essencius.dk\/en\/guide-5-tips-press-release\/","title":{"rendered":"Guide: 5 tips to get your press release through to the editor"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10062\" class=\"elementor elementor-10062\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-08f9cee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"08f9cee\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b16b4c5\" data-id=\"b16b4c5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7ddf422 elementor-widget elementor-widget-spacer\" data-id=\"7ddf422\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e1824e8 elementor-widget elementor-widget-heading\" data-id=\"e1824e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Guide: 5 tips to get your press release through to the editor <\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da6e7a2 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"da6e7a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-afdd2f4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"afdd2f4\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5c43eae\" data-id=\"5c43eae\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-43acf54 elementor-widget elementor-widget-image\" data-id=\"43acf54\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"720\" src=\"https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4.png\" class=\"attachment-full size-full wp-image-8023\" alt=\"5 tips for your press release\" srcset=\"https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-200x120.png 200w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-300x180.png 300w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-400x240.png 400w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-600x360.png 600w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-768x461.png 768w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-800x480.png 800w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4-1024x614.png 1024w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Blogpost_maj20_4.png 1200w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-afb6494 elementor-widget elementor-widget-text-editor\" data-id=\"afb6494\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>What should you be aware of when you write a press release &#8211; or evaluate one from your PR agency? It takes time and know-how to write a good press release. How and where do you send a press release? Do you need a photo? How are you framing it? And how about your language? We give you five tips to create a good press release.<\/strong><\/p><p><strong>1. Define your target group \u2013 and consider carefully which journalists or medias write to that group<\/strong><\/p><p>When you write a press release you have to define who you want to reach. With that in mind, it will be easier to write a press release or to evaluate the work of your PR agency. There are several ways to define your target group but here is a couple of ways:<\/p><ul><li>Do you want to reach a target group defined by a specific age?<\/li><li>Do you want to reach people from a special area? Ex all Danes, the citizens of Copenhagen, or maybe the Swedes instead?<\/li><li>Do you want to reach someone with special interest? Ex someone who is interested in food or travelling, someone who just gave birth to her first child or something entirely different?<\/li><\/ul><p>Your choice of target group determines which medias and journalists could be the relevant recipients of your press release. If you want to reach the citizens of Copenhagen, then you shouldn\u2019t send your press release to national medias in Denmark such as DR or Jyllands-Posten. That is a waste of both your&#8217;s and the journalist\u2019s time.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e078ddb elementor-widget elementor-widget-heading\" data-id=\"e078ddb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/essencius.dk\/jobs\/kommunikations-praktikant\/\">2. Be aware of your language<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f27e5f4 elementor-widget elementor-widget-text-editor\" data-id=\"f27e5f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>When you write a press release or evaluate the work of your PR agency, you have to keep both your target group and the journalist whose attention you want in mind. Do you write to a younger, or an older target group? Are you trying to reach professionals? Vary your language and choose your words carefully in order to communicate directly and with high relevance to your target group. Here is an example: \u201cImpaired lung function\u201d, or \u201cfinding it difficult to breathe\u201d. The two wordings mean the same, but the first version is relevant for a magazine targeting doctors and nurses whereas the second version is better suited for consumer magazines or dailies.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-88b64d9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"88b64d9\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-44c5dfb\" data-id=\"44c5dfb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10063e1 elementor-widget elementor-widget-heading\" data-id=\"10063e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/essencius.dk\/jobs\/kommunikations-praktikant\/\">3. Utilize the news triangle when you write \u2013 and have the five news criteria in mind<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7f4ce3 elementor-widget elementor-widget-text-editor\" data-id=\"e7f4ce3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Write your press release after the news triangle. Basically, that means that you should write your conclusion or your main message as the first thing. This is usually your headline and subheader. Here you tell the journalist what the press release is all about.<\/p><p>Then you elaborate and spice it up with background knowledge. This could be information about why a product is being released, a relevant trend, elaboration of a study, or why a brand has chosen to focus on a certain conversation.\u00a0<\/p><p>A press release must meet at least one of the five news criteria. It is a good idea to ask yourself or your PR agency which news values they had in mind when they wrote your press release. The news values are:<\/p><ul><li>Importance<\/li><li>Timeliness<\/li><li>Identification<\/li><li>Sensation<\/li><li>Conflict<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7d5422e\" data-id=\"7d5422e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6ea7b86 elementor-widget elementor-widget-spacer\" data-id=\"6ea7b86\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f22dc1b elementor-widget elementor-widget-image\" data-id=\"f22dc1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"1069\" src=\"https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng.png\" class=\"attachment-full size-full wp-image-10064\" alt=\"\" srcset=\"https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-200x178.png 200w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-300x267.png 300w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-400x356.png 400w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-600x535.png 600w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-768x684.png 768w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-800x713.png 800w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng-1024x912.png 1024w, https:\/\/essencius.dk\/wp-content\/uploads\/2020\/05\/Nyhedstrekant-Essencius_eng.png 1200w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d9b80fb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9b80fb\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2cf0f20\" data-id=\"2cf0f20\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cd69855 elementor-widget elementor-widget-heading\" data-id=\"cd69855\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/essencius.dk\/jobs\/kommunikations-praktikant\/\">4. Attach at least one press photo to your press release<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9059132 elementor-widget elementor-widget-text-editor\" data-id=\"9059132\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>When you send a press release you have to attach at least one picture. You increase your chance of coverage if the media doesn\u2019t have to find relevant pictures themselves. And with a picture, you can influence the impression the journalist and the readers get.<\/p><p>A press photo should of course illustrate what the press release is all about. A good tip is to always send a horizontal picture. This is smart because it often leads the media to use more room in the magazine on exactly your article!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db5f625 elementor-widget elementor-widget-heading\" data-id=\"db5f625\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/essencius.dk\/jobs\/kommunikations-praktikant\/\">5. Final checklist before sending a press release<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af4e844 elementor-widget elementor-widget-text-editor\" data-id=\"af4e844\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is always a good idea to do some research to find out, which medias could find your press release relevant. If you want to reach a national audience in Denmark, you might think about sending your press release to DR. However, there are several other national medias in Denmark that you can send your press release to such as TV2, Jyllands-Posten, Berlingske, Politiken etc. But make sure that your topic is relevant to them. Consider carefully who you send your press release to \u2013 it will give you a better result. And your PR agency can guide you through this.<\/p><p>When you are about to send a press release, remember:<\/p><ul><li>Create a pitch mail \u2013 tell the media\/journalist why your press release is relevant for both the media and its readers.<\/li><li>Attach the picture(s) in high resolution.<\/li><li>Attach the press release as an open file.<\/li><li>Make sure to clearly write who the journalist can contact and how in case of questions.<\/li><li>Timing. Do you have to send a press release before an event\/launch of a product\/deadline? It is your, or your PR agency\u2019s responsibility to give the media time to read your press release and time to plan if and how much of your press release or idea they want to use.<\/li><\/ul><p>You are now prepared to write and send a press release to the press and to evaluate the work you\u2019ll receive from your PR agency. Good luck!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db07b3a elementor-widget elementor-widget-heading\" data-id=\"db07b3a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/essencius.dk\/jobs\/kommunikations-praktikant\/\">Free PR-guide <\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8afaa00 elementor-widget elementor-widget-text-editor\" data-id=\"8afaa00\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Download our full PR-guide where you learn how to design press releases that are read. The guide also contains three examples of PR-campaigns where you can see which methods have been used to generate publicity.<\/p><p>Enter your information here and you will receive the guide immediately. 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background-position: center center;\"><div class=\"jet-posts__inner-content\"><h4 class=\"entry-title\"><a href=\"https:\/\/essencius.dk\/en\/enter-the-scandinavian-market-with-us\/\" target=\"\">Enter the Scandinavian Market with Us<\/a><\/h4><\/div><\/div>\n<\/div>\n<div class=\"jet-posts__item\">\n\t<div class=\"jet-posts__inner-box\" style=\"background-image: url('https:\/\/essencius.dk\/wp-content\/uploads\/2021\/04\/coca-cola-soundscape-sound-branding-320x202.png'); background-repeat: no-repeat; background-size: cover; background-position: center center;\"><div class=\"jet-posts__inner-content\"><h4 class=\"entry-title\"><a href=\"https:\/\/essencius.dk\/en\/does-your-brand-have-a-sound-and-is-it-listened-to\/\" target=\"\">Does your brand have a sound, and is it listened to?<\/a><\/h4><\/div><\/div>\n<\/div>\n<div class=\"jet-posts__item\">\n\t<div class=\"jet-posts__inner-box\" style=\"background-image: url('https:\/\/essencius.dk\/wp-content\/uploads\/2021\/03\/OTB-\u2013-1-Eng-320x202.png'); background-repeat: no-repeat; background-size: cover; background-position: center center;\"><div class=\"jet-posts__inner-content\"><h4 class=\"entry-title\"><a href=\"https:\/\/essencius.dk\/en\/pandemic-a-communicative-melting-pot-you-must-dare-to-fire-up\/\" target=\"\">Pandemic - a communicative melting pot you must dare to fire up<\/a><\/h4><\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>What should you be aware of when you write a press release, or evaluate one from your PR agency? It takes time and knowhow to create a press release that attracts editorial attention. How and where do you send a press release? Do you need a photo? What is your angle? What type of language should you use? Here&#8217;s five tips to get through to the editor.<\/p>\n","protected":false},"author":1,"featured_media":8023,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[42,226,227],"tags":[],"class_list":["post-10062","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative","category-influencer-marketing-en","category-public-relations-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guide: 5 tips to your press release<\/title>\n<meta name=\"description\" content=\"What do you have to be aware of either when you write, or evaluate a press release from your PR agency? 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