The design of a press release should be approached as responsibly as its writing. Journalists like it when the text of the release is contained in the "body" of the letter, and the title in the subject of the letter. In the attachment, you can attach the text or add a link to a disk with additional materials.
Rate the effectiveness
The most enjoyable part of the work after sending out a release is “harvesting” or creating a report with links to the published publications. Such a report is called “clipping” from the English word clip — to collect. The report should include links to all the published publications, or to the most notable ones, if there were many published materials. It will also be useful to indicate the general coverage of the news. The press clipping function in SKAN will help you evaluate the results of all media outlets and see which press releases were most in demand. It displays all reprints (as well as reprinted fragments) and the completeness of citations.
We suggest looking at how the press clipping functionality chile mobile database works, using the example of a Sberbank press release about the fact that the share of online trade in Russia has reached 12%.
In the picture below we see that the news was mentioned in 147 publications, and the completeness of citation was 28% - that is, journalists took almost a third of the press release into their materials. The graph also shows when the press release was reprinted the most - on September 8 and 10.
The heat map shows the passages that were printed more often than others: the brighter the fragment is highlighted, the more often it was reprinted.
Heat map of a press release from the press-clipping service in SCAN
Heat map of a press release from the press-clipping service in SCAN
The report provides a list of media outlets that reprinted the press release:
List of sources, press-clipping service, SCAN-Interfax
List of sources, press-clipping service, SCAN-Interfax
Properly written press releases are an effective way of communicating with the media. The main thing is to follow simple rules: send journalists news that matches their interests and the interests of the target audience, always highlight specific facts and figures in the material, write as simply as possible without officialese and cliches, and do not forget about proper formatting. And SCAN will help you evaluate the effectiveness of press releases.