There is an art to writing a press release. You have to be short and snappy, interesting but dry, eye catching but modest and personal yet professional. And it’s difficult to write one for your own work, just as it is difficult to interview yourself. When you are personally involved with a project, it is difficult to be objective about what is, and isn’t interesting. You are also too aware that the purpose of getting your work into the press is to tell people about you and your company and thus generate more business, but that is never the goal of the journalist, who only wants to entertain, inform, enlighten or illustrate their own point.
It’s notoriously difficult to get your work into the bigger publications
A few key things to think about:
A press release, especially for interior design, is really not about the service. Unless you do things in a dramatically different fashion to everyone else, or offer something so utterly unique it is newsworthy. Leave out all details about the service other than your company’s name and a 1 sentence line stating what you do (e.g. residential interior design services) and where (London and the Home Counties)
There has to be a good reason for the release. Usually it’s a case study for a recently completed project or product release.
What is it that is interesting about your recent project (if writing on a case study). That fact that you have finished it, and that it’s beautiful is irrelevant to journalists. Alas, the reality is most clients are hard working people with busy lives who don’t make for interesting cases. You just rarely get a headline-grabbing customer. So try to think laterally about what you’ve done. Have you managed to gain an extra bedroom without extending? Have you upcycled the kitchen? If you can’t think of anything, get a friend who knows nothing about the industry to have a look at the after images and tell you what they think is interesting.
Don’t bother talking too much about the before. Unless you are pitching to a renovation magazine, nobody cares that there use to be a wall there. A brief “the previous layout didn’t work, so we altered the internal spaces” will cover it. Remember, the people who will be reading it are not in your industry. If they are potential clients, they just want to know that you can create the finish they want, they don’t care how. And really, nobody cares about any home except their own.
What to Write:
Structure and Content: (from most to least important)
context/facts: the story!
quote (convey authority, expertise, enthusiasm must be authentic)
social media icons
biog or background
450 words optimum length.
Everything should be useful!
Ideally just send 1 image. You are not sending them the entire story, just letting them know the facts and they will determine if there is a story there, and then they’ll contact you for more photos and text.