Ever wondered what actually goes into creating a press release campaign, and how we make sure it delivers real results, not just coverage?
Every successful campaign starts with a clear plan and a defined goal. Here’s how we guide you through the process, step by step.
1. Define Your Campaign Goal for Creating a Successful Press Release Campaign
Before we even start writing, we work with you to define what success looks like. Are you aiming to raise brand awareness, promote a launch, build credibility in your sector, attract new customers, or support a wider marketing campaign?
Having a clear goal helps shape everything that follows, from the angle of the story to the media we target, and gives us something meaningful to measure against once the campaign is complete.
2. Decide What News You Want to Share
Next, we identify the story itself. This could be a company anniversary, a new senior hire, a launch event, an award win, or another genuinely newsworthy moment.
The key question is: is this news, or a sales message? Journalists want stories, not adverts. Once your idea is agreed, we’ll gather all the relevant details and develop strong quotes to bring the story to life.
3. Choose Where You Want Your News to Appear
With your goal and story in mind, we’ll look at where your news will have the greatest impact. That might be local, regional, or national media, or specialist trade publications that speak directly to your audience.
We’ll advise on the best approach and create a targeted media list of journalists and outlets most likely to be interested in your story.
4. Provide High‑Quality Photos
Great images can significantly increase your chances of coverage. A strong, editorial‑style photo helps your press release stand out and encourages readers to engage with the story.
Photos should be high‑resolution (300dpi) so they reproduce clearly in print and online. You can supply your own images, or we can arrange an editorial‑friendly photoshoot to perfectly complement your press release.
5. Writing and Sending the Press Release
This is where everything comes together. We’ll write your press release using all the approved information and imagery, laid out in the format journalists prefer to receive.
Once you’re happy with the final version, we’ll distribute it to our collated media list at the right time to maximise coverage and relevance.
6. Measuring Results and Post‑Campaign Review
After the campaign has run, we gather, share and review all the coverage achieved with you, including online articles, social media mentions, newsletters, and print coverage.
Most importantly, we measure the results against the original campaign goal. In our post-campaign review, we’ll discuss what worked well, what we’ve learned, and how those insights can help deliver even stronger results for your next campaign.
Does your organisation have a story to tell?
Get in touch with us today and let’s start the conversation.
About the author:
Emma Estridge is the Founder and Director of Mushroom Marketing & PR. With over 25 years’ experience in marketing and PR, she has worked both in-house for leading brands and in partnership with a wide range of agency clients.
You can link with Emma on LinkedIn here
Got marketing or PR questions? Emma offers a free 30-minute online meeting to help you get clarity and direction. Book your session here