Coverage comes from a story someone wants to retell. A short note on writing the version people pass on.
A press release is written for the person sending it. It lists the launch date, the founder’s quote and three facts about the product, in the order the brand cares about them. Then it lands in an inbox with two hundred others and does what most of them do: nothing.
Write the version someone would retell
Before we write anything, we try to say the story out loud in one breath, the way a journalist would tell an editor. “A fragrance house rented a greenhouse and lit it with candles for three nights” is a story. “Maison Ombre announces its new eau de parfum” is a notice. If we can’t get it to one breath, the idea isn’t ready, and no amount of formatting will fix that.
Send less, and send it to one person
We pitch each story to a short list of writers who cover that world, with a note that says why it fits their section this month. One good pitch to the right desk beats a release sent to the whole database. The release still exists. It sits in the press kit for the people who ask for it, with the facts, the images and a phone number that someone answers.
The test is simple. Would a reader forward the story to a friend? If not, we keep working on the story, not the release.
( Next article )
Three Clamour campaigns shortlisted this autumn