Timing is all when it comes to press releases. Timing plus a nose for a story, sharp writing and clear explanation.
Our clients for this press release were a firm of accountants who had never before been front-page news – the splash, in newspaper terms – in the local paper read by swathes of their target customers. They were seeking press coverage, but needed guidance on what would be ‘news.’
The secret was good timing – and positioning the clients as experts on a hot topical issue. The topic was Child Benefit, and the fact that many local families would lose out to the tune of perhaps £2,500 a year after it was means-tested for the first time. At our suggestion, our clients, Antrobus Accountants in Petersfield, Hampshire, set up a Child Benefit hotline (just an extension on the office switchboard) and we sent out a press release positioning them as experts able to guide families confused by the complex changes.[/column]