Creation of the Press Release
With this list of journalists in mind, we created in total four different press releases, two for the UK market and two for the Dutch market. Each press release was focused on a different aspect of the story and context we had researched, focusing on the IPO angle for investment publications, and sustainability and greenwashing for publications more focused on this environmental and green business side of things.
The research we had found during our story creation was put into the relevant press releases, using data to give authority to each version. Journalists always appreciate data, particularly if it is telling of an undiscovered pain point and issue within their niche.
With the press releases ready, we sent them out to the relevant journalists. To ensure our success, we personalized our pitches for the top tier publications, crafting different angles for different journalists, researching their previous work to make sure our efforts are as concise as possible.
Because we’ve already researched extensively what outlets to pitch to, we wasted no time in this stage once the press releases have been approved by the client.