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Making headlines with the MARS 2020 rover

Nicole Laidler • October 15, 2019

3 tips for writing a press release that works.

Wilson Boynton at NASA's Jet Propulsion Laboratory

You may have heard that the press release is dead – a victim of the decline in traditional media. I’d like to respectfully disagree. Smaller newsrooms coupled with the growth of online publications and social media mean a well-written, well-timed, and well-placed press release can still pack a powerful punch.

Just ask the folks at Advanced Composites Training. They contacted me earlier this month for help telling an exciting story:

This summer, ACT CEO Wilson Boynton was invited to NASA’s Jet Propulsion Lab
to lend a hand in the production of the 2020 Mars rover.

Intrigued? So were the media, who quickly picked up the press release I prepared and sent out. ACT was featured on the evening news the very next day. The story was also included in a local weekly business news roundup and appeared on several industry websites, including this one.

Here’s why it worked:

1. We had a great story to tell!

Not everything is as newsworthy as working with NASA engineers on the Mars 2020 rover. But if you’re opening a new business, expanding an existing one, launching a new product, hosting a noteworthy speaker, organizing an exciting event, or doing anything that’s a bit out of the ordinary – it may be news that’s worth sharing.

2. We offered a selection of high-res photos.

Having a few high-res photographs to send out with your release makes it easy for news outlets to run your story.

Got video? In today’s digital age, that’s a bonus!

3. We sent it to the right people.

I have a pretty comprehensive contact list for local media. But when I asked ACT if there were any trade magazines that might be interested in their story, they delivered an impressive list of online and print publications. After a little bit of research, I had contact information for them, too.

It was exciting to see this little-known London company make news at home, and abroad. It just goes to show that a professionally-crafted media release can hit the mark, even in 2019.

Nicole Laidler is a freelance reporter and copywriter, serving clients in London, Toronto and throughout Southwestern Ontario. She helps people grow their success, one word at a time.

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