Crafting the ideal press release for the motorcycle media
In a shifting media landscape press releases remain a powerful element in the marcomms toolkit. Effective and efficient communication is essential from a brand and a media perspective. In this guide we'll delve into the details of writing the perfect press release, tailored specifically for the motorcycle industry. Whether you're representing a brand unveiling a groundbreaking product, an organization promoting an event, or a federation making an official announcement, a well-crafted press release is the key to capturing attention and driving engagement.
Understand your audience first
Before even writing the first word of your release, it's crucial to establish who you're addressing. The motorcycle industry is diverse, comprising enthusiasts, riders, professionals, potential partners/customers, investors, media personnel and many more stakeholders.
Maybe your ultimate audience is B2B, in which case the tone and contents will need to be appropriate for that readership and you will be looking to publish or seed the content into platforms or business media where your target market will see the release.
If your audience is B2C – for example riders of a specific type of bike - your press release will need to be informative and interesting enough for journalists who cater to that segment of the rider market to consider writing about what you send them.
Tailor your message to resonate with these varied audiences of journalists and final readers, focusing on what matters most to them - whether it's aesthetics, performance, safety, innovation or niche community focussed news.
The experienced content team here at Motorcycle Marketing have produced articles, newsletters and press releases for the likes of Dorna, MotoGP teams, Red Bull and numerous manufacturers, including current clients such as KTM and Yamaha.
Working towards defined objectives
What do you aim to achieve with your press release? Are you announcing a new product, promoting an event, or advocating for a specific cause, such as road safety? Clearly define your objective to ensure your message remains focused and impactful throughout.
If the press release is mainly being placed for SEO objectives, then again the structure and contents of your press release will need to be adapted to that purpose. Incorporate relevant keywords and phrases throughout the content, particularly in the headline, lead paragraph, and subheadings. Additionally, include links to your website or relevant resources to drive traffic and improve search rankings.
Think about the actions you want journalists and other recipients to take when they receive the press release. If you want them to be engaged by the headline, interested in the topic as they read the body of the release, effectively informed by any data or statistics you include and hungry to find out more (in an accompanying media pack you also send) then your press release structure must be built around those goals.
Structure your press release appropriately
Overall, industry-standard formatting will ensure your press release appears polished and professional. The headline is logically the first thing journalists and readers will see, so make it count.
Keep it concise, engaging, and relevant. Use action words to grab attention and convey the essence of your announcement. For example, ‘Innovative helmet to improve global rider safety standards’ or ‘Annual charity ride out to bring Denver rider community together’.
After the clear and concise headline, a dateline should indicate the release date and location.
The opening paragraph should succinctly summarize the most important aspects of your announcement. Media rely on the lead paragraph to decide whether your press release is worth covering, so it must be compelling.
Structure the body with short paragraphs and bullet points for easy readability. What sets your announcement apart from the rest? Whether it's cutting-edge technology, exclusive partnerships, a limited timescale on an offer or the announcement of an exciting line-up at a forthcoming event, emphasize what makes your press release noteworthy.
Keep to the most relevant information and avoid unnecessary jargon, unwarranted superlatives or overly technical language. You can also provide further information in a media pack which includes detailed specs and helpful accompanying images and videos, but don’t expect every journalist to work through all this information at first glance.
High-quality images, videos or graphics can complement your press release and enhance its visual appeal, but it’s best to avoid attaching heavy files to emails delivering your press release. Host the visual content elsewhere – in Google Drive or Dropbox for example - and make it easy for relevant journalists and contacts to access those files.
At Motorcycle Marketing we create both plain text and HTML versions of press releases ready for distribution to targeted media contacts, giving us the best shot at getting your message through.
After establishing the core message, you can provide additional context and background information. Include quotes from key stakeholders, statistics or testimonials to lend credibility to your announcement, though you should always attribute credit to any third party sources properly.
Finally, conclude with a boilerplate providing an overview of your organization and relevant contact information.
Distribution and follow-up
Once your press release is thoroughly proofread and finalized, it's time to distribute it strategically. This is a topic covered in more detail in the follow up blog article.
A combination of distribution channels can be used, including newswires, a database of industry publications, social media and your own website. The Motorcycle Marketing methodology for distribution includes wide delivery to our network of over 600 international media outlets, or to a specific, relevant subsection of our media database.
Media coverage is unlikely to appear immediately after distributing your press release, unless you have something mind-blowingly game changing to announce. Personalized follow-up emails, DMs or phone calls to journalists, bloggers, content creators, publishers, editors and influencers help increase the likelihood of coverage.
In conclusion, writing the perfect press release for the motorcycle industry requires a strategic approach, attention to detail, and a thorough understanding of your audience and objectives. By following these guidelines and best practices, agencies, brands, companies, organizations and federations can effectively communicate their message, capture attention, and drive meaningful engagement within the motorcycle community.
To understand more about Motorcycle Marketing’s press release writing and distribution services, click here.
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