Copywriting, Content Writing, and Press Releases
Let’s start with the basics. Copywriting is for advertising; content writing is for websites, brochures, and other marketing collateral; press releases are for news agencies and publishers.
Many Calgary business owners struggle with getting the media’s attention. The first issue many people have in public relations is how to write a press release. Often, business owners mistake the different roles of advertising and PR. It is not uncommon to be asked to write a press release for a business but be given a draft that is basically advertising copy. Matterhorn’s in-house PR expert, David Howse says, “in my conversations with Calgary media publishers and journalists, I have been told the most common item in a journalists email inbox is a product or event pitch that has little to no value to the public as a news item… we just delete those.”
There are only a couple journalists in Calgary interested in new business startup stories, unless you are going to hire 100 plus people. There are no journalists interested in writing about your business event when you want to charge admission – unless you’re the Dalai Lama. “Do you think I’m waiting here for you to send me an article so I can help you get rich?” – is another common response by journalists who are asked to write about what should be an advertisement.
Let us write your press release
If your current idea for a press release is just an ad, let us rewrite it for you. We can help you find a real story and put that in front of the right journalists.
Journalists are not your servants
Putting a proper PR strategy behind your objective will increase your chances of success. Having a good relationship with journalists will only help your chances. Understanding that journalists have both tight and multiple deadlines will change the way you approach them.
Our public relations track record
Over the years, we’ve had dozens of news items aired and published for not just our big clients but for individual clients too. We’ve placed over 20 news items for Bill Borger and his company Borger Group of Companies, for Century Downs Racetrack and Casino, and countless other pieces. We’ve gotten our clients interviews with:
- The Calgary Herald
- The Calgary Sun
- The Edmonton Journal
- The Globe and Mail
- The Financial Post
- Global TV
- Shaw TV
- Rogers TV
- The New York Times
- ABC’s 20/20
- Impact Magazine
- CA (Chartered Accountants magazine)
- The Vancouver Sun
- 660 News Radio
- 770 News Radio
- CBC News Radio
- Business in Calgary
- and many others
The length of ad copy should be determined by the product or service, the medium, the audience, and the goal of the ad. Grammar, tone of voice, the story, and many other elements need to be considered to make a great advertisement.
Writing for websites is not necessarily just about writing for your audience. If you want your website to have great SEO then you also need to write for Google. Balancing the needs of your audience and Google’s requirements for high page ranking is something that takes a lot of skill. For example, if you Googled ‘Calgary press release writer,’ this page will come up in the top 10 on Google. The page also reads very well – you made it this far haven’t you? Whether or not someone picks up the phone and calls us because of this page will determine whether or not we balanced our readers’ needs and that of Google.