A good press release makes a journalist's job easy. Follow these principles to improve your chances of coverage.
Lead with the news
Put the most important fact in the headline and first sentence: who, what, when, where and why.
Make it local and relevant
Explain why the story matters to Hong Kong readers right now.
Add quotes and data
A strong spokesperson quote and one or two facts make the story credible.
Provide ready-to-use assets
Include high-resolution photos, captions and a contact person who can answer quickly.
Keep it short
One page is ideal. Put extra details in a fact sheet.
Timing and follow-up
Send your release in the morning and avoid Friday afternoons and public holidays. A short, polite follow-up call or message to key journalists can make a big difference, especially if you offer an interview or an exclusive angle.
Build relationships, not lists
The best coverage comes from reporters who already know and trust you. Keep your media list up to date, read what each journalist writes and only pitch stories that genuinely fit their section. Over time, this builds a reputation as a reliable source.
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