Having worked as a journalist for six years and now running a PR firm, I can share insights on writing effective brand PR press releases from two perspectives and angles, while balancing the needs of both sides to achieve optimal results.

My starting point for building relationships with media journalists is that I was also a journalist myself, and I share a bond of camaraderie with my good friends in the industry. Even today, many of my close friends still work as journalists. During my media career, I briefly worked at a PR firm; since 2019, I've organized over two hundred events in various formats—both in-person and online. Subsequently, I ventured into entrepreneurship and established my own PR firm.

During three to four years of operating the PR firm, our work has included: organizing press conferences, media lunches, press release writing, issue setting, news distribution, media buying, interview arrangements, and KOL reputation marketing—essentially everything media-related, handled end-to-end. We've even accumulated over 200 news articles in a single year for individual clients.

Photo: Press conference for Wacoal's anniversary celebration in late 2023, attracting extensive media coverage

So what kind of brand PR press release will journalists actually cover and cite?

First and foremost, it should not sound like typical brand PR language or commercial messaging—only then can journalists report based on the content distributed by PR professionals.

Take the "robot vacuum" as an example, split into two writing approaches:

What media will use:

(1) Sales figures (year-over-year comparison, total value, number of households): demonstrates lifestyle trends, lazy economy, etc.

(2) Discounts: comparisons on how to buy most affordably, or special gifts included

What media won't use:

(1) Detailed specifications, cleaning speed: unless the cleaning power is exceptional, media won't freely provide third-party endorsement for a product. So radar scanning, extra-large water tanks—media won't necessarily write about these. Such information is included only to ensure content accuracy.

(2) Development teams: just as media won't lightly provide commercial endorsement, development teams are reportable only if they're from world-class manufacturers. Otherwise, they're outside the scope of coverage.

As a PR professional, you might think, "How do I explain this to my boss?" But the trick to this point lies in "emphasizing issues relevant to the public," which is what media finds interesting and willing to cover naturally.

For example, something as simple as "buy one get one free on all beverages" relates to public welfare and good deals—media is almost always willing to cover it. The reason is that the public cares about it, and that generates viewership and clicks for media. This is what I mentioned earlier as "balance in mutual needs."

You can imagine the relationship between media journalists and PR professionals like a seesaw—when both sides' weights are equal, the plank balances in the air. The weight comes from satisfying each other's needs.

Journalists' needs, simply put:

  • Content related to public interest: deals (buy one get one), delicious food (lavish seafood meals), fun activities (ID swap for theme park tickets), shopping opportunities (outlets, anniversary sales), policy changes (transportation, childcare, tax filing, etc.), trending queues (famous restaurant openings), status symbols (e.g., iPhone15), etc.
  • Interesting, impactful topics: such as someone changing their name to Salmon to get free sushi, unlikely brand collaborations, holiday topics (Mid-Autumn Festival, Christmas, Valentine's Day, etc.)
  • Famous people endorsing or attending: celebrities (許光漢), political figures (central government officials), trending KOLs (李多慧), entrepreneurs (張忠謀), etc.

A PR professional's job is essentially to identify journalists' needs, set the right issues, and maintain good relationships with media contacts over time. Only then can you secure substantial exposure for your brand.

For media inquiries, contact: karenyang0503@gmail.com (Expanding Circle PR)