In another bonus episode, Tom speaks to PR guru Emma Padden.

Emma’s career has seen her ascend to the very top of the PR industry, working as a senior director at several of the biggest agencies in the UK.

But recently Emma, along with seven other equally illustrious colleagues, made a leap into the unknown and set-up their own organisation.

PR Mums is a unique community that offers support for women looking to return to the industry after taking time out to start a family.

Find out more about the work they do at their website: www.pr-mums.com

If you need help with press release writing or strategy, you can contact Tom Clarke in the following ways:

LinkedIn: www.linkedin.com/in/tom-clarke-a6732353

Website: www.tjcclarke.co.uk

Email: tom@shinebrighterconsulting.co.uk

Music credit:

Happy Strummin’ by Audionautix (https://audionautix.com/)

Artificial Intelligence in the PR Industry...

A neat little tool to help you write your press releases? Or DOOM FOR THE ENTIRE HUMAN RACE?

Well, probably the former. But best to stay vigilant...

In this bonus episode, Tom is joined by press release guru and friend of the podcast Andrew Woodall.

They discuss:

- AI content generators that can create a press release in seconds from just a few keywords

- How to give AI releases a human feel

- Whether Tom will still have a job in two years (after being made obsolete by our terrifying robot overlords)

Find out more about PR CoPilot: https://www.agilitypr.com/prcopilot/

If you need help with press release writing or strategy, you can contact Tom in the following ways:

LinkedIn: www.linkedin.com/in/tom-clarke-a6732353

Website: www.tjcclarke.co.uk

Email: tom@shinebrighterconsulting.co.uk

Music credit: Essence by Audionautix (https://audionautix.com/)

Clip from Terminator 2 - © StudioCanal 1991

In the first of a series of bonus episodes, Tom speaks to Mike Howarth, a small business owner who was inspired to write his first press release by listening to this very podcast!

Mike’s business, Centre Spot UK offers football fans bespoke clothing featuring the coordinates of their local grounds.

The company has also pledged to donate 5% of all profits back into grass roots football, and has already donated balls and equipment to clubs in the North West.

Tom and Mike discuss how to create a compelling press release hook and how to get local media interested in his story.

If you need help with press release writing or strategy, you can contact Tom in the following ways:

LinkedIn: www.linkedin.com/in/tom-clarke-a6732353

Website: www.tjcclarke.co.uk

Email: tom@shinebrighterconsulting.co.uk

Music credit:

Pop Rock Bed by Audionautix

In the fourth and final episode of the series, we look at what to do once you have written your press release.

Where should you send it? Who to? How can you measure its success?

In this series, I am joined by:

Freelance journalist Lauren Potts.

PR Account Director Duncan McKean.

And press release expert Andrew Woodall.

If you need help with press release writing or strategy, you can contact me in the following ways:

• LinkedIn: linkedin.com/in/tom-clarke-a6732353
• Website: tjcclarke.co.uk
• Email: tom@shinebrighterconsulting.co.uk

Many thanks to Jay Vydelingum at Clement Stories for editing and production.

[Credits]

Excerpt from All The President’s Men (C) 1976 Warner Bros. Entertainment Inc.

Sourced YouTube: https://youtu.be/VkuAFWR4xvw?si=Woq_NI_H0LMUuAvP

Music:

Suspense Action by Audionautix

Intriguing Potential by Northern Points

The Search by Northern Points

Namaste by Audionautix

Today, we examine the famous press release template.

We look at the main components of your press release piece by piece, from the headline to the boiler plate.

Here’s a link to the example I talk about (08:00").

• MoneyGram Celebrates Top Workplaces USA Award for Third Consecutive Year

In this series, I am joined by:

Freelance journalist Lauren Potts.

PR Account Director Duncan McKean.

And press release expert Andrew Woodall.

If you need help with press release writing or strategy, you can contact me in the following ways:

• LinkedIn: linkedin.com/in/tom-clarke-a6732353
• Website: tjcclarke.co.uk
• Email: tom@shinebrighterconsulting.co.uk

Many thanks to Jay Vydelingum at Clement Stories (https://www.clementstories.com/) for editing and production.

[Credits]

Coca-Cola 1971 - Hilltop “I’d like to buy the world a Coke” (C) The Coca-Cola Company

Sourced YouTube: https://youtu.be/1VM2eLhvsSM?si=PLxILv4VnVMj8o7a

Music:

Intriguing Potential by Northern Points

The Search by Northern Points

Namaste by Audionautix

Are you sitting comfortably? This episode is all about storytelling in press releases.

While many traditional stories, like fairytales, are written in a linear way, media articles and press releases have to "ruin the ending" by bringing the big news right to the front.

In this series, I am joined by:

Freelance journalist Lauren Potts.

PR Account Director Duncan McKean.

And press release expert Andrew Woodall.

If you need help with press release writing or strategy, you can contact me in the following ways:

LinkedIn: linkedin.com/in/tom-clarke-a6732353

Website: tjcclarke.co.uk

Email: tom@shinebrighterconsulting.co.uk

Many thanks to Jay Vydelingum at Clement Stories for editing and production.

The Perfect Press Release is a Clement Stories production.

Credits:

Little Red Riding Hood - Adapted from Golden Little Book

(C) 1985 Western Publishing Company, Inc

Sourced YouTube: https://www.youtube.com/watch?v=5CkCpx3CE2Q

Music:

Intriguing Potential by Northern Points

The Search by Northern Points

SneakySnooper - Audionautix

In this episode, we look at how PR professionals can use press releases as a bridge to the media.

By making sure your release is newsworthy and relevant, you can maximise your chances of being noticed by the journalists that matter to you.

In this series, I am joined by freelance journalist Lauren Potts (linkedin.com/in/laurenrpotts/),

PR Account Director Duncan McKean (linkedin.com/in/duncanmckeanpr/),

and press release expert Andrew Woodall (linkedin.com/in/andrew-woodall-32a7678/).

If you need help with press release writing or strategy, you can contact me in the following ways:

LinkedIn: linkedin.com/in/tom-clarke-a6732353

Website: tjcclarke.co.uk

Email: tom@shinebrighterconsulting.co.uk

Many thanks to Jay Vydelingum at Clement Stories (clementstories.com) for editing and production.

The Perfect Press Release is a Clement Stories production.

Credits:

YouTube:1940s newsboys https://www.youtube.com/watch?v=ZuP3YdLPaVA

YouTube: Movietone newsreel: https://www.youtube.com/watch?v=B1Gt6hPuMaw

Music:

Intriguing Potential by Northern Points

The Search by Northern Points

Saloon Rag Vintage by Audionautix

How do I write a press release? Who do I send it to? How do I know if anyone will read it?

Welcome to The Perfect Press Release - Your expert guide lifting the lid on the PR secrets that will make your message impossible to ignore.

I'm Tom Clarke, a self-confessed press release geek and experienced PR professional.

In this podcast series, I will share the skills that will allow you to effectively use your press releases to tell your company's stories. We'll talk about ways to engage journalists and get their buy-in. We'll explore where to send your press releases when you've written them - and how to get the best value out of distribution services.

Plus we'll look at all the tricks you can use to make your press release stand out above all the others.

(Music: Intriguing Potential by Northern Points)