DTC品牌如何撰写专家级新闻稿及投递美通社

奇赞

2023.01.15

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一、为什么要写新闻稿（Press Release）？

撰写和投递新闻稿的重要性

新闻稿是向世界宣传我们的产品或公司的主要工具;
新闻稿是记者报道我们的产品或公司时最常用的资源;
发布一份新闻稿并不能保证我们立即得到福布斯的报道。

美通社(PR Newswire)——世界上最负盛名的新闻报道机构：

170个国家，40多种语言
3000个新闻编辑室，如《纽约时报》和ABC新闻
4,500个美国网站(包括Yahoo!，金融和市场观察)
全球1万个网站、门户网站和数据库

二、如何撰写专家级新闻稿？让故事有趣简洁并具有新闻价值

撰写专家级新闻稿时，要记住：

所有记者和媒体机构都对读者负责任，而不是对某个品牌或公司。
无论产品关注点是什么——我们卖的不是产品，而是故事。
一旦活动在Kickstarter或Indiegogo上启动，支持(而不是销售)的作用就会减弱。
当活动结束或转到InDemand时，支持团队的作用会再次增加

在一篇优秀的新闻稿中，我们要考虑以下问题：

我们的主要观点是什么?
为什么媒体应该关注我们？
文章该引用谁说的话，为什么?
公司的宗旨是什么?

三、案例研究

DTC品牌如何撰写专家级新闻稿及投递美通社

产品标题：Pico-掌心里的花园

吸引记者注意
专注于产品故事，清晰而简洁
不要试图制造神秘和阴谋
使用现在时，运用生动的、积极的动词
阅读竞争对手的新闻稿，找找想法

核心文案

“With telescopic grow lights, self-watering and multiple-mounting options, Pico makes growing plants at home easy and accessible to all. It’s the need of the hour in the days of home confinement. After a month on Kickstarter, Pico’s community pledged over $1.6 M for over 45,000 Picos!”

在Pico网站上，我们把“选择Pico的原因”与新冠疫情联系起来
我们的“wow”效应在Kickstarter上引起了巨大反响

第一段内容

In these uncertain times, plants are exactly what most of us need.

They are known for their ability to relieve stress, enhance concentration, and improve air quality. But taking care of plants shouldn’t come with additional stress.

思考：

产品的故事完整吗?
潜在客户是在使用它享受它，还是这个产品对人们有所帮助？

第2-5段内容

Pico is a pint-sized gardening companion you can attach to any surface to grow a wide variety of thriving plants anywhere and at any time. Whether it’s fresh herbs for cooking, indoor air-purifying plants or just succulents you want to grow, Pico has got your back covered. With its help, taking care of plants will become hassle free.

With Pico, anyone can grow their favorite plants indoors all year round. You can forget about worrying if your plant is getting enough sunlight – Pico has a multi-spectrum LED kit that supports a wide variety of plants and provides complete autonomy from sunlight. It is the same light that indoor food farms and professional growers use to grow their plants but in a convenient miniature size.

Pico removes the guesswork involved in watering plants. Its clever self-watering tech stores water and provides on-demand watering. It involves no motors or pumps, instead relying on capillary action and gravity to give your plants exactly the water they need. All you have to do is pour in a glass of water once a week.

Pico will always be at your side. You can stick it on your fridge and grow your next salad’s fresh cilantro, or place it on your desk to always have enchanting roses nearby. With interchangeable mounts, you can customize your Pico to make sure it fits your needs and lifestyle.

补充小贴士

能用一个词说明的时候，尽量不要用5个词——保持话语简洁
不要使用太抽象的术语或太时髦的词汇

e.g.

“在我们公司，我们应用经过认证的全生态系统集成设计体验，动态地最大化整个营销漏斗的表现。”

引用/引言

引用某人的话可以给我们的故事增添人情味
引用能为记者的报道提供方向
引言要简单，用一句话简单介绍说出这句话的人
适当调整引用的话语，使之适应产品故事

故事可以更详细一点

Halfway through the campaign, Pico became the most-funded plant project on Kickstarter when it turned into the first to pass the $1.5-million mark a goal achieved by less than 0.1% of campaigns! That energy carried through the entire month-and-a-half, and culminated in the last 24 hours. The final minutes of the campaign on Kickstarter were especially intense, as the community came together to make the final push to cross the $1. 5M mark.

Very soon all Pico supporters will start their plant-growing journey. The global situation notwithstanding, Pico ramped up production and will start the delivery of over 45,000 Picos to their Kickstarter followers in July. And it doesn’t end there. For a limited time, everybody will still be able to get their Pico at a discounted price on Indiegogo InDemand.

注意：

不要让新闻稿过于冗长
确保在文章最后附上活动链接和CTA

样板信息

Pico was developed by Altifarm, the team that already achieved great success with larger urban gardening technologies. Pico’s goal is to help make urban gardening even more accessible, allowing more people to dip their toes into that world and stay connected to nature, with a garden in everyone’s palm.