When writing for PR, our main goals are to:
At Surfshark, we generally have four different types of PR copies:
| Type | Description | Goal |
|---|---|---|
| Press release | A press release is an official statement issued to online media sharing information or commentary on a particular matter. This is usually a brief but newsworthy text. | To enhance the company’s image or reputation; or to inform about something new (e.g., product, company update, new research findings, etc.). |
| Pitch email | A pitch letter is a short version of the press release. Pitch emails usually are short and sweet, consisting only of key findings of our longer story. Pitch emails should be written in the similar manner / TOV of the publication that we pitch for. | To catch the recipient’s attention. The subject line and the first few sentences are of the utmost importance, so they should sell the problem right away. |
| Byline (guest post article) | A byline is an article that identifies the author and is published on other websites, providing them full copyright. It is meant to build authority, brand awareness, and relevance. Bylines usually offer deeper insights into a particular topic that is close to a privacy and cybersecurity sphere. | To add value to a specific topic that’s interesting to the receiving party. |
| Expert commentary | Connecting Surfshark’s spokespeople to journalists as a source to weigh in on relevant news or trends with some interesting data points, know-hows, or anything else that might be of additional value to the journalist. | To add value to a conversation or hot topic, such as a new or different angle, data, expertise. |
When writing for PR, follow the points outlined in the General guidelines below.
The following structure should be used when writing a press release:
Headline → [Paragraph 1] Lead paragraph → [Paragraphs 2-3] Essentials (including quotes) → [Paragraphs 4-5] Background information
The key message should be very clearly stated in the headline of the press release. Journalists usually are in a hurry so it’s better not to waste their time and explain everything very clearly from the very beginning. Make the headline fresh, newsworthy, and interesting. Envision your press release on the front page of a newspaper to determine if it's newsworthy or not. Does the headline grab attention? It has to be focused on information that is relevant right now.