Fitpros: Do You Know How To Use Info From Press Releases For Your Own Content Marketing?

August 22, 2016

fitness pro use press release for content ideas

The other day, I shared a press release I’d been sent in a fitpro marketing Facebook group. Some of the fitpros in the group asked me how they should use the info in that press release. Here’s what I told them.

First up: what’s a press release?

A press release (or news release) is a document sent out from a business to members of the media. Any business or organisation with news to announce can send one: brand, business, organisation, charity, NGB, sole trader, or the PR people who look after them.

Press releases are typically sent to journalists (in house and freelance), editors, and bloggers. But there are plenty of ways to access them (or get them delivered to your inbox) if you’re a business owner who writes their own content.

There is tons of info online about how to write your own press release. But what about using other people’s press releases as a useful prompt for your own content? With 26 gazillion (<< estimated figure) press releases being generated every day, why not use the info! Here’s how – and why – you should.

What kind of press releases have useful data/stats in them?

Most press releases will be about product news or business announcements. But some will be story-led (particularly in the fitness industry), and others will use data/research/stats as the “hook”. These are going to be the most useful ones for you as a fitpro in constant need of content ideas!

But I’m not a journalist or content writer like you… how can I access press releases?

Here are some resources – visit the sites, see if they distribute press releases in your industry (but do think outside the box, too), and sign up

e releases
PR newswire
PR web
PR genie
ResponseSource
Sport4Media

I’d also recommend signing up to email/newsletter lists. Fitpros could try signing up for latest news from NGBs (national governing bodies) in sport, sports organisations like UKActive and Sport England. PT and fitness training companies are another great source (the type that deliver training to fitpros). It is also worth trying to get on the email list of leading sport and fitness PR companies (like Promote PR) as they will regularly send out useful news about clients and industry research.

Finding your own best sources of industry news is a bit like building a great swipe file. It takes time. You’ll need to keep an eye out for sources, and then bookmark/sign up to them. It will be an ongoing process. But stick at it and before too long you’ll have a valuable resource.

OK. Got it. So how, when, and why would I use “stats” type press release info?

As a fitpro, you need to generate content, right? (PS If you don’t have time, or hate doing it, I can help << click 😉 ) Blog posts, Facebook posts, ideas for emails, newsletter articles. Every hook and idea helps.

Most of the press releases you’ll get won’t be helpful in this regard. But some will contain stats (from a study or survey), data, or industry insights. And you can use those as a hook for your own content.

Here’s an example:

You get a press release from a PT training company who are promoting their qualification for training older gen pop. As a hook for that press release, they have done a survey into attitudes and misconceptions about fitness. In the release, they give a load of stats from their in house survey.

>> 75% of women over the age of 55 have never gone into the free weights area of the gym. 63% of over-60s believe that lifting weights overhead will damage the spine.<> “Did you know that 75% of women over the age of 55 have never even set foot in the free weights area of a gym? That’s according to new researched published by XX Training Company, who recently surveyed XX men and women aged 50-70.”<<

(Then you'd add your own content, about how you can help older people train safely and with confidence… or whatever it is you do.)

You need to credit the course, and say where the stats are from. All the information you'll need will be on the press release.

Is that helpful? If you have any questions about using press release information for your own content, or about writing and circulating your own press releases, get in touch. I can help!

TheFitWriter Nicola Joyce on Facebook

Fitpros: Do You Know How To Use Info From Press Releases For Your Own Content Marketing? is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


I’m on a podcast (… so now you can hear what I sound like… !)

August 18, 2014

Screen shot 2014-08-18 at 17.37.57

Check my riddims! Not only am I blogging twice in the same day (!) but I’ve been interviewed on a podcast.

(Fun fact: “Be on a podcast” was one of my goals for the year. TICK!)

The lovely Katie Bulmer-Cooke interviewed me for her podcast – you can listen to the episode (number 7 I believe) here or directly on Katie’s website.

If you like it, share it!

Here’s what you’ll find out by listening to my interview:

– why fitpros and fitness businesses need to create more content
– how to reuse every single bit of content you produce
– the sporting challenge which kicked down the door and started my freelance writing career
– why your writing is part of your brand
– how to deal with awkward situations like… um… interviewing an Olympic athlete whilst they’re taking an ice bath
– how to find something to blog out within 30 seconds (it’s so easy!)
– why I think of myself as “a little dog” (did I really say that? I’m so weird)
– what I sound like when I guffaw at my own jokes

Thanks for the interview, Katie! x 🙂

I’m on a podcast (… so now you can hear what I sound like… !) is a post from the Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


thefitwriter profiled on Fitcetera’s Yeah She Lifts

March 6, 2014

This week I’ve been interviewed by Georgina over at Fitcetera for her series about ladies wot lift called “Yeah, She Lifts”.

nicola joyce yeah she lifts

Check it out here (please excuse the overshare – I don’t think I’ve ever told that particular story before and I don’t know what possessed me to do so now!)

Thanks for the opportunity, Georgina aka Ms Fitcetera!

PS I don’t often write guest blog posts for people but when I do, they’re full of advice for fitpros about how to write press releases which get read – and used. Check it out over on FitPro Client Recipes.

thefitwriter profiled on Fitcetera’s Yeah She Lifts is a post from the Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Industry secrets – how fitpros should connect with industry media contacts

February 25, 2014

Ever wondered how people get their names, products and services in front of industry journalists and magazine editors?

How fitpros can get in there with editors, journalists and bloggers

First of all, understand how the chain of command in the media industry works.

There are in-house journalists (staff on magazines or newspapers). Their bosses are editors, commissioning editors and sub-editors. Then you have freelance journalists (like me), who usually specialise in a sector. Freelance journalists will be commissioned by inhouse staff to write features, interviews, kit tests and other bits of content for the publication. Then there are PR (public relations) people. They work on behalf of brands, and part of what they do will be managing relationships with journalists and editorial staff.

What’s the process behind a magazine commission?

There are two ways in which a magazine article can come about: from a pitch (from the journalist to the editor(, or from a commission (from the editor to the journalist). The latter usually – but not always – happens when the editor already knows the journalist by reputation, or if the journalist has previously written for the publication.

For pitches, journalists need to come up with strong, timely ideas. When we get commissioned by an editor, we will usually need to find case studies, expert comment and/or products to fit the brief. We may have to do this extremely quickly and we’ll therefore be looking for fitpros who can help us by getting spot-on product information, fantastic expert comment or strong case studies.

On the topic of kit tests – these are always commissioned. We will never be able to pitch an editor the idea of testing a single product. So, if you want to get your product in front of an editor, you need to send it to them first and then they will send it to one of their freelancers to test. (I can write a blog about press releases if this will help?)

What about fitness blogs?

If publicity via a fitness blog is on something you’re interested in, you need to get in touch with bloggers. Bloggers are our own “editors” and those of us who do product tests can be contacted directly to see if a review of your product would make good content for our readers. Are blogs are a suitable outlet for your product and a worthwhile part of your marketing strategy? That’s your call. But it’s worth bearing in mind that customers are increasingly reading blogs for online reviews and feedback.

You can also try contacting fitness bloggers to see if they need guest bloggers. Personally, I find “cold call” emails offering guest blog posts irritating at best, but that’s usually because they’re very sales-y and not offering anything useful or readable. So, by all means give this strategy a try (but not with me… 😉 )

How can you make the most of freelance fitness journalists?

We want to work with you and hear from you, but you need to know what we need – and what we don’t need – when a deadline is looming. Here are a few tips.

Do contact us, but only with information we have previously stated we’ll find useful or which will fit the commission we’re working on
Don’t send information which doesn’t fit the bill, no matter how strongly you feel the magazine should feature it
Do note our deadline and tell us honestly if you can help us meet it
Don’t promise anything you can’t deliver
Do send complete information, images, case studies, contact details
Don’t send information and then disappear off the face of the earth (at least let us know who else in your team we should speak to)

How do magazine editors want to hear from you?

I asked one of the deputy editors I write – Laura Jones at Body Fit magazine – to give you some advice. Here’s what she had to say:

“Remember that editorial staff at consumer magazines like Body Fit get hundreds of press releases a day. To give yours a chance of being read, make sure it has an eye-catching headline, relevant content and all the contact details we might need. Make sure you read the magazine first so you know what kind of content we do – and don’t cover – and ensure you know who our target readership is.”


How to find a freelance journalist with a relevant commission

“This is all great”, you say, “but how do I begin to find freelance fitness journalists? And how can I know which articles they’re working on?” OK, I’m about to let you into some real industry secrets here… make sure you use these!

Twitter – search the hashtag #journorequest – journalists use this when they need a quote, comment, product for an article they’re writing. Save the search as a stream so you can see it every day.
Responsesource – use the website Responsesource – journalists and editors upload specific requests here
Networking – online and in real life. If you find a journalist in your sector, keep in touch.

Industry secrets – how fitpros should connect with industry media contacts is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Fitpros: how much quality written content are you producing?

May 25, 2011

When was the last time you created a quality bit of content which shows your passion and expertise?

I was at the Fitness Entrepreneur Bootcamp last weekend – a business conference for the fitness industry. One of my favourite speakers from last year’s event was back again: Nick Nanton of Celebrity Press, a branding guru based in the States. He really knows his stuff when it comes to identifying your positioning, building credibility and using your community. Important stuff for any individual, brand or business in the sport and fitness world.

I worked with Nick last year on a book project, helping some of his authors by ghostwriting their chapters. The book – “Total Body Breakthroughs” – became a number one best-seller on Amazon. Nick kindly offered to give a video testimonial for me and here it is

Thanks Nick!

What I really wanted from Nick was the best advice he could give my fitpro readers when it comes to writing content. Check out this very short video.

As you heard in that video, Nick says credibility is key for any brand, business or individual. And you build credibility through content – lots and lots of strong content. The more content you have, the more people know you know, he says. Remember, your target market aren’t mind-readers, you need to show them you’re an expert. Put your content out there so it can physically stack up to prove your expertise.

Nick advises you to create:
– blogs
– articles
– e-zines
– magazines
– newsletters
– press releases
– books
– seminars
– webinars

Online, offline, written, recorded, audio… it’s all relevant.

Nick says (and of course I’d agree) that you do need to make sure it’s well-written and edited (and he kindly says that, if you can’t do that or don’t have time, find someone like me who can do it for you).

Fitpros: how much quality written content are you producing? is a post from The Fit Writer blog.

Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who writes for the sport and fitness industry. Her main website is here.


Fitness press release gets result in 120 minutes!

May 13, 2010

How press releases can get you media coverage- quickly!

I genuinely love helping my clients promote their products, services and new launches. I think every personal trainer, coach and fit pro does a hugely important (and often overlooked!) job so I am always happy to use my professional copywriting services to get them media attention.

This was true for a recent client who approached me wanting media coverage for a charity fitness event she’s holding to raise funds for a well-respected local charity.

She’d never had a press release written and wasn’t sure what it involved.

I explained the process: I’d interview her to get the basic information about the charity event and about her business and then I’d do my own research and write the press release.

I contacted the charity to get a quote from them about how grateful they were to community fundraisers, and I researched a list of about 15 local newspapers, websites and radio stations who might run the story.

My client gave me feedback on the press release and then I turned it into a PDF and sent it out to the list of media, before supplying her with the list so she could follow it up in her own time.

Guess what? Within two hours – yes, that’s 120 minutes – of the press release being sent out, my client had a call from one of her local newspapers!

I want to HIGHLY recommend Nicola Joyce. Nicola wrote me a press release for my business and within 2 hours of it being sent out, my local paper phoned me to arrange to take my photo for next week’s edition! They also said it was very well written, saying they usually have to completely rewrite but not this one! Thank you so much Nicola.

Do you have a new bootcamp, fitness class, charity event, membership service or fitness product which needs media coverage? I’ll help you: I’ll write the press release, identify target press, send the release out to them and supply you with a list of contacts for follow-up. All you have to do is get ready for your close-up! 😉


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