Editor's Press Release of the Month | A Trio of Releases from Cash Welcome

With the government proposing a crackdown on card surcharges and new data revealing the staggering loss of ATMs being spotlighted in October, Jason Bryce’s Cash Welcome campaign reminded us why cash is king. Several timely press releases from Cash Welcome offered differing and informative perspectives to hot topic issues and garnered widespread media coverage in doing so. 

Headline/Opening Paragraph

Consumers and retailers will lose if card surcharging is banned

926 ATMs gone in one year

ANZ Bank must have a plan for the Blue Mountains

The headlines of all three releases show the value in crafting punchy and direct statements that leave little room for ambiguity. This technique jogs journalists’ memories to provide a quick recall of facts, and increases the chances of pick-up. 

PRO TIP - Original perspective on a topical story

Tapping into the news value of timeliness (among others - conflict, impact, proximity), Cash Welcome set themselves apart by responding within a short timeframe to the government surcharge announcement, and the data drop from Australian Prudential Regulatory Authority and the Australian Payments Network.

Level-Up Opportunity

While it can be frowned upon to piggyback or newsjack from other organisations, briefly mentioning them in passing (without dedicating significant press release real estate) can bolster your own statements and opinions by showing relevance and credibility.