Do you want to know how to create a press release that will revolutionize your industry? That’s precisely what you’ll learn in this article.
This book explains the press release writing process in plain English and offers expert advice on how to create press releases that journalists and editors will love. You’ll also discover how often you should send out news releases to ensure that your story gets maximum coverage.
If your organization or brand is accomplishing something spectacular, you should not be afraid to tell others about it.
A press release is an incredibly efficient device for advertising your business and getting your message out to your target audience, whether you’re announcing a new product launch, recruiting a new employee, or giving back to members of your local community.
Contrary to popular belief, press releases are not obsolete. PR is one of the most effective inbound marketing techniques for expanding your online presence.
A professionally prepared press release not only improves company reputation and customer interaction but can also help boost SEO traffic and improve social media sharing possibilities.
However, with over 26 press releases submitted each day by reputable journalists and editors, you must make certain your publication application is memorable so it may be considered.
So, what should you include in your press release content? And how do you ensure that only the appropriate journalist receives your press release?
In this article, you’ll learn how to write effective press releases that will get the right journalists covering you in your field. You’ll also discover how often you should send out press releases.
What Is A Press Release And What Does It Do?
A press release is a formal announcement about an individual, company, or organization that is intended to generate news. A press release is typically distributed to journalists and editors to produce news stories from the data provided.
Paid media refers to news stories in which you don’t have to pay journalists to feature your story. Instead, the journalist’s decision as to whether or not your story will be published is entirely dependent on his or her discretion. This is why, for your press release to be recognized among the many pitches that arrive at the journalist’s desk every day, it needs to be written in an eye-catching manner.
While the media business has changed dramatically over the last decade, the basic concepts behind press releases have held up. It has, nevertheless, evolved somewhat alongside contemporary marketing and communication technologies.
Consumers’ ability to access information has never been easier, thanks in large part to social media, blogging, influencer marketing, and 24-hour cable news. So the single most important key to getting your story out there to the people in the competitive market is writing press releases with the journalist and end-users in mind.
What Does a Press Release Format Look Like?
To be able to create a superb press release, you must first understand how to write one. If you tell your story in a simple, comprehensible manner, journalists will be far more likely to quickly scan through your material and determine whether they want to cover it.
The first thing that people will notice about your press release is the headline. As a result, it must be attention-catching enough to catch the attention of your audience. Try to keep it succinct. Experts recommend keeping it to 70 characters or fewer. Shorter headlines are easier to read and appear more appealing. More significantly, make it intriguing, newsworthy, and concise.
When journalists read your press release, they want to know where you are and what’s going on in the world right now. As a best practice, indent the initial paragraph of your press release with your city and state.
Press releases are usually written in the inverted pyramid format. This means that the tale is told from least important to most essential. The most crucial portion of your press release is your lead or introduction. Whether a journalist will read through your press release or trash it depends on how you begin it.
Your lead must answer the five W’s: What is the news about, who is involved, when and where it occurred, and why it’s significant to keep readers engaged.
The body is where you should describe the H or “how” of the story. If you’re releasing a press release about a new product launch, for example, it’s acceptable to give specifics on how the device will benefit customers by emphasizing all of the advantages of the new goods.
It is crucial to keep things simple when writing a press release. If possible, include quotations and sources throughout the body to lend credibility to your press release material.
If you can keep the journalist’s attention for long enough, he or she is most likely interested in your tale. The boilerplate section of your press release is where you describe your company or yourself, what you do, and how you have been assisting consumers or clients with solutions. Make a point of emphasizing the values you offer in a fun and interesting.
At the end of your press release, include your name and contact information for your media manager or communications executive. If no one is designated for this job, simply include the contact information for anyone who can provide additional details about your news.
How To Write An Engaging Press Release
Define Your Target Audience
Every press release is focused on a certain group of people or firms. Defining your target audience will assist you in determining which angle is most important to them. The storytelling perspective refers to the point of view from which the tale is told. When you understand who your press release’s intended audience is, writing a narrative that appeals to them becomes considerably simpler.
Craft An Irresistible Headline
There’s something wonderful going on in your firm that you can’t wait to tell your community about – consumers, journalists, and your social media followers. Setting up a successful PR campaign begins with your headline, just like writing a fascinating blog post. You only have a few characters at your disposal, which might make it appear intimidating. However, creating an eye-catching headline is very simple.
Following these steps to develop a headline that will grab attention:
- Making your headline short and simple, with a length of 70-10 characters is fine.
- Avoid the use of superfluous words, no matter how beautiful they seem.
- Use active voice, e.g. XYZ Launches new website
- Paint a picture
- Write the headline last
- Use shocking but true data
- Make it newsworthy
Make it Newsworthy
Because time is limited in print, there’s a limit to how much content you can produce. To get your narrative published, you must persuade the journalist of the story’s importance and newsworthiness.
The first paragraph of your release, also known as the lead, should summarize the most significant details about it, including who, what, where, when, and why.
If your CEO wins an award, for example, you should explain why the honor is significant by referring to it directly (when and where it was given), as well as what it means to the honoree.
Write-In Clear, Simple Language
Remember that a press release isn’t written to wow your journalist or reader. Rather, it’s a mechanism for you to voice your thoughts about your company’s progress. As a result, make every effort to be as clear and precise as possible. Remove any superfluous jargon or ambiguous expressions that might divert the reader’s attention away from the main idea.
Avoid Echo Headlines
Echo headlines occur when your headline, sub-headline, and first sentence are almost identical. Repetitive appeal might be more detrimental to your reputation than it is worth, especially if you repeat yourself excessively. It’s preferable to keep the headline and sub-headline distinct from one another.
How Often Should You Send A Press Release Out?
Sending out press releases regularly is an excellent method to catch the attention of a journalist. Given this knowledge, you might be thinking about sending out a release once every week or two.
But, in reality, what is the optimum frequency for sending a press release without annoying the journalist?
You’ve undoubtedly received a slew of emails from someone or a company attempting to sell you something you don’t want. Was it an unpleasant experience? Isn’t it true?
When journalists are hit with irrelevant, spammy, or non-newsworthy material, they feel the same way.
Instead of focusing on the number of times, emphasize the newsworthiness or significance of your tale. That said, you should only issue a press release if you have something new to report.