The writing of press releases seems to be a dying art.
It’s not because they are very difficult to write; it’s not even because they are really difficult to get published.
No, it’s because they often get overlooked in favour of other forms of marketing.
But the press release still has a vital part to play in your marketing strategy. Whether you write them in-house or prefer to hire in a copywriter, below are a few tips on making sure you create a press release that’s eye-catching, informative and effective.
How to write a great press release
There are several crucial elements to a press release. The following 6 aspects must all be present in the creation process if your press release is to be successful.
Are you ready?
Here we go…
1. Hook
The first think to remember is that people aren’t going to read it just because it’s got press release written on it. That alone will not convince them that it’s worth reading.
To get someone to take time out of their busy day to read it, you must provide a hook to get them interested.
Think about what you are writing and who you want to read it. If it is a local press release see if you can tie its content to a local event. Your hook must engage you reader, arouse their curiosity and make them want to know more.
2. Headline
It’s all in the headline. If that doesn’t pique their interested they won’t read on.
Come up with one that addresses a concept rather than just starts with your brand name. So don’t follow the pack. Try and come up with something more creative.
3. No Jargon
Even if your press release is aimed at industry professionals, there is a fair chance it will also be read by non-industry bods. If you fill it with techno-babble and jargon you are limiting your audience.
Make sure you use simple language that is accessible to all. If you do have to use technical language don’t be afraid to provide an explanation of its meaning.
4. Resources
A great way to convince editors and journalists that your press release is the making of a great story is to add resources. Link out to other related information sources; provide video and images – basically everything they would need to craft a news story.
5. Proofread
Nothing will kill your credibility faster than a press release full of spelling and grammatical errors. Always read through your press release several times or get someone else to proofread for you.
6. Share
A press release isn’t a press release unless you share it. Send it to local publications, distribute it to online outlets, email it to interested parties and utilise your connections on social media.
These 6 tips will help you create newsworthy press releases that will be distributed far and wide to help you spread the word about your business.
3 comments ↓
Companies need to remember that editors need good nes stories and that they really don’t give twopence about your company, its brand names, internal organisation etc. You can put all that drivel on your website, in your adverts or direct marketing. When you’re writing a press release remember it’s NOT about you! It’s about the journal’s readers! The ‘trick’ is to write a great news story and to very subtly and almost invisibly work your name and message into it.
Strangely, we often find that journalists who we get to write press releases for us are not aware of the magic formula even though they receive press releases every day – so PRs you need to police both your writers and clients to make sure that only high quality and relevant releases ever go out from your company.
Phil Turtle
Hi Phil, thanks for your insight into this.
Sally
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