Press releases are critical tools to delivering important information. If you want to ensure that the information in your press release is actually published, you need to reach the right people with the right message, at the right time. Writing an effective press release is the first step. Let’s get started.
Not All Press Releases Are Created Equal
In his Adweek article “16 Tips to Improve Your Press Release,” Shawn Paul Wood uncovers key tips to make your press release soar, summarized and generalized below.
Steering clear of the tl;dr: For older generations this shorthand means “too long; didn’t read.” This also speaks to the world we live in today; information needs to be concise to be noticed. If you have huge chunks of text in addition to a lengthy boilerplate, you may be ruining your chances to be seen.
Creating an irresistible end: Your press release send-off should be the dangling carrot to journalists that convinces them that they have to make this a story. Put effort into this last “why it matters.”
Avoiding jargon: When you craft a good press release, it’s for your audience, not for you. Therefore avoid the jargon that muddies the waters of comprehension and enjoyment. Make it natural and relatable.
Embracing diversification: If you become too predictable with your types and styles of releases, no one will take the time to read “the same old” thing. Mix it up.
Realizing timing is everything: Most releases are sent at the top and bottom of the hour. If you want to stand out, send your release out at a different time.
Including quotes: Quotes should be used like pepper. Don’t overdo it. Pick and choose your quotes wisely and only include the right ones for this specific story.
Putting the finesse into the writing: Simply, writing matters in press releases. Put your best writers on the job for these public documents.
Highlighting the call to action: With every press release, it’s important to know your end game. Make sure your call to action helps you achieve your goal and make it impossible to miss. If people don’t see your CTA, your press release is a dud.
Letting media shine: Multimedia is the extra push that can pay off big time. Add an image or a video. Want proof? “PR Newswire has research that shows visibility of your press release content could increase by 552 percent.”
Putting power into the headline: The headline is huge. In fact it’s so critical, consider these Cision “10 Knock-Their-Socks-Off Press Release Headline Writing Tips” written by Susan Guillory, briefly bulleted below.
Think front page: Imagine this press release on the front page and what kind of headline you’d need to grab eyes, and craft it with that purpose.
Use an active voice: To get attention, be active and not passive.
Appeal with data: Hit a headline homerun with an irresistible statistic that makes people need to know more.
Be clever: Double-meaning or sensational (within reason) can go a long way!
Be an artist: Paint a picture with your headline with the right strong words and imagery.
Provide answers: If you already know the first question of your readers, put the answer in the headline to get them engaged.
Write the first part, last: The headline is your finale. Write the story first to understand the whole and then give it the proper headline that adequately introduces this great piece.
Put punctuation as a priority: A colon can go a long way in creating an informative and complete headline is a concise way.
Alliterate: Alliteration is amazingly adequate for alerting the audience of amazing work ahead. Have fun with these catchy headlines that make people look twice.
Make people care: It’s not enough to create a press release. It’s good when it matters and when people will care about why you wrote it in the first place, so answer the “who cares” in your headline.
Limiting the superlatives: Stick to the facts in your press release and limit spelling out just how “wonderful” or “amazing” you (and your product) are.
Factoring in emotion: The audience won’t care as much as you do about this release; they just won’t. Factor this into your expectations about what happens after the press release launches.
Citing your sources: Don’t toss in statistics without the back up. Be credible in every single thing you print.
Sparingly use SEO: We know keywords are important to SEO. But, don’t put SEO above all else otherwise you’ll have a jarringly bad release filled with keywords and no real content or purpose.
Managing the ego: Again, this release isn’t about you. Remember what is important to your audience and go from there.
Finding the art of chilling: Not everything is breaking news. Instead of writing about your release in a five-alarm style, think strategically about your tone and how you want people to read it and absorb it.
Now It’s Your Turn To Create News
Does this change how you will write your next press release? Are there any other tips you would add to this list? Let’s share them here!
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References:
https://www.cision.com/us/2017/08/10-knock-their-socks-off-press-release-headline-writing-tips/
http://www.adweek.com/digital/16-tips-to-improve-your-press-release/