Press releases, therefore, are among the most popular and effective means of publicizing important information like new products or services, events, achievements, or any other news deemed relevant to the public. Being able to produce a proper and well-written press release that would make these media outlets grant coverage is major plus for your marketing and public relations. Here are tips for writing and distributing press releases that capture attention and communicate your key messages:Here are tips for writing and distributing press releases that capture attention and communicate your key messages:
Define Your News Hook
Begin with asking – why should the audience be interested in the news you are delivering? Determine the kind of announcement, development, event etc. that is current, pertinent, engaging or influential to your target audiences. This will be the leading news hook that captures the reader’s attention instantly. For instance, introducing a new product or service, changes in the management team, new collaborations, received or granted recognitions and funds, discoveries or revelations, a coming event, etc.
Craft an Attention-Grabbing Headline
Given the fact that there are hundreds of press releases that are sent to different inboxes daily with all competing for the attention of the recipient, a good headline can be a make or break factor on whether the release will be opened or not. Headlines should be concise and easily understood while giving an accurate idea of what is being reported. These should contain some key aspects that are basic to any recounting of an event, these are the who, what, where and when. Learn how to write headlines that will generate curiosity and headlines that will have that knock out effect. Review headlines with others to have others analyze what captures attention.
An inverted pyramid structure is an effective way of structuring the release.
It is insisted that press releases should be organized in the inverted pyramid manner where the most vital information is presented first and other less significant information comes below but closely related to the main news. Immediately initiates the five W’s – who, what, when, where, why questions. Provide more details further into the release body in equal proportion in descending order of their significance. This format enables the editors or journalists to easily ascertain relevance.
Opening Paragraph and Quotes
There should be a hook, normally the main news and/or the subject of the press release, then the organization or company, the importance of news. It is crucial to write in a way that the reader gets at least a basic understanding of why this piece of news is important to him or her. The next 1-2 paragraphs give an account of more details about the news item Then, the article has one or two sound bites from leaders of the organization or other relevant experts. These quotes give a human face to the release and underlines how important it was.
Boilerplate
A press release should include a boilerplate – this is a standard paragraph that provides information on the organization issuing the press release, its main functions and tasks. It reacquaints those who may be conversant with your work and products, but are not so much in touch with your current activities and offers pertinent credentials in relation to the news. Modify boilerplates over time, especially as the firm’s range of products grows or evolves in some way.
Compelling Content
The body content that develops the specified news should be free from vagueness, and should be as concise as possible while offering the audience a meaningful background knowledge. The ‘why’ in this case is that the news matters to the intended audience and how the news matters to the intended audience. Enumerate evidences why the item should be considered newsworthy and credible through presenting facts, histories, statistics, or any other relevant specifics. Include what has led to the announcement, what future strategies are associated with it, or what expected impact will be felt.
Call to Action
The nature of a press release is that it must contain a CTA or a direct indication of what the target audience should do after receiving the press release. This may be going to the website, subscribing for an event, contacting the organization for interviews, using new offerings announced, posting news on social media, etc. It is important to be specific while reeling out any other action required from the media or the consumers of the news.
Media Contact Info
Provide an employee’s name, e-mail address, telephone number, and position for a public relations or communication officer who can attend to any media houses or journalists who might be interested in the story. Having their names and affiliation attached directly to the release news is also advised.
Compelling Photos/B-Roll
Accompany the press release news with attention-catching, clear images reflecting even the main focus of the press release, especially the subjects, venue, products or other tangible elements connected with the press release. Providing a link to download b-roll video clips concerning the news helps media get more material to work with. Always add descriptions of what is depicted in other associated media files like images.
Keywords and Links
Always use appropriate keywords and demonstrate a logical connection to other Web sites, resources, products or campaigns. This enhances the visibility and chances of the press-release being viewed by the media and other visitors in search of information on the topics. The third and last step is to verify that all links in the campaign are working properly before the messages are disseminated.
Distribute Broadly and Strategically
Email press release distribution through paid newswires enables one to send the press release to thousands of media editors and to some of the top media outlets. But releases still cannot be made without sending special invitations. Create media lists focusing on national and international print, online, trade, and broadcast media that cover your niche, geographical area, and the content of your announcement. After launching the first round of distribution through broad release, contact the highest-priority journalists directly. It is vital not to assume the press release means coverage is guaranteed; follow-ups are critical and continual. Be willing to send further info, images, experts’ quotes or articles that will let outlettes prepare articles suitable for the target audience.
Track Performance
Any serious PR campaigns involve tracking of the performance of press releases – opens, clicks, media placements, reposts, unique online shares, content views etc. Few press release distribution services offer analytics. Other options that also help to improve visibility are the free press release sites. Find out which of the four types of release elements, the different forms of outreach and the media that are most effective in attracting attention in order to improve future press releases. Add the specific campaign tracking UTM parameters to the links to assess the Web site behavior stimulated by the releases.
Evaluate and Update Content
Like all marketing communication, press releases should be treated as active and should be reviewed and updated regularly to ensure they are current. Combine earlier releases; get rid of the ones no longer relevant while refreshing still relevant ones with the latest company news, accomplishments and media coverage that came out of the original news angle. Reuse press release content that remains timely and still useful on your website, in your blogs, or social media pages.
Even when it comes to getting the word out on your own, an effective press release is an invaluable commodity for any publicity campaign. Though it certainly does take energy and effort to master the formula, the potential payoff a business gains from its greater media presence makes developing these writing and distribution skills a most rewarding endeavor. Employ the suggested guidelines for designing and disseminating effective messages that are relevant to your target audiences and in relation with significant events from your organization.
