Each day, journalists are pitched hundreds of stories, so if you want them to notice your company and write about it you must grab their attention with your press release writing. A press release can be a strong weapon in this time when the majority of people prefer to acquire their news online.
A press release can capture a journalist’s attention and make them want to publish it if it is done right. However, creating the perfect press release is a tricky skill to master. But don’t worry we got you covered, keep reading and you will know how you can master this skill.
Create a Captivating Headline
If you want media coverage for your press release then you need to give the reporter a story. To do this you need to write a captivating headline, the headline captures a journalist’s attention and convinces them that your story is worth it. A press release headline can make or break whether the press release achieves its marketing goals. After all, this is the first thing to do when trying to grab the media’s attention
Therefore, your press release headline should be not only accurate but also attention-grabbing. Your headline must be exciting enough to convince the journalist that the story is worth sharing with the audience. You must summarize the content in the headline in ten words or less and once you get it right the rest of the story will pretty much write itself. The following criteria will give you the best press release headlines:
- Make it less than ten words
- They contain news angles and highlight innovative, disruptive, and impactful aspects of the story.
- Must include the five Ws and one of the H of journalism: What? Who? Where? When? Why? And How?
- Do not exaggerate
- Avoid writing like blog headline
Make Newsworthy Press
The first thought after receiving your press release the first thought that would cross a journalist’s mind would be, Why should I care? Therefore, your press release must have obvious news and if it doesn’t then it will go in the junk folder.
The first step of writing a great press release is determining the information and how it qualifies the news. In most cases, what the publication readers find newsworthy is different from what is in the press release. The four main reasons companies issue press release are:
- Announcing mergers or acquisitions
- Talking about events that have taken place
- Informing people about forthcoming events
- Announcing new l product launches
So before writing a press release think of the things you like to read, watch, and listen to in the media. Most people would be interested in things they have not heard before and things they find surprising and help solve their problems.
So ask yourself whether there is anything new, unusual, or unexpected in the information you are providing and would it add value to the public. So to ensure you will write a newsworthy press release, read the publications, and watch the programs that would help you in your field of coverage.
Be Concise
Press Release Writing would get your company exposure in the media which can be an uphill task. This is why you should be brief. Your press release must not be longer than 400 words because otherwise, it would only be an unnecessary release that does not add anything to the story. Reporters are usually tight on time, so it is important to be brief and state all the facts upfront.
Make use of the inverted pyramid technique in the body of your press release. Start with the most important facts and then add the other facts in order of importance. In the end, tell the audience what you would like them to do after reading your press release.
Collating And Proofreading
Proofreading is the one thing that you must never forget while Press Release Writing. Spelling errors, grammatical mistakes, and inaccurate information can quickly turn off a journalist and kill your credibility. So write your press release free of any errors and it will be on the front page of a newspaper.
Use a word processing document when writing the press release and after drafting it, you must proofread it and edit the mistakes. You can always use an online writing editor if you don’t have time to proofread. The online editor would quickly catch the spelling mistakes and grammatical errors.
Invest time in proofreading and it will convert your professional press release from amateurish and clumsy ones. Follow the press release formatting rules, if you get them wrong you will look very inexperienced and unprofessional.
Construct a Sensational Press Release
If you are in the process of constructing a public relations strategy for your business then chances are you will consider a press release. But for your press release to reach the public, the journalist must find it worthwhile. You must create an effective press release and make sure what you are announcing is newsworthy.
Make sure you are not sending the journalists a press release that is irrelevant or only relevant to your company. If you don’t want your press release to end up in the trash folder then make sure that it is for a major announcement like a special event, a product launch, or industry recognition.
Conclusion
Whether it is a product release, a company event, an award you have received, or another successful endeavour, a press release helps you tell the story how you want it. It is your best tool to reach a broader audience. An attention-grabbing headline would not only hook your audience but will also dictate how readers interact and interpret the copy.
With all of this information in mind, your key takeaway is to focus on your target audience whether they will read it? Is it shearable? And if you feel stuck in any step of the process then just come back to this article for tips and inspiration.
