Press releases are a great way to get your company’s news in front of the media and the public. However, not all press releases are created equal. If you want your press release to get noticed, you need to make sure it’s well-written and informative.
In this article, we’ll discuss how to write a killer press release. We’ll cover everything from the crafting attention-grabbing headlines to the boilerplate, and we’ll give you some tips on media outreach techniques
Understanding the Purpose: Defining Your Press Release’s Objectives
Companies and organizations use press releases as a main form of communication to inform media professionals about events, products, and other news. These releases, sometimes referred to as press information or press statements, are often referred to as ‘media releases’ or ‘media dispatches’.
The primary intention of a press release is to draw public attention and be acknowledged. A well-crafted press release should capture the interest of media personnel, inspiring them to read and report on the story. The aim of getting featured in the media is to create a positive opinion of a company, organisation, or public figure. Therefore, press releases are primarily used to create awareness about a company, product, service, or individual. Moreover, they can be used to place focus on different topics such as political, economic, or social occurrences.
Press releases can be an effective way for companies to construct, modify, or strengthen their reputation and public image. Additionally, they can help build a relationship of mutual trust between companies and their customers, vendors, associates, and other relevant parties. By releasing press statements, companies can also send out a message to their competition, as well as increase their own visibility in the market. They can also be used to demonstrate the company’s expertise in the field. Finally, press releases are an essential tool for crisis communication.
Crafting an Attention-Grabbing Headline: The Gateway to Success
Creating attention-grabbing headlines can be a difficult task, as the succinctness of the headline needs to accurately and concisely express the overall message while also capturing the attention of the reader. Considering the range of readers and the variety of messages, a successful headline must be carefully crafted to ensure that the message is clear, authentic, and relevant.
Make it concise – Creating a press release headline should be done with simplicity in mind. The headline should be kept short and to the point, representing the key elements of the release while still maintaining the necessary context. By being concise and direct, the headline can act as both a guide and an invitation for readers.
Use active voice – Using an active voice in a headline gives it energy, while a passive voice takes away from it. When the subject of the sentence is the main point, it is easier to understand the content and focuses on the main news. This technique omits irrelevant details and goes right to the point, emphasizing the importance of the news.
Utilize simple words – In this digital age, it is important to make sure that information is easily accessible. Press releases may be geared towards certain audiences, but most are meant to be read by a wide range of people. To ensure that your press release titles are well-received, avoid using language that is too technical or industry-specific.
The Anatomy of a Killer Press Release: Structure and Content Essentials
Crafting a press release that effectively conveys a message and includes all necessary information can be a difficult task. To create a successful press release, certain elements are required.
Summary – This section provides a succinct overview of the press release, offering a summary of the Who, What, When, Where, and Why of the story in two or three sentences for those who do not have the time to read the full release.
Date and location – This section of a press release specifies when and where the announcement was made; the dateline usually appears at the start of the body of the release and is set apart from the first sentence by a spaced en dash. It should list the city name in capital letters, the abbreviated state name, and the complete date.
Body – The main component of a press release is the body copy, which concisely outlines the announcement and important details in an efficient way. Quotes from individuals connected to the announcement may also be included for the benefit of reporters, as well as to give the announcement a more personal touch and emphasize its importance to the organization.
Boilerplate – A boilerplate is typically located at the end of a press release and provides a summary of the company and its services. It is typically set apart from the main section by a heading.
End – When submitting press releases for print news outlets, it is important to indicate the end of the text by centering the ### symbol at the bottom of the page. This is to ensure that no extra text is included in the official company announcement.
Distribution Strategies: Reaching the Right Audiences
It is essential to properly prepare your story before distributing your press release in order to gain the attention of the media and your target audience. The following media outreach techniques can help you get your announcement out there, make it more engaging, and draw readers in with interesting details.
Follow the correct press release format – In order for journalists to give your press release the attention it deserves, it is important to adhere to the industry standard format. This format consists of a header and headline, a dateline and lead paragraph, additional paragraphs of supporting information, and a boilerplate. Not adhering to the correct format could impede your ability to gain press coverage.
Include images or videos – Using multimedia in your story can make it more captivating and likely to be highlighted by the press. Research has shown that press releases with images are seven times more likely to be featured than those without. Incorporating visual elements can help create a more complete narrative, which improves your chances of being featured in the media.
Have an interesting email pitch – Prior to dispatching a press release to correspondents via email, it is essential to incorporate a pitch. This should be the main focus of the email sent to journalists that includes the press release. An effective pitch is essential as it is the first contact made with the reporters and will decide if they open and read the press release.
In conclusion, how to write a killer press release is an art form that, when done right, can elevate your message above the noise. By focusing on a captivating headline, clear messaging, and engaging content, your press release can become a powerful tool for grabbing the attention of journalists, bloggers, and readers alike. Remember, the art lies not just in the words themselves, but in the impact they create. So, go ahead, master this art, and watch your stories shine in the media spotlight.