Every PR representative and marketer should know how to write an effective press release. Millions of people all around search online for the latest press releases and articles. It is essential to get your latest news in front of them.
If you’re new to the concept, a press release is an official statement sent to news media members with a specific purpose of communication. It is a form of written communication that gives precise but brief details about an incident, situation, product launch, or other occurrences. It’s generally affiliated with a corporation or agency, and it’s transmitted to the media in several ways.
Organizations of all sizes use press releases. It is not limited to government officials or public figures. Press releases are used to actualize a variety of goals. Some of them include: managing a crisis, building a reputation, getting media spotlight, and cost-effective way to get media coverage and higher conversions. Knowing the how, when, and why of using a press release is paramount. Send them a notice when you have sensational breaking news, an event, crisis management (the news loves these), sharing research, or vital information.
Ensure that what you want to share is something that will matter to people and the media, and this will guarantee that you’ll have coverage. You should know some things to develop a great release and ensure that media outlets will use it. Remember that they have hundreds of leads per day, so you want to stand out.
6 Secrets That Will Grab Attention
As mentioned, you need to grab their attention. A poorly written release or pitch can completely derail your attempt. News outlets only want the best of the best. They also want to be the first. So, presenting something new and innovative that hasn’t been seen before can ensure you more than adequate exposure. Here are six secrets to get you seen every time.
1. Develop Your Angle
Do you ever feel as though you see the same things over and over? Well, that is exactly what’s happening with published content. Ideas are being recycled; more than that, there is a copy and paste system. When it comes to an attention-grabbing press release, as the Ereleases.com pros say, you have to go above the grain. That means knowing the angle you’re trying to present.
Before you think about where you’re going to release it, you should be thinking about what you will say. Has whatever your putting out been used before? If so, what are some points that haven’t been used? This is where you’ll find a virtual gold mine. Even if you’re using an angle that has been used time and again, you can still make it unique and stimulating. The important thing is to know exactly what your angle is, then you can figure out where you want to go with it. Check out to help you develop your writing strategy and style.
2. Craft a Striking Headline
After figuring out your angle, you then need to think about how you want to present it. Having a bold, attention-grabbing, striking, eye-catching headline is the best way to ensure that you not only get the coverage that you need, but you bring your audience in from the very first moment. Your headline should be your calling card. It should be enough to tell your audience exactly what the rest of your release is about but not too much that you bore them before they even start reading. Your headline should be a story all on its own, concisely and directly. Lead your audience to what they didn’t know they need to be interested in.
Now that you have your angle and your headline, you have to think about structure. The way you layout your press release can be its own message and story. You need to be able to lead the reader to your thought process. It is easy to get lost in translation, i.e., we don’t all think alike. So we should make sure that the way we structure our press releases conveys our intended message and doesn’t leave room for a lot of deviation. Some things inevitably leave room for speculation or questions. However, there shouldn’t be a large gap in the information you wished to present and what is actually received.
4. Support Your Body
Your next time is to support the information presented in your paragraphs. Your information should be accurate and easy to find. Avoid using hearsay and other arbitrary sources. You should be building a trustworthy reputation. The best way to do that is by having support that can be proven and tried.
5. Include Quotes
Using quotes is another key component as it brings more life and credibility to your peace of work. Your quotes should be verifiable or come from a reliable source. Preferentially use someone that has good standing in the community, is a part of your team, or has a reputation for saying certain things in context. This makes it more believable.
6. Publish Beyond Your Platform
Last but not least, network; publish beyond your own platform. The purpose of a press release is to reach a larger audience. That means going outside of your immediate pond and getting yourself in a position where a large number of people will notice your press release. If you don’t already have a large audience, you will find that your information gets lost in a saturated information stream without networking.
A strong press release can change the course of your objective. They are a tool that the most advanced business and PR times use in their arsenal. The reason for that is because they work. Even more so now as media outlets have a larger global outreach, they can be used as a resource for scaling quickly and organically. In terms of a crisis, they can quickly and effectively control the narrative around a given situation. For events, this can be the difference between a good turnout and having a ghost town of an event.
Whether or not you do this on your own or hire a team depends on you and your goals. However, knowing the basics can help you move in the right direction. A striking press release is a combination of how the release itself is structured, how you leverage media coverage, and how well you connect with your target audience. Remember that your release should be targeted to the people you want to engage.