For any business, press release is essential to public relations (PR). Unfortunately, some small business owners find them intimidating because they require writing and only sometimes receive a response. However, with practice and the right formula, anyone can write a successful press release. So, what goes into writing an effective press release? This article will show you the five tips for writing a great press release. Continue reading to learn more about writing a press release.
What is a Press Release?
Press releases are used to spread information about the business. As a result, the information you share should be newsworthy, which means that you should have a good reason for sending it right now.
First, write a brief piece—a few concise paragraphs will suffice—that provides essential background information about your company. You’ll add to this information as your company receives news such as a new hire, product, service, or merger. Remember where you hope to get media coverage as you write these releases. A small local newspaper may interest your new teammate, but more significant publications need more information.
Your press release should be tailored to a specific journalist or media source. Tell them whether you’re interested in being interviewed for a feature article, coverage of a more significant industry trend, or as an authority offering a relevant viewpoint. Make sure to mention who you are writing to and why your message is appropriate for their newspaper.
What are the benefits of writing a Press Release?
There are numerous reasons specific article formats are used, but the press release format has several advantages for businesses. Some of the primary benefits of writing a press release are listed below:
Attract media attention
When you write a newsworthy press release, the media may pick it up. If your press release is shared by other organizations or picked up by a media outlet, it will draw attention to your company and allow you to reach new audiences.
Obtain publicity and raise brand awareness.
When it comes to brand awareness, businesses, particularly smaller ones, have a lot of work to do. A good press release can help you get publicity and generate buzz around your brand.
Improve SEO
SEO (search engine optimization) is critical for many businesses and organizations because it helps your company’s website rank in search results. For example, a press release containing relevant keywords shared by other websites can improve SEO.
Influence public opinion of your business
It’s necessary to spread the word, but it’s just as crucial to ensuring that people have a favorable opinion of you. Press releases are excellent platforms for showcasing your brand’s personality and voice, helping to influence how the public perceives your company. In addition, you may keep a solid grip on the perception of your brand by incorporating tactics like email marketing.
How to write a Press Release?
Knowing what should go into your press release will give you a better chance of getting a response. Following this format, you can write a press release that tells your story and helps you get press coverage. Here are the five tips for writing a great press release:
01. Do something newsworthy
Your press release must have a news perspective for anyone to pay attention to. So, before you begin, consider these questions.
- Why should the audience be interested in this story?
- Does my target audience find this story to be relevant?
It’s essential to remember that a press release is an official statement given to the media and present and future clients. As a result, you should concentrate on writing about a topic that is current and newsworthy.
The first step is to think of something that journalists want to cover, something newsworthy. This could be anything from a new industry study, commercial or financial news, to recruitment and hiring a new staff member. It could also react to a recent news story or market trends. The art of professional public relations is determining what the actual story is.
Newsworthy content is timely, relevant, and impactful, so keep this in mind before writing your release.
02. Make an exciting headline.
A press release needs a headline that will get people’s attention, just like any other article. Doing it correctly the first time is crucial since it will persuade a journalist that you have a story worth sharing. A headline should be your entire story condensed into less than ten words.
On average, eight people will read your headline, but only two will read the entire piece. So keep it brief and to the point. Google has increased the character limit to 70-71. As a result, aim for 70 characters (including spaces). Make sure your primary keyword is included. You can always include additional, relevant information and keywords in a subhead.
Headline writing guidance:
Include numbers in your headlines:
People respond to numbers in headlines. Several studies show that headlines with numbers increase social shares and engagement by 73%.
Action Words:
Using verbs in your headline creates a sense of urgency and draws readers’ attention.
Use exciting adjectives:
Adjectives serve as descriptors for your headlines, making them more appealing to your audience.
Maintain accuracy:
Including numbers and attention-grabbing language only works if your press release’s headline accurately describes it. Writing a misleading headline will cause readers to lose trust in your content and avoid it in the future.
03. Keep it short
With a 24/7 news cycle across media platforms, audiences want short, clear, and concise content.
A press release should provide enough information to pique the reader’s interest and entice them to learn more. Please keep it to one or two pages at most. Please get to the point quickly and keep it there throughout the release. You must provide all the relevant information a journalist requires to write their story without repeating yourself.
Keep in mind that The five Ws, which provide a journalist with all the crucial information, should be included in the introductory paragraph:
- To Whom does this story concern?
- What is going on?
- Where is it happening?
- When will that happen?
- Why is it important?
Including links is an excellent way to direct journalists and readers to additional resources. This will boost your website’s search page rankings when a reader clicks on a link in your press release. Just don’t go overboard and avoid repeating links.
04. Include Quotes
A quote can add a sense of authority to your press release. Incorporating a quote from a senior executive or industry expert demonstrates to your audience and search engines that you are a trustworthy and knowledgeable source on a particular topic.
Furthermore, journalists continue to rely on press releases for quotes. Most will use a quote directly from your press release in their article. Make an effort to use natural language. Read it aloud to check that it sounds like an honest person would say. Also, keep it brief. Again, you want it to sound natural, so anything longer than four sentences is excessive.
Who can you contact for a quote? Here are a few reliable options:
- Senior-level executives
- Industry
- expert Customers
- Influencers
05. Include contact details
You must make it simple for the reporter to contact you for additional information or if they have any questions. Include your contact name, email address, and phone number or those of a key person involved in the company’s news. It’s also a good idea to include website addresses in the press release so reporters can go there for more information. Include the company’s Twitter handle or Facebook page address as well.
Conclusion
A well-written press release is just as important today as it was in the past, even in the age of social media and instant communication.
Today, so many businesses and brands compete for the public’s attention that it can be challenging to break through the noise and spread the word about what your company is up to. Begin by following these five tips for writing a great press release. Then, you’ll have a better chance of getting your message in front of your intended audience.
