Press releases follow a pretty simple and standard structure which leaves little to no room for surprise. This makes the writers think that there is no room for their creative freedom and that their press releases will be similar to others. Even though the aim of a press release is going to be the same for every writer out there which is to capture the attention of the media outlets so that your message can reach the target audience; whether it is related to a new product that is launching in the market or you want to deliver a powerful message, or it can be any newsworthy event.
In order to do so, you should give the content your priority and write it in such a way that will stand out in the sea of other releases. But when the structure is the same and standard for everyone how can you make your press release stand out which will accomplish its mission of creating a buzz around? Include these tips in your press release writing skills so that it can grab the right amount of media coverage.
Golden rules for effective press release writing
● Start with an eye-catching headline
In today's world of technology, we all understand the importance of headlines. When people read anything which is either in the print media or online, they firstly give importance to the headline of the writing piece. It is the headline that captures the attention first and makes the readers discover further. For press releases, the rule stays the same. Your headline should sum up the reason and it should be engaging and attractive, otherwise, it can get ignored.
● Keep it simple and short
Media houses are one of the busiest sectors in the modern world due to television media and online platforms serving the mass, feeding them with information 24/7. It is quite common for journalists and editors to be extremely busy and if your press release contains a big writing piece following through several pages, you cannot expect the journalists and editors to follow through. They will get distracted or simply stop reading midway. In that case, a short and brief message written in simple yet concise language will be perfect to deliver your intended message and it will be able to avoid all possible jargon.
● Add numbers to highlight the important parts
When you think about how to write a press release you might feel that you need to improvise. To do so, always put yourself in the shoes of your target audience, what will you find attractive? What will appear more appealing to you? To add to that list, always add numbers to your writing piece. Journalists always look for real-life facts that can be newsworthy. In that case, adding numbers to prove your credibility will make your press releases even more effective. So do not forget to include numbers, this will help your target audience to understand why your product or service or the message you are trying to give is truly exceptional.
● Add quotes to make it more appealing
As press releases have a pretty basic and standard structure, it is up to you to make them look more interesting and appealing. In that case, don't leave out adding quotes as it is a great way to humanize your content. Ass quotes from people who are trustworthy in the field or from the CEO of your company. It will also add credibility to your upcoming service or product and the journalists will also find out what the most accomplished players and high authority in the industry are.
● Add keywords
If you use it correctly, keywords can be the real game changers. In a hurry when the target audience will read your press release, keywords will highlight the most important parts of your message and will give your content the right attention that it requires. So, do not forget to add relevant keywords in your press release and it will make you stand out.
● Add backgrounders and contact information and make it visible
After you finish writing your press release, don't leave out your contact information. The preferable place will be at the top of the page. It will increase the visibility of your organization and it will be easier for the journalists to contact you regarding any questions they have related to your announcement or get some more clarity on segments.
Composing a PR following the aforementioned tips will help it stand out in the crowd. It further helps you deliver flawless content.
