Press releases are used to achieve the public relations objectives of a company. It is used to help brands obtain the visibility they deserve. Press release writing is a tool that has been used for decades. So it is only natural that the process of writing a press release has gone through some changes to keep up with the changing market needs. In order to make your brand stand out in the crowd and reach the right group of audience, you need to make sure the tone and style of your press are up-to-date with the current market trends. Here are the most valuable tips for successful PR writing:
1. Writing style and tone
There are two types of styles and tones when it comes to PR writing. The first one is Achievement and the second one is Journalistic. In achievement style, the tone of writing is somewhat upbeat and exciting, which is not suitable for widespread reach. The best press release writing style and tone are journalistic. Press releases are closer to news than advertisements. They are treated as news by both the media outlets and readers. The journalistic style and tone are neutral and informative, offering the readers a full insight into the topic. You need to secure a journalistic tone to make your press release a success.
2. Use the right format
Press releases everywhere follow a specific pattern or structure. If you want your PR to be accepted by major media outlets in your industry, make sure to follow the particular pattern. The most used PR structure is the inverted pyramid structure. In this pattern, the most important details are placed in the first section of the content. The less significant information is laid out in the next sections. It will increase the chances of your story getting featured on major media outlets.
3. Fewer adjectives and adverbs are better
When you are writing a PR about your product or service, you may be tempted to use adjectives and adverbs to describe them. But again, press releases are more like news and not like advertisements. Overuse of adjectives and adverbs may make your content look promotional and not informative. So, do not go overboard with adjective and adverb usage. Reduce their use as much as possible and include actual facts and data to increase the credibility of the press release.
4. Stick to the style and tone of your organization
When you are writing a press release, you may follow examples on the internet or your competitors. But it is necessary to keep a particular style and tone of your organization for all the press releases. Create a specific style guide that will have details about the emotion and value of the brand. The same tone must be followed in all press releases written for your company.
5. Add right Keywords
You need to take care of SEO when you are writing a press release about your brand. Press releases are published online, so, they need to rank high in the search results to reach the target audience. The easiest way to increase your SEO is to add effective keywords in the press releases. The keywords should be included in a way that looks natural and the sentences do not become meaningless.
6. Craft a good boilerplate
Arranging the paragraphs of a press release is very important. The last paragraph of a PR should be a boilerplate copy. Here are some tips to write a boilerplate for a press release:
- A boilerplate is a section, where details about the company background, its objectives, future plans, and contact details are included.
- You should add website addresses, phone numbers, social media details, and more in this section.
- You can use the same boilerplate multiple times, on different PRs.
7. Hire professionals
Press release writing requires you to do proper research on a certain topic or the industry. You also have to go through steps like researching your audience demographics, market trends, proper keywords, and more to write a successful PR. It is best to leave that hard work to professionals who have years of experience in the field. They also have access to strategies and tools that guarantees the success of your PR.
