By smartly shattering all preconceived notions, press releases are doing wonders in the world of business by putting out messages and news across effectively. While organizations and companies may choose to use it to advertise, but the main role of a press release is to put across the factual news about your company or brand so that it captures the attention of the media outlets and the broadcasters. It helps to garner attention, build relationships, establish a brand reputation and improves SEO. For a beginner writing a press release on your own can be quite daunting as not all news you think are worthy are going to get media coverage. Read below to get a clear idea of what information should be included and how to write a press release properly.
1) Language:
One of the primary things to consider while writing a good press release is to take care of the language. Choose a specific language. For immediate releases should be headed with ‘immediate release’ words at the top. Make sure that your document properly and correctly designates the date such that the media are aware when it hits the platform.
2) Include Logo:
Many customers recognize your brand solely based on your company’s logo and therefore while you start with the press release, but the logo at a place where it catches people’s attention. Sometimes the mix of colors and a logo becomes the deciding factor of whether your press release is considered worthy or not.
3) Input Keywords:
Take your time out to do some keyword research and find out the most used keywords that would readily allow your company name to show at the top of search results. However, do not overstuff your content with keywords rather scatter them evenly throughout.
4) Title/Headline:
Try to keep the headline short, punchy, precise, and relevant to your content. Since any viewer would firstly come across the title of your press release, make sure it hooks the reader. Don’t clutter it with extra details and keywords, but write it in a way such that it sums up the whole story and the media finds it intriguing.
5) Introduction:
An introduction is not where you out in all the details but holds as much importance as that of a headline. Formed of only 25 words, this becomes the deciding factor of whether a journalist is going to take interest or not. An intro includes points like why, who, when, where, and how of the content. Be precise and stating your words.
6) Main Body:
The main body should consist of two to three paragraphs wrapping up all the necessary details that you need the journalist to know. All journalists and media houses run tight on time and the only way you can serve them is by curating all important elements in the body. Don’t exaggerate and try to pitch, it’s a press release and your content should be newsworthy. Remember this is the place which lets you include all the exciting details that you would like to announce about your company like any specific initiative, future project, any achievement, etc.
7) Get The Facts Straight:
All words and no figures, makes your content appear fake. To make it hit the minds, include figures, data’s and statistics about your content such that it looks convincing and reliable as well. This way the reader would take a genuine interest in your announcement.
8) Quotes:
Putting a quote means you are emphasizing the credibility of your release. A quote must always come from a high ranked, designated person who is in authority. While detailing, introduce them with their full name and designation to make it sound genuine.
9) Third Person:
As a press release is written according to the view of the organization, write it in the tone of a third person. Here you do not address your audience directly but speak on behalf of the organization, company, or the client.
10) Focus on A Single Story:
Many times you get two or more stories, mostly when you fill one with all sugar-coated praises and self-proclaimed achievements and the other one highlighting the facts. Recognize the most important one that would serve your purpose and send it out. Avoid adding weaker stories after a strong one, as it can nullify the effect.
11) Check & Re-Check:
At all times there are chances of errors and grammatical mistakes which become a huge turn off for the media people. Proofread it multiple times either on your own or by colleagues to ensure that the data is free of all mistakes. You certainly do not want the publishers to delete your release, therefore check it thoroughly.
Conclusion:
The end paragraph or the conclusion segment is as important as the rest part. A press release should be concluded on a positive note that would give your reader a view towards your next step. Place all motivating details in the concluding part and also include the contact details. To ensure that your brand image is maintained, out the contact details of a person who is capable and knowledgeable of the press release.
