Have you ever read a press release a felt like it was not worth it? Well, that is what happens when a press release content does not have a compelling angle and fails to gain the attention of the readers. That is the content should be crafted with the complete care and professionalism that makes it attractive to read. Remember, there are thousands of other users who are publishing PRs just like you. So, if you are unable to make it attractive; the chances of standing out in the market are slim.
In order to gain maximum attention from the media as well as potential customers, one should consider how to write press release content in an attractive way that grabs the attention even with a simple glance. Here are simple and useful tips to enhance your PR content!
1. The Format Remains Unchanged
Regardless of the news or the announcement, the structure of the press release is constant in every case. The integral elements of a PR such as,
- Headline
- Dateline
- Body Copy
- Boilerplate
- Contact Information
etc. are common for every case. A press release format is comprised of these elements and keep in mind that a neat PR with all the elements present in it is already attractive content for the readers as well as the journalists to pick it up for publishing further.
2. The Body of the PR
The body copy of the main portion of the PR is what explains the story and conveys the important information to the readers. So, if you want to make it attractive; the body copy must be easy to read and offer all the necessary information is needed to offered in the content. However, offering too much information can also make it appear spammy and unauthentic. Make it brief, precise, and highly engaging for everyone. If you are not sure which information is most important to provide, ask the following 5Ws.
- Who?
- What?
- When?
- Where?
- Why?
Answering these questions through content will help readers find exactly what they are looking for. PR content that offers all the necessary information right in front of the eyes is definitely attractive for all. It is also recommended to follow an inverse pyramid structure that helps to provide the most information at the beginning and gradually leads to the less important one. They allow readers to get the key points easily even if they skim-read or not go through the whole content. A suitable length of PR should not be more than 350 words as it is easy and quick to read.
3. Readability and Tone of Language
An ideal PR should make sense to everyone and not just experts in the industry. Therefore, a simple yet crispy tone must be incorporated that is easy and attractive to read. You can embrace your brand’s unique voice and style through your press release. It is recommended to use everyday language rather than industrial jargon that can confuse the readers. Always make sure to use an active voice in the writing that makes it sound more direct, confident, and authentic for the readers.
4. Put Effort in Quotes
Quotes are quite an important element of a PR that adds a personality to the content. It can be typically a part of the press release that is shared or mentioned on social media and other platforms. Here are a few things to keep in mind when using quotes,
- The quotes should be generated within your organization or niche industry that makes it sound more relevant.
- Even though PRs are highly formal, with the help of quotes; you can add a personal human touch to it.
- Readers are impatient. They want small sound bites rather than a whole paragraph. Therefore, make sure to keep your short yet impactful.
Bottom Line
Apart from the aforementioned tips, opting for a reliable PR agency is also important to make it attractive. Only PR experts and professional agencies can guide you through the whole process and help to gain fruitful results with the help of the distribution campaigns.
