Small and large scale businesses looking to garner media coverage should always have expertise in writing press releases. A press release forms one of the most important tool kits in the scope of marketing and promotion. However, there are a few tips and tricks in understanding and then implementing them so that one can hone writing an effective press release for business.
A Newsworthy Story
The content of the press release should be interesting and engaging enough for the media to create a stir across the market. Look for new ideas and creative information so that the read is captivating. Consider your audience and how you want to present your business before the market. Various pre-requisites should be remembered but always keep in mind a story that is unique and sensational is the one that works.
Headlines
Journalists are already drowning with the amount of new inflow and hence, making your press release stand out in their eyes would require a captivating headline. But do not indulge in too much complexity or cleverness because this shows a lack of professionalism and will be discarded instantly. Headlines should be at par with the subject matter of the press release while retaining a literary edge.
Opening Line
Like the headline, the first sentence of a press release should also be attention-grabbing. Many journalists may not even rad the entire thing since the top line was promising enough to push the press release towards publication. Usually, it is recommended that the first line of the press release be a summary of the entire story. Making sure of the ‘Five Ws’ is extremely important when writing a press release.
Conciseness
The length of a press release is another crucial part. Usually, the ideal length is between 300-400 words, which is 3 to 4 short paragraphs. Lengthy press releases sometimes contain unnecessary information and hence, loses its chance of getting shortlisted by a journalist. Some companies put a lot of information about themselves within the press release making it longer than needed. You can use a ‘notes to editors’ subsection to make the press release structured and concise. Other useful tips include using lots of subheadings, bullet points, figures, and statistics so that the press release stays interesting for the readers.
Using Quotes
Journalists are often elated to read press releases that contain quotes from various resources of the company. Some people make the mistake of inserting bulky information within the quote. But instead, quotes in press releases should be included to provide the readers with an insight or opinion of the employees of the company. This makes the readers establish a sense of trust and relatability with the company that again helps in defining an ideal press release that would take the market prospects of the company to a whole another level of success.
