Even after all these years, press release remains one of the precious marketing tools that are heavily used in every other industry, starting from the corporates to the startup companies. PR document has gained a lot of attention in this age of social media as it can create social buzz. However, its increasing use in every other field makes it very difficult to stand out. The journalists receive a lot of press releases every day and if you want your PR not to get neglected in the horde, perhaps you should craft the content from the perspective of a storyteller.
If you know how to write a press release that consists of excitement, interest, and curiosity; the PR is more likely to show positive results after distributing it. Today’s market is story-hungry and there is hardly any room for boring data and statistical reports which can’t keep the readers hooked. Learn how you can craft a PR in an intriguing way that garners the attention of all.
Frame the Press Release from the Audience’s Perspective
The best way to invoke curiosity among the readers and potential customers is the write it from their angle. When you understand the POV of your target audiences; you will know better what they are particularly looking for in the content. Thinking from their perspective will help you avoid self-absorbed messaging and help to reframe your approach. The objective here is to create an emotional connection with the content. Putting yourself in the shoes of the customers also helps to find the grounds where you are lacking. Based on those areas, you can easily build an empathetic connection with the readers. You must know your customers on a deeper level before approaching them.
Who and Why: The Most Important Questions
Now, when you frame your press release from the perspective of the audience; one thing must occur to your mind that is, why should your message matter to the readers? Why should they actually care for the service or products you can provide? Figure out the needs of your target audiences and you will be able to find those answers. While most people are aware of the use of the 5Ws which stands for Who, What, When, Where and Why; an effective framework for storytelling should focus on Who and Why as they are connected to the key components of the story, namely character and desire. It is what helps to design the story in the most compelling way.
Psychological and emotional information can be extremely powerful in the field of marketing and promotion. Once you understand what your customers truly want, you can provoke their emotions, influence their purchasing behavior, and get them into action.
Developing a Story Arc
In order to create a long-lasting impact in the market, you can actually create a story arc with waves of press releases. Consider the classical ingredient of a hero's story with multiple arcs. For example, it is a product launch; you might want to create a major dramatic tension and anticipation before it finally launches. In this case, the hero is a customer and you need to explain, how the absence of your product can cause problems to your hero’s life. Working like an emotional catalyst helps to set a journey to capture the object of desire, which is your product in this case. After obtaining the product, there must be a positive change in the hero's journey and the reason why they purchase the product. This works pretty well as most people relate to a hero and their regular problems. It causes an empathetic response which creates a connection between the character and the customer. Affecting them emotionally allows them to proceed with their desire to purchase without creating any conflict or transformation.
The Final Step
The aforementioned storytelling techniques can greatly improve your press release approaches and offer better results only if they reach the targeted media platforms. If you are unable to make this step, it is not going to offer any better results even if you craft it in a compelling way. So, make sure to hire the right distribution agency before proceeding with your storytelling journey through your PR.
