Press releases are a very important element of public relations (PR) for any business. As they need writing and don’t often get a response, plenty of small business owners find them quite rigorous. But with constant practice and the smart format, anyone can write a press release that will attract eyes and release fruitful results only.
Press releases have been dominating the market for more than 100 years. But currently, only a few PRs draw the attention of the journalists as the write-ups lack proper format or tone.Therefore, press releases should be composedbrilliantlyand follow the best format.
A finely crafted press release showcases crucial information in a short package, and it needs to be engaging. Here are the two most important criteria your writing should fulfill: convey the subject matter and make sure it’s newsworthy.
Why Should You Write a Press Release?
There are several reasons to use specific article formats but the press release format has its portion of benefits for businesses, like –
- Gather publicity and brand awareness
- Grow SEO
- Draw in the media eye
- Create and shape public perception
What Do the Journalists Seek?
Well, when a journalist searches for news multiple press releases are waiting alongside yours but most of them contain nothing remarkable. They often get eliminated after the first few lines. Journalists have a little tolerance for the boring ones! So it is better to be specific. Deliver just right enough information to draw in the readers and highlight the crucial details.
For instance, if your content is about the new product, consider adding a short rundown about the product, and add points such as:
- Price of the product
- It’s availability
- Diverse versions
- Features it is offering
- Uniqueness
However, if your writing is remarkable then a journalist will reach out to you for further information. Your sales will instantly increase if a publication writes about your company, undoubtedly.
So, before sending your press release to compete with others, make sure it is newsworthy enough.
What is Newsworthy?
Well, the answer may vary individually. Every piece of information about your company does not make it noteworthy. For example: if you are hiring an employee, it's not remarkable unless it's a highly impactful hire like the CEO of the company. A latest product could be newsworthy but it requires explaining the reason behind it.
Topics will gather attention possibly
- Latest launched products
- New and crucial hires
- Possessions
- New website/outlets
- Massive donations
- Partnerships
- Sales
- Investments
It will not be enough if you state the topics simply. You need to explain why your product is different from any other and why it should be remarked.
1. Don’t Bury the Story
Be specific. A top-quality press release should not be long. Traditional print publications limit spaces and tend to eliminate long press releases. Add a clear and captivating headline. The content should release to-the-point context and grab the readers’ attention.
2. Update the Information on Your Website Regularly
When a journalist goes through your writing, they might look for the functions of your company. A smart journalist will do their part of the research but you should provide all the general information available on your website. Quickly tell them what they ask. Provide the answers in the opening paragraph, like
- What is happening?
- Why is it important?
- Where it is going on?
Include the date and location, and let the recipient know about the date the PR is being issued.
3. Be Unbiased and Honest
Journalists won’t be convinced if you claim your company/product as the ‘best’ unless you are letting them know about the awards that prove your point. Take care of your distorted language. Just put the facts if you are in any dilemma.
4. Generate Relationships
As a representative of your company, your responsibility is to provide information and news to the outside entities. You will require maintaining relationships with journalists and other media outlets to reach peak success quickly. This gesture will increase the chances of publishing your company in the news.
5. Summarize Your Business
End your PR after including a brief business biography, similar to what you would put on your 'about page' of the website. This information does not change frequently but make sure it is not false before you send the latest release.
Also, including colorful and relevant quotes, eliminating industry idioms, and adding context will make your writing rich.
