The primary role of a Press Release is to share news about a business. Be it a major change or addition to the company, a piece of information that would be interesting to new hires, or announcements about new products, mergers, or any noteworthy event, Press Releases are the best means to get the news across. They can be a great advertising tool for the brand, for announcing awards it has received, or accolades given to an employee of the company. Press Releases go a long way in building a brand name and invoking appreciation and recognition.
But that is not only why you should write a press release for your small business. Some of the key benefits of writing a Press Release include:
● Garnering publicity and brand awareness.
● Improving SEO which helps the company website rank high in search results.
● Attracting the attention of the Media through a newsworthy press release.
● Shaping the general public perception of the business through strategies like e-mail marketing.
So, what should one incorporate into a Press Release to bring it right to the notice of the readers and compel them to read further? Below are some points to consider:
● Finding a News-Worthy Topic
When crafting a press release the first question is: “Are journalists going to find this piece interesting?” Yes, a press release, when well-crafted with an attention-grabbing angle has the chance of being considered by journalists and news and media outlets, and therefore the topic chosen must yield utmost value and interest for readers and audiences of the particular niche that that the brand deals with.
● An Unignorable Headline
The first thing that attracts the attention of the readers and compels them to read further into a piece of news is the headline. In simple words, the headline should be catchy enough for readers to give a dime about what is written in the content. Writing a killer headline does not mean introducing flowery or flabbergasting words and sentences into it. Instead, the words used should be simple and yet convey a preview of the article and who it is targeted at. Some writers used questions for headlines which can be a remarkable strategy to pique the interest of readers. The key is to keep it crisp, about 70 characters, and clear.
● A Subtitle to Sum it All
Writers are advised to add a subtitle to their story which would contain the summary of the entire content that the press release deals with. This subtitle is often comprised of a single sentence that elaborates on the headline and gives a preview of the content.
● Basics First
Ensure that the first paragraph of the press release answers the five basic questions: who, what, where, when and why. Most readers do not have the time to comb through the whole article to find out the gist of the press release. It is therefore advisable to keep these questions upfront. While some writers may lay them out throughout the paragraph others might opt to express them in bullets for easier navigation. Reporters these days look for information that is bite-sized and social media-ready so that the audiences can easily digest it.
● Publishing at the Optimal Times
Yes, the time of publishing a PR matters a lot when one is trying to get their press release noticed. The peak hours for publishing a press release vary according to time zones, but it is often advisable to publish it during the general daytime office hours on a weekday.
● Adding a CTA
It is a tried and tested strategy for leading the readers into delving into the subject further by looking up the links where the article mentions additional information that can be found. When you write a press release, introducing a call to action and adding to it the backlinks of the web pages requiring more traffic can help increase the overall engagement on the brand’s websites.
● Adding Quotes and Jargon
Adding essential industry jargon can help readers get a better understanding of the audience the press release is meant for and creates the impression that the piece has been crafted by someone who knows their stuff and what they are talking about. Adding catchy quotes from some of the big names and big players in the industry can also add to the appeal of the press release.
Apart from these, the press release must be kept clean, concise, and free of spelling and grammatical errors which can mar the impression of the writer and the company.
