Read on for expert tips from Script Consultants on what should be included in a good press release and garner those elusive 50 minutes of fame for your company,
What Is a Press Release?
For the greenhorns, here’s a quick rundown of the purpose of a press release. It is a form of direct communication to journalists sharing developments in your company or industry. Journalists or bloggers should find your press statement newsworthy enough to broadcast to their wider audience. It can announce a range of news items, including scheduled events, personal promotions, awards and new products.
Attention-grabbing headlines never miss their target. After all, journalists receive many such announcements on a daily basis. Being a team of ex-journalsits, we can vouch that some of the headline are soggier than left over peanut butter sandwich.
So, if you want your news to be printed, make sure the journalist reading it gets excited about your industry or company.
What Makes a News:
In journalism schools, the common discourse is that “Man bites dog” is a good story as against “Dog bites man”. So, focus on the uniqueness of your situation. If you have a unique advantage by being a first mover, or have cracked a brilliant deal, then this is the time to shout out about it. Humility in such cases will do you more harm than good.
You would think numbers baffle – quite to the contrary, numbers help you tell a great story. So, always bring out the value of data in your press release. For instance, if you are talking about a brilliant financial performance of your company, then explain things like “We are the fastest growing company in Singapore in our space”. Such details put things in perspective and also make the journalists sit up and take notice.
Winner Sound Bites:
Conventionally referred to as ‘Quotes’ from senior management, you can be different by including quotes from industry experts or even customers about the USPs of your company. After all, a good word of referral is more valuable than you tooting your own horn!
Don’t get flummoxed by the newspeak. A boilerplate is simply the paragraph at the end of a press release that helps journalists and consumers know more about you. It usually contains information about the company. For example you can include the background of the company, core business functions and when it was founded. The information for creating a company’s press release boilerplate is the same that you would put out in the ‘About’ section of your company’s corporate website.
Want to know what is a great example of a press release that utilises all of these components? Watch out for our next post!