The press release is the star player of any PR campaign as it plays a key role in building your brand and business. Previously, we shared what makes up a press release. In this post, we are giving 6 best tips on how to write an effective press release that will position your business in the heart of the media spotlight.
Tip 1: Is It Worth Telling?
Determining whether a piece of news is worth telling can sometimes be a tricky affair. News about a director coming on board might be exciting for your organization, but not necessarily for your target audience. Most people tend to gravitate towards the unconventional and the unusual, rather than pedestrian, day-to-day affairs. So, before you even start writing a press release, prepare a mental checklist with the following questions –
What is newsworthy in my story?
Will my audience be interested?
If you are still not sure on what to include, flip through the papers for similar pieces to get an idea of their content.
Tip 2: Include An Attention-Grabbing Headline:
Editors receive hundreds of emails in their Inbox everyday. To make sure that your press release does not end up in the Trash folder, come up with a succinct and yet interesting headline, that hooks the reader’s attention immediately. A cheeky or “keep-me-guessing” type of headline will not work in this case, as most editors will not take more than a few seconds to gauge the newsworthiness of a story.
Fluff is not going to impress anyone here. Get to the point quickly, and introduce the crux of your piece within the first paragraph. Use the following paragraphs to elaborate further on key points.
Tip 4: Include Important Quotes & Statistics:
Statistics and quotes from relevant sources, such as company heads and satisfied customers, are sure-fire ways of adding extra punch and credibility to your press release. Keep the quotes succinct for maximum impact!
Press releases are best kept to two pages maximum. But, in the event that a journalist needs more information, don’t forget to add a link to your website or more importantly, a contact number that you can be reached at.
Tip 6: Check & Re-Check:
A press release is an important document, and it has to be impeccable in both presentation and content. The last thing you would want is for your company’s name to be tarnished by simple factual and/or syntax errors. If need be, get another person to check through the final draft before you hit the ‘Send’ button.