Press Release

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Tips For Writing An Effective Press Release

No matter which industry you’re in or how big your business is, a press release can help you gain more exposure, increase traffic and (potentially) sales, reach your target audience, and so much more. If you have an entire marketing and PR strategy, there’s no reason why you shouldn’t give press releases a try. However, writing a world-class press release is no easy feat (why else do people lean on press release services?) and you need to work out what you need to include in it, how to communicate your message, and, basically, work out all other details related to this piece of content. So, what is it that you should keep in mind?

It Should Be Newsworthy
Before you start writing a press release, ask yourself this: “What would I like to read/see in the media?”. If you wouldn’t think twice about opening and reading an article, chances are that your audience wouldn’t either. What you need to do is make your press release newsworthy, i.e. write about something people haven’t heard of before or about helpful solutions to a problem, but from a different perspective. There’s no shame in chasing after great stories online, so make sure to do your research and then start writing.

It Should Have Fantastic Headlines
What’s the first thing someone sees when they open up an article, a blog post, or a press release? That’s right, the headline. Most people (especially busy journalists) don’t even go past the main title unless it’s gripping enough to keep their attention. With that in mind, you need to do your best to come up with an out-of-this-world headline, so that the journalists and your audience can’t do anything but read your entire press release. Additional tip: when sending out your pitch to journalists, make your email subject line attention-grabbing, too.

It Should Have A Killer First Line
The top line of your press release is just as important as your headline. If people do read your title and move on to your text, they need something that will keep them reading. What journalists do, for example, is try to put as many Ws (who, what, where, why and when) in the opening lines of their stories, because this is where the audiences decide whether to continue or stop reading the story altogether. This is an excellent practice for your press release, as well, so don’t skip out on it. Even if you write your best line later on, try moving it to the top of the text.

It Should Be Concise
Ideally, your press release should have between 300 and 400 words (one A4 side), which translates into a couple of paragraphs and a quote, here or there. Don’t make your press release any longer than it needs to be. With that in mind, avoid including information about your business or similar details in your press releases, but do include statistics, bullet points, and relevant information that your readers will appreciate. You want your content to be concise, to the point, and valuable—not something people will see and decide “tl;dr”.

It Should Have Proof
Creative writing is great and filling up pages with it even better, but this is not the point of a press release. Your press release needs to contain numbers, quotes, statistics, and any other proof that can make it relevant and support your claim. Whether you’re announcing a new product or talking about the latest trend in your industry, you need some hard proof to back your story up. If you do this, not only will you sound more as an expert, but you’ll also make your press release more compelling to both journalists and your audience.

It Should Come With Quotes
Quotes can not only make your press release more human, but also be a source of information on their own. Whether you quote someone from your company or related in any way to your product/service, it will definitely be helpful for journalists you want to pitch your press release to. Don’t be afraid to include quotes as often as possible and just make sure that they provide something valuable for the people reading your press release. Don’t use quotes full of technical language—they are there as a human element of your content.

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