When it comes to writing an effective press release for your business, there are some rules you can follow to maximise your customer potential. It is worth nailing these essential elements of writing a press release if you want to stand above the rest and get your press release published and read. Depending on the nature of your business, the content you include will, of course, vary. However, there are certain aspects of structuring that content that will make your press release more effective. Outlined below are some steps to take to ensure that you maximise the potential of your release.
But first, let’s define what a press release actually is. A press release is a brief story that shares newsworthy information about your business or services. It is typically sent to journalists and editors, who will take your document to publish a news article.
Why is a Press Release so Important?
Press releases are effective in growing your business because they serve to increase your brand awareness. While you may have an impressive list of customers or subscribers, it is more likely that journalists and other media outlets will be able to reach a far wider audience than you could alone.
Journalists are constantly searching for new stories, so if you can offer an interesting and newsworthy press release, you will develop a strong relationship with your chosen journalist, who will in turn be a useful point of contact for any future news related to your business.
Writing a good press release can significantly improve your business’ reputation. It is an opportunity to build your image and take control over public perception of your business.
How to Maximise the Efficacy of your Press Release
Every effective press release will follow a basic structure which, if not followed, can compromise how your news is received. Think about being the reader, or the journalist receiving your content. An easy to read structure with concise information is what the reader wants, and since the reader is a potential customer, it’s best to satisfy them.
Headline
First things first, you need an attention-grabbing headline. The first point of contact with your press release, your headline can make or break a reader’s decision to investigate your news within seconds. The headline of your press release should immediately grab the reader’s attention and clearly outline what the news is about.
This goes for journalists, too. On a daily basis, journalists are inundated with mountains of emails from businesses looking for publication. To stand out, be direct and comprehensive, and use action verbs.
Lead
Beneath your headline, include a strong lead. This is a one line explanation of the content of your release, so keep the information clear but concise. Like the headline, the quality of your lead will significantly influence the readers decision to continue reading. The lead should include the who, what, when, where, and why of your important news.
Body
The body of the text is where you will include the relevant content you wish to share. Keep in mind that a reader generally doesn’t want to have to dig too deep into the release to find the newsworthy information. Use an inverted pyramid approach, whereby the most important content is included in the first one or two paragraphs and is elaborated upon later. Use the latter end of the content to reiterate the news, or add a background to where the news has come from and why it is being shared now. Throughout the body of the text, include quotes and even a testimonial to further sell the news.
Boilerplate
Following the main body of content, add a brief description of your business to educate the reader about the source of the news they are reading. This adds a personal touch to the release and emphasises the achievements of your business.
Press Contact Information
In emailing journalists and editors with your content, make sure to include up to date contact details for your communications team or media coordinator.
Things to Remember when Writing and Sending your Press Release
While following the above guidelines on writing an effective press release is crucial to its success, simply following these guidelines isn’t quite the be-all and end-all of a successful press release. To really drive your release home, keep in mind the following:
Clearly Define Goals
Consider what it is you want to achieve with your release. Are you attempting to increase brand awareness? Are you trying to be more relevant to your target audience? Identify your goals so you can adopt the right strategies in creating your content.
Identify your Targets
Even if the quality of your content is high, pitching it to the wrong journalist or media outlet is detrimental to its success. Do some research and direct your efforts towards a source you know will reach your target audience.
Empathise with Journalists
As mentioned earlier, journalists receive masses of emails daily, so put yourself in their shoes and imagine how it would be to receive your pitch. If your email and attached content is concise and easy to read, they will have an easier time understanding the importance of your news. Many journalists simply don’t have the time to sift through your content and spend time deciding if it’s worth publishing. If your information is relevant and easily accessible, it’s more likely they will give it time.
Try it Out
Now that you have greater knowledge on how to write an effective press release, it’s time to put it into practice. By following this advice, your chances of successfully publishing your news, increasing your brand awareness, and improving your reputation are much higher. Still need help? Get in touch.
