Press releases can create awareness for your organisation, products and services. In addition, they have SEO benefits, by creating backlinks from media websites. However, you may have wondered how to write a press release?
Just the other day a client, James, said to me: “But we don’t have anything new to say!” After 10 minutes of talking to James, I came up with 10 ideas for press releases. To say the least, he was surprised. I should reveal that I ran a PR agency for nine years. I had to continually come up with news stories, so I have some experience in this area.
How do you go about writing an effective press release that will gain attention? Press release writing is not as difficult as many people think it is, once you get the knack.
Press release headlines
A good press release should be relevant to the audience and contain a strong headline. The headline should be factual, informative and catchy. Write three or four headlines and choose the best one.
Writing style
It is important to use a professional tone and style. A well-written press release can earn you a considerable amount of media coverage. However, there are some guidelines that you must keep in mind to make it look its best.
The release should be well-researched and accurate, with an interesting angle. Spend some time thinking about the angle for each press release that you write. Bring it to life with the story behind the product or service.
Each press release should explain the story clearly and have a few quotes to back up the main argument. The press release should not be too long.
The opening paragraph should contain the main story. The first sentence is the most important part of the body copy, so it needs to be eye-catching.
Each paragraph should stand alone. The paragraphs should each contain separate elements of the story. The press release should include supporting facts, such as data or statistics. It should be concise and easy to read and if possible include citations to support your points.
When writing a press release, it is important to use appropriate language. Avoid using jargon. Using straightforward language is the best approach so that it is easy-to-understand.
Unlike a blog post, a news release should be one page in length i.e. circa 250 to 400 words.
Aim to include at least one quote, each with their own key message.
Remember to include your phone number and email address as well as Editors notes at the end of each press release.
Always be sure to double-check everything before sending it out.
Tell a story within your press release
A press release should tell a single story, not multiple stories. People like stories and they remember them.
SEO keyword phrase
It is important to include a primary keyword phrase within the release.
The release should include a few hyperlinks and your website address.
It is important to include a primary keyword phrase within the release.
Be helpful to journalists
When writing a press release, remember that it should answer the questions that journalists are most likely to ask. Try to see it from the journalist’s perspective. Ask yourself: if I was a busy journalist, would I read this press release?
Press releases are an important tool for creating brand awareness. If they are boring or difficult to understand, they will not be published. When it appears in the media, it will help boost your credibility and make you more newsworthy.
If the publication or broadcast station wants to use your press release, make it easy for them to do so without the need for editing.
Finally, whenever possible, include a photograph or image and make these as interesting as possible.
I hope that you have found these tips on how to write a press release to be helpful.
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