10 Key Tips To Write Press Release

Companies are often required to publish information. A press release is a good way of doing this as it reaches many people quickly.

However, writing a press release is a difficult task for those who are not familiar with the press. That is why entrepreneurs prefer to outsource this task to a communications agency. They know the best methods for effective implementation.

According to a recent study, press releases are becoming the most popular tool for journalists year after year, despite the rise of social media.

Press releases have traditionally been a popular tool for journalists. After all, journalism is about "relationships," building a bond and trust between the source and the journalist.

Whether you outsource the work or do it yourself, it's important to be aware of best practices.

Our guide will show you how to make your story more credible and useful to your audience.

The Basic Recipe For A Good Press Release

First, you need to have great news. Journalists look for news that grabs readers' attention. So it's important that the information is interesting to your audience.

Next, you need to make the press release even more appealing to your audience by putting a few finishing touches.

6 Key Ingredients: Who, What, Why, When, Where And How.

Above all, remember that journalists are busy people. So your report should be concise and contain only the most important information.

According to journalistic standards, press releases of this type should answer the following questions:

Who: Who is the source of the information?

What: What message do you want to convey?

Why: Why is the reader interested?

When: When will the event take place?

Where: If there is an event, where will it be held?

How: How useful is this information to the public?

10 Practical Tips For Writing Press Releases:

Once you've written the recipe, get to work. Follow our practical tips to make it more effective. No matter which audience is to be addressed, a good press release conveys excitingly prepared data and facts, shines with clarity of content and language, and does not brag. Not to forget, press texts, as part of public relations, are consistently a presentation form of marketing, which can have a great influence on public opinion if staged appropriately.

In the following, you will learn 10 golden rules to write press releases correctly - starting with some strategic considerations and content features and ending with concrete tips on writing and text structure.

1. Use A Powerful Headline

As with any blog posts, the headline plays an important role in the press release. Of course, journalists receive dozens if not hundreds of news stories a day. They are more likely to publish your article if they think it deserves their attention.

In the example above, this is the amount the researchers received as a reward. This information is of more interest to the public than the prizes awarded. Can you see the difference?

That's why you should try to craft your headline so that it gets the attention of journalists. Make it attractive. Avoid long headlines and make sure they are one line.

 2. Craft With Numbers Or Statistics

Have you noticed that many articles have numbers in the headline? Bloggers and journalists understand this. Readers like hard data because it makes the information more reliable.

But they shouldn't be the main part of the post. Use surprising statistics to back up your arguments. If it's a new product, can you prove its profitability?

 3. Give It A Personal Touch

A press release usually includes a quote. Focus on the content of the information. It is also advisable that the person quoted is a celebrity to enhance the credibility of the comments.

You can also invite influential people or experts to speak on your behalf. This strategy will contribute to the objectivity of the overall statement.

It is also an excellent brand management tool. Be sure to include logos and company names to promote your brand. You can place them at the top, right or bottom of the page. Decide for yourself which is best for you.

 4. Engage Your Audience

If you want to promote a new product, you can include information such as the store location or contact information for the product. In other words, it's important to get the reader to take action.

Be sure to include the journalist's contact information. They may want to lead the conversation. Provide a list of decision makers.

 5. Use Clear, Sympathetic Language

How do you actually leave a sympathetic impression in terms of tonality? The best way is to use natural language, leave out bulky phrases and avoid exaggerations. You should use technical terms judiciously, namely where you want to explicitly convey expertise.

For example, it is a good method to first introduce a technical term and then explain it in simple terms. Add a catchy example and you will get a good reading flow.

 6. Write In The Third Person

All text, except direct quotations, must be written by a third party. In other words, there is no room for "I" and "we". Be sure to use a professional tone in your advertisements.

 7. Write For The Reader

Even if your ad is distributed in the media, the reader is the most important audience for this type of advertising. Put yourself in the shoes of your target audience: what are they really interested in? What language do they speak? Limit technical information, otherwise the reader will get bored.

 8. Be Objective

Since this is a press release, you need to focus on the most important points. You may be tempted to analyse the context or explain the background. However, it is important to prepare the press release well.

Readers also respond better to factual information. Avoid adjectives like "best" and don't use them too often. This makes your text more credible to the audience.

 9. Think About Rereading Yourself

It bears repeating: all communication is part of the brand. Especially if the press release is widely distributed.

It needs to be attractive, easy to read and, above all, error-free. Read it several times before sending it to journalists. You can also use your colleagues' suggestions to improve the content.

 10. Use Professional Photo Material

Use professional photographic material for your press release. Tailor-made photos create clear reference to the text. Stock photos are also good. Under no circumstances, however, use amateur photos. The cover photo is as important as the headline. If one of the two is bad, the whole press text is bad.

Text and image should correspond with each other. The clearer the relationship between them, the more the layout will attract readers. The image can capture the topic in its entirety or highlight a particularly vivid detail. Stock photos are usually well suited for press releases.

One Final Tip

Contact the newspaper as soon as the advert is published. This personal contact will help you build a stronger long-term relationship with the press.

Once published, it should be sent to current and potential customers. You can include it in a weekly or monthly newsletter. Share it on social media. In short, use all the tools at your disposal.

Wrap Up

A press release is more than just a press release. It is an integral part of your digital marketing strategy. Once you understand the basics of these techniques, you can use them effectively.

Writing a compelling press release doesn't have to be magic. With a little knowledge, average writing skills, and patience, you can write an effective press release that won't disappoint your audience.

Press releases work best when the entire production chain is working toward one goal: to improve and solidify the public's perception of your company, business, product or service. This requires clear and open communication that is appealing to the target audience and presents the information in a relevant, easy-to-read and understandable way. If a press release meets these requirements, journalists are more likely to use it and readers are more likely to embrace it.

Matthew

Matthew is a contributing editor & marketing associate for PRnob Media. He comes from a journalistic and PR background, covering everything from best practices in the field to social media strategy.