How do you write the best press release?
If you are in the marketing business, you have to know how to write a perfect press release. They are essential for ensuring the media and public know your latest news. Take some time to freshen up your knowledge and gain some tips on how to write the best press release.
What Is a Press Release
A regular cadence of meaningful news can help a company stand out and build mindshare with journalists over time. That’s where the press release (or news announcement) comes in. A press release is an official announcement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a “press release,” a “press statement,” a “news release,” or a “media release,” we’re always talking about the same basic thing.
While the heading should contain action verbs, the first paragraph should answer the “who,” “what,” “why,” and “where.” The press release should also contain understandable language and a quote. Most press releases are succinct at just a page long — two pages, tops. Ultimately, companies want to provide enough information so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release. So, when it comes to writing a press release, no matter if it is your first or thousand, there are a few rules you should follow when writing.
Make Your Headline Catch the reader’s eye!
You are going to want to make the news you have to tell catch the readers or viewer’s eye. You have got your announcement in mind, and now it is time to get it down in words to share with your community, industry, and followers. Just like writing the perfect blog post title, setting up your press release for success starts with your headline. Take advantage of this one line and make it the best you can. The more captivated your viewer, the better. Keep in mind that reporters get dozens, if not hundreds, of releases each day, so invest the time to write a compelling headline. It is worth the time and effort on your part.
Goals of Online Press Releases
The respondents’ top goals for online press releases indicated that the traditional goals of increasing an organization’s visibility and credibility and announcing news are now almost equally as important as new goals that traditional press releases could not have accomplished. These new goals include reaching customers directly, creating online content, and search engine optimization (SEO).
If your press release is written well and is viewed and engaged with by many, your release may appear in an organic search. Or perhaps you’ll see a bump on Google’s “News” section. Although direct SEO bumps are possible, it is far more likely that your press release will have an indirect impact. In other words, if you distribute an eloquent and compelling press release that is then picked up by a newspaper, media outlet, or blog, your company gains a link, like, mention, visibility, brand recognition, citations, and the grand prize: referral traffic.
If your information isn’t riveting, take a step back. Maybe there’s something you can add to your event or announcement that will make it more interesting. Of course, that “something” has to happen. You can’t mention that an A-list celebrity will show up when you know full well they won’t. Linking your press release to a current trend or timely occurrence in the news can also grab attention.
Proofread Your Work First!
Typos live forever online. Quadruple-check your news for typos and grammar mishaps by having at least one other person proof the release. This includes fact-checking contact information, such as emails and phone numbers, to ensure they’re correct. Some old industry tricks: read your release out loud, or start at the bottom and read it backward. Both will help find grammatical errors and typos that might not otherwise be caught.
Convey the news value to the press.
Your first paragraph should show and tell everything the reader is in for. It should cover the who, what, where, when where, and how of your new launch, update, or development. Your press release needs to be and stay factual. Reporters do not have any time for “Fluff “content. Reporters look for big news right on the spot. So, the more capturing and factual the easier it is to grab the reporter’s attention.
Include images, videos, and graphs. A press release—like any other piece of content—should be interesting to read. This is why you should include images, videos, graphs, and other types of multimedia in your press release.
Cover your audience’s questions & include contact information
Next, you need to cover any questions that your readers and audience may have. It’s good to do that at this point to avoid getting tons of emails asking additional questions related to your announcement. You can achieve this by taking this one tip: Include an FAQ section Include the press (or company) contact information. Most big companies such as Apple, as we saw earlier, include a section with press contacts.
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