Lauren
A press release is one of the best ways to let journalists and members of the media know when your business has done something newsworthy.
Are you launching a new product?
Are you bringing a new partner on board?
Are you moving to a new location?
Are you rebranding?
Writing a press release is a great way to get an online publication to spread the news.
However, while a press release has the potential to help you boost your search engine optimization, expand your reach, and gain media coverage, it won’t be effective if it is not written well.
Here are some tips to keep in mind that will make your press release more appealing to journalists:
Come up with an angle
A press release is not a report stating the fact that you are moving to a new location or hiring a new executive board member. It’s not an advertisement or a sales pitch. It’s not a detailed list of everything that you find important about your business.
A press release is a news story about your business, and it needs to have an interesting angle.
If you want journalists or publications to pick up your story, then you need to actually pitch a story.
Your press release should have an angle that is either exclusive, relevant to current events and news, or emotional.
Consider this press release Shake Shack about their new virtual Shack Camp that they offered this past summer.
The press release starts by saying, “It’s no secret that summer feels different this year, but Shake Shack is still here to bring the fun and keep you and your families entertained throughout.” It goes on to talk about Shack Camp, and how it provides six weeks’ worth of activities for families to do at home.
With the coronavirus pandemic causing many families to stay at home and shift their typical summer schedules, Shake Shack’s press release was a relevant announcement that provided an emotional and welcome connection with their audience.
They could simply have announced that they have a new product: curated Shack Camp boxes, but instead, they found a way to create a feel-good story, connecting the product to a current event that carries emotional weight.
Before you start to draft your press release, see how you can turn your news into a story that will appeal to journalists and attract your audience.
Write a strong headline
The first thing that anyone will notice is the headline. All public relations professionals will tell you that first impressions matter. Your headline is a chance to make a favorable impression and attract attention to your press release.
Many journalists receive hundreds of pitches for press releases each day. Your headline needs to be strong enough to stand out among the crowd.
A compelling headline will do the following:
- Use strong, action verbs
- Highlight your news angle
- Be concise and to the point (avoid going over 10 words)
- Avoid hyperbole
Write an attention-grabbing headline, and you will be a step ahead of your competition
Craft a concise introduction
When you’ve successfully captured a journalist’s attention with your introduction, you don’t want to lose them with your first paragraph.
While it might be tempting to try to build to your story or add intricate details that you find interesting, if you don’t cut to the chase, the journalist will move on to the next press release.
Your introduction should make sure your reader knows the who, what, when, where, and why of your story in roughly 35 words or less.
They shouldn’t have to read the entire press release to find out who is involved with your story, what is happening in your story, or why their readers will be interested in your story.
Provide key information in your body paragraphs
Your body paragraphs should fully develop your story so that journalists know they have all of the details they need to work with.
Start with your most crucial information first, but be sure to include important details, quotes, data, and background information that is necessary for your story. The more work you do to strengthen this part of your press release, the greater your chances of it getting picked up by journalists.
Save the information that is less important (but still interesting!) about your story for the tail end. This way, readers will get the most important information first, but can still find out extra details and information if they want to continue reading until the end of your press release.
Include contact information
In addition to putting information about your brand and your story, you also need to include your contact information so that any journalists who are interested in your story will have a way to get in touch with you.
Write the word “ENDS” before your contact information to indicate that the press release portion of your email pitch is over. Then put the full name, email address, and phone number of the person in charge of your media communications.
If you keep these steps in mind, you will be well on your way to writing a press release that will garner media attention.
