Many businesses and companies use press releases to announce certain events, product launches, and other corporate news. A press release can generate companies traction and improve publicity.
In writing a great press release, there are a lot of factors to consider. First, it is important to know what, why, and for whom the releases are.
A press release that stands out among the rest is unique, informative, and, most importantly, grabs readers’ attention. To do this, enhance and develop each part of the release, and make them cohesive with one another.
Keeping these in mind will surely help write a press release that gets results.
Today, businesses and companies do a lot to create noise and buzz. For a company or an individual, a good press release that will pique the interest of the masses is a good way to gain publicity and attract attention.
Let’s say I’m an owner of a company that specializes in producing different gadgets and devices that help people’s everyday lives, and we will soon launch a new line of products. To gain clout and intrigue potential and old customers to our launch, my company will create a press release that briefly describes the products and launch deeper.
To know more about writing great press releases, let’s dig deeper and first know what press releases are in the first place.
What is a Press Release?
A press release is a concise, captivating news item that a specialist in public relations writes and distributes to certain media outlets. A press release’s objective is to grab a reporter’s or publisher’s attention.
The necessary details are needed in writing a press release for reporters to publicize their articles quickly.
What is the Purpose of a Press Release?
Getting clout, making news, and spreading awareness are the goals of a press release. The key thing to remember is that press releases are an accurate and efficient approach to generating attention on corporate news.
Press releases are also simple and engaging information to distribute on a client’s webpage using a social media campaign. To get the press’s interest in a possible news item and effectively announce something about your company, a properly made press release can be regarded as a cheap promotional tool.
Where are Press Releases Published?
A company or organization hires a promotion firm to distribute information to the press to create and deliver written material to news outlets. The material is then disseminated via the associated press.
A publicity firm is hired by the company, political candidate, or other organization to release material to the press to create and deliver content to the news agencies. As soon as a journalist receives or comes across new information, the newswire releases it.
The releases are then delivered straight to localized newspapers or through distribution providers. They then distribute the material to their media channels for publishing.
Parts of a Press Release
Before writing one, it is important to know the parts of a press release. Each part is essential in making your release a great one.
The following are the usual components of a press release:
- Summary or End
How to Write a Great Press Release
You can do many things to make your press release interesting and generate some noise. Here are a few ways to write a great release that will surely get you substantial results.
1. Start with a Good Headline
Ensure that the title or headline of your press release is flawless because it will be the first part readers will notice.
Your press release title should have three main objectives: to get attention, persuade the journalist, and provide a good start for the article.
There are two steps in making a great headline: determine your hook and incorporate that hook into the headline. Although there is no one-trick way for it, there’s a method to make a great headline that will surely capture the readers’ attention.
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First, start your headline with something new. Mentioning how good your business or company is will not help; instead, kick off your press release by introducing something that the readers’ do not know.
Next, add the hook that will link your press release headline together. Finally, introduce the name of your company to finish the headline.
2. Make Interesting News
Your press release does not have to be about something innovative your company or business has done. It can be anything your company will do in the future, as long as it is new.
Interesting news captures the attention of journalists and readers alike. If they’re reading the same thing they’ve already read somewhere or something people already know about, they will not waste their time reading your press release.
You can do a few things to provide journalists with what they want to publish in your press release.
- Establish emotional connection
- Include unique information
- Incorporate your brand into existing news.
By incorporating these into your press release, news writers will be intrigued to keep reading your press release.
3. Create a Hook that will Hook Readers
You must have something remarkable to write to receive media attention. When creating press events and communications, it’s crucial to always decide on the “hook” that you will apply.
The key piece of noteworthy relevant information is the hook, sometimes called the angle, which piques the curiosity and attention of the journalists and their readers. If you have something readers care about, you will have a great hook.
Here are some ways to develop a good hook that will make your press release a good read.
Provide a Nonconventional Take
Giving journalists information they already know will not help make your press release stand out. To get media coverage, ensure that you will provide your readers with something new and non-traditional.
Incorporate Hot News into Your Hook
Readers like reading about hot and trending news. You can make your release more interesting by incorporating current trends or news into your hook.
4. Start with a Good Lead
The first paragraph of your press release is the lead. The lead usually consists of one to three sentences introducing your topic and hinting to the readers at what you are writing about.
Your lead should include and answer the “5 Ws” to help your readers understand more about the news you are discussing. The five Ws include the following:
- What: What is the press release about?
- Who: Who are the people talked about in the press release?
- Why: Why do readers need to know about this?
- Where: Where did the news occur? Where will it occur?
- When: When will it happen? When did it happen?
Including other things like figures, statistics, and findings will also boost the appeal of your lead. Simply put, the lead should emphasize your press release’s interesting and important parts.
5. Continue With a Solid Body
The body’s purpose is to provide all the pertinent information about the news you are telling and how your company’s involved. A good way to write the body is by starting with the essential information first and proceeding to the less important information later.
It’s always better to write in the third-person point of view when writing the body. Doing so will create a sense of formality and make your release less biased.
Additionally, it is good to write objectively. This type of writing is what journalists want, which is normally seen in newspapers.
You should also utilize using lists and bullet points. Doing so can break down information and make your press release easier to read.
To back up your statements, it is also important to use figures and statistics. Figures and statistics give your body more content and make it seem more reliable.
Finally, you can include quotes to finish your body. In using quotes, it is better to keep them short so as not to add too much unnecessary information to your press release.
6. Finish Off with a Few More Details
After writing the body, your press release is almost ready to be published. To complete it, add a few more final touches that will make your press release newswire-ready.
If possible, you may add some multimedia such as photos, screenshots, diagrams, logos, and videos. These will help your release stand out and be more attractive.
Also, it is important to add your company’s contact information should journalists and readers want to get a quote or ask for more information about your news. When doing this, including the contact person’s email and contact number.
It is good to let journalists and readers feel you are open to any inquiries about your release. You may add some phrases like “For more information, don’t hesitate to contact us through these channels” to appear as if you will be there to pick up calls and answer emails to help journalists out.
It is important to include these parts and a boilerplate so that your readers may know how to reach you and your company if they ever have any more concerns.
A press release is a good way for a company to gain clout and publicize pertinent corporate news. Press releases are not new, and creating one that will stand out and get results is not easy.
Before writing, know the parts of a press release and think about how to make them help your release as a whole. Know what to do with them and what to include and disregard in these parts.
Your press release must be unique and attractive and bring something new. Journalists will not take an interest in anything already out there and not newsworthy.
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