A press release is a significant factor when considering the makings of successful public relations strategy. In one of our previous blogs, we explained a few tips on how to connect with media, and emphasized the importance of a media list. But what comes after the media list? The press release. Here are 5 helpful tips on writing an informative and interesting press release.
In the same way journalists require interesting, newsworthy stories on which to base their content, your press release requires something interesting on which to be based. For instance, did your business just move to a new location? Do you offer a new and upcoming product? Ask yourself whether or not you can offer a newsworthy story to your clientele, and if the media might be interested in this story. If you can’t answer these questions positively, maybe a press release isn’t the right route to take.
You may not initially think that your press releases’ headlines need to be particularly catchy. However, if that’s your thought, you need to reconsider. The contacts you’re reaching out to in hopes of gaining a feature for your press release are getting dozens of emails every day about the exact same thing. This means that you need a killer headline in order to catch their attention. Next to the headline for the press release, you should also use an interesting and catchy subject line for your email. The subject line “Press Release” is undoubtedly too boring, and the receiver of this email is likely to ignore it all together. Therefore, try to also use the subject line to make the reporters continue to read your story.
Including quotes in a press release can be very advantageous for you and your business. Quotes prove that real people took the time to comment on your work—they make the press release more personal, give subjective insight about your work, and even help the journalist to whom you’re submitting the piece get to know your business a bit better.
Don’t Forget Your Contact Information
Don’t forget to include an email address, along with your business address and phone number, so that those you’ve reached out to can include your contact information at the end of their article. Journalists and the like are more liable to remember to add your info (we all make mistakes!) if the contact information is at the very top, or very bottom of your press release.
And of Course: Proofread
Lastly, let a few people proofread your press release before you send it off for potential-print. Your press release should be grammatically flawless. Having even a single mistake in your piece can and likely will turn off your piece’s recipient from wanting to publish—they’ve got enough on their plate and shouldn’t have to add “editor” to the list.
So there you have it: a venerable writing style, an interesting storyline (we realize that this is just a press release after all, but there’s no harm in getting creative with it!) and additional, however necessary information like email, work address, and phone number can convince a reporter to include your story—if that’s the case, your client-base will likely see some growth, or at least some piqued interest. Follow these tips and you’ll be well on your way to creating an effective strategy for the publicizing of your business.