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Expand your knowledge. Your time is valuable. Cut through the noise and dive deep on a specific topic with one of our curated content hubs. Interested in engaging with the team at G2? Check it out and get in touch! When properly constructed, a press release can be your key to getting featured in top-tier publications and noticed by well-respected journalists. Will yours stand apart from the rest? Or be sent to the dreaded trash bin, never to be seen again and certainly, never to be written about. And gathered top-notch advice from more than a dozen public relations professionals on everything from boilerplates to event press releases.
We asked PR professionals their best advice on writing press releases that perform. Here's what they had to say. Do everything you can to show that you know the publication you're pitching, so your press release looks less like a generic mass e-mail. For example, when I send press releases to industry magazines, I might change up the subject line and first paragraph depending on whether the magazine is for the plumbing, HVAC, or electrical industry.
Make it as easy as you can for journalists who receive your press release. So instead of Why our wedding website is the leading website in the industry, you could try Top 10 Ways to Avoid Wedding Scams where of course one piece of advice might be to go to your website to vet vendors.
Avoid effusive self-congratulation. Have a killer boilerplate. Hugh S. Moore, Vice President at Broheet Communications. Ask yourself and others: why is this important and why should people care? If possible, tie the news to a trend or current event. For example, when announcing a prescription drug management solution, discuss the of opioid deaths that happen in your area that could be prevented with the solution. Include a meaty quote from someone outside your company, such as an industry expert, government official, customer or investor.
Mara Conklin at Clarus Communications. In order for a release to have value outside of just being company news, it has to tie to larger events and trends that are happening in the world.
Try to connect your news to the bigger picture by using external data. Also, make sure that the quotes from the principals don't just repeat the news of the release but also add value and insights into how this news is relevant beyond their own company.
How will the news impact customers and end users?
The true purpose of a press release is to communicate that you or your business has a genuine news story to share. A quality press release should help a journalist to do their job. Journalists are incredibly time poor and overloaded with dumb ass pitches. You need to stand out from the crowd with a compelling and well-written story.
To do this ensures your press release has a killer headline — one with a genuine news angle. What do I mean by this? Your intro paragraph is crucial — spend 90 percent of your time to get this right — this needs to be your entire story in less than 25 words. Make it strong but avoid hyperbole and exaggeration. The absolute key takeaway is that the release MUST have news value relevant to the journalist you are pitching to, otherwise it will be headed for the junk folder. When writing a press release, find the story within the story. For example, if you are giving a donation to a charitable cause, highlight the charity and explain what it plans to do with the donation and how it will make a difference.
Include photos with your press release so that reporters have art to use with your release should they choose to write about it. Journalists are busy, so I recommend following the T. E method for writing press releases. This ensures that you deliver the best value to media outlets and improve your placement conversions. The most effective press releases build a narrative around an announcement.
What do I mean by that? Before writing the press release, research should be done on what the media has been covering in recent weeks or months. Re-angle your press release to discuss how your new product, service, or award is relevant to the issue. Remember that journalists don't care about your product or your company unless you are an industry giantso you have to make them understand the value of your press release in the context of the whole industry.
The structure of a press release is one of the most important aspects. Start with an opener that grabs attention and instantly communicates the most pertinent message.
Finally, close with a call to action or the message you want to leave in the mind of the reader — this can even mirror your opening sentence to really drive the message home. One way to make your press release unique is to use a statistic that is provoking, runs counter to conventional thought, is interesting or humorous. A stat like that can make your headline pop and grab the media's attention. Another way to ensure your press release gets attention is through the use of shareable multimedia.
Telling your story through visuals, such as infographics or videos, is a compelling way to get the attention you deserve. Lastly, speaking of videos, you could turn your press release into a short video!
This provides a creative way to show the media your story. How you choose to write your headline depends on your distribution strategy. If you're going to use newswire and similar press release distribution platforms, then you want to keep the headline with a general interest, not diving in too deeply to a niche-specific aspect of the release.
Have it target the general audience instead of your primary audience. Keeping it somewhat general will ensure your release won't be disregarded by journalists who don't typically cover your industry as easily. If you're targeting specific outlets or even better journaliststhen you can get a bit more creative.
Look into what some of their recent articles have been covering, as well as which ones have been viewed or shared online the most. Then see if there's a correlation between those articles and your press release.
If there is, make sure your headline reflects the connection. An outlet or journalist will be aware of which of their pieces are doing well in regards to readership and will be more likely to write a story about your release if it touches on what's been performing well that week.
Are we missing your favorite piece of advice on writing press releases? And if you want even more, be sure to check out our ultimate guide on how to write a press release and how to write an electronic press kit EPK.
Born and raised in the Chicago area, her brief stint in Ohio University of Dayton gave her a new appreciation for deep-dish pizza, but left her well-versed in Cincinnati-style chili and "cities" with a population fewer thanWhile not writing, Claire can be found practicing calligraphy, seeking out the best dive bars in Chicago, and planning her next trip. Explore Topics Expand your knowledge.
Curated Content Your time is valuable. G2 Community Guest Contributor Network. Sales Tech All Topics. Subscribe and never miss a post. G2 Community Interested in engaging with the team at G2? Some people say the press release is dead. Do you know what I say to those people? But the keyword there is properly. Then, sit back and watch the media coverage come through.Press to see the best
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The Best Time & Day to Send a Press Release [Updated for ]