We live in a cluttered media market, ow to make your press release be the chosen story from hundreds of releases that journalists received in an hour?
Here are eight tips on how to write a compelling press release that will increase your chances of getting noticed by busy journalists and being helpful in meeting tight deadlines.
Writing a brief, eye-catching headline (and indeed subject heading) is important and grabbing the attention of a busy reporter is your first big hurdle. Not only should it highlight the main features of your story, but it should also pique the journalist’s interest to delve into your press release. The more accurate, newsworthy and compelling your press release’s headline is, the more likely your targeted media will distribute it. In the meantime, creating an email subject line that is strong enough to draw media’s attention and following a preferred press note format, are equally important. You can centre and bold the headline typed in 14 points to make it look readable and attention-grabbing.
Perhaps the most annoying part of a journalists job is unwanted and irrelevant press releases. You can their job (and yours) easy but doing a little bit of research to make sure you are targeting the right media with the right message.
Before writing your press release, put yourself in their shoes. Why is it important for them to read, or even open your email? Give them a reason to care. What makes them hungry to know more? Talk to the person involved to collect insightful primary and secondary information. Plus, your team is always a helpful star to collaborate with to work out some winning points for the press release.
If you do not want your press release end up in the bin, make sure the most important information is front and centre. Communicate all your facts in the first paragraph by answering these questions: what you are publicising, who was involved, when and where it occurred, why and how. Consider your opening paragraph as an elevator pitch to hook journalists and inspire them to read on before a hint of ordinariness hits them and makes your story binned.
When the reporter moves his eyes through your body content, congratulations — you succeed in capturing his interest. Keep their hunger for knowledge rolling by enriching your press release in the second and third paragraphs. Add subheadings and supporting details to complete the whole picture which is found missing in the lead for the purpose of arousing the readers’ curiosity. Yet, every enquiry in mind shall be resolved in the body. You also want to avoid writing a press release that is wordy to absorb and goes beyond two note pages.
Simply capturing the reporters’ interest is inadequate, you need to make your press release sound convincing to secure its publication. Our solution? Attach facts and numbers when writing press releases.
Not only do they provide a ground for your key claims, but they also add colours and significance to make your audience ponder the subject matter. Do not underestimate these facts and figures, which can provide your story with a proper context for better digestion. It is worth spending time conducting research prior to writing a press release.
Note that a press release is imperfect without remarkable quotes. While the body informs several newsworthy facts, the quotes add flavour and voices to echo your ideas and claims to substantiate your story. Make sure to quote some key players of your business to reinforce the important notes in your press release. Avoid writing robotic, formulaic quotes but make them genuine and humanlike to develop resonances and tug the audience’s heartstrings. Last but not least, trim your quotes and go straight to the point.
Adding you company profile and contact information is arguably one of the most important things you can do to increases the chance of getting your news published. These details are attached below the subheading named at the bottom of your press release. The reporters will pick up background information about your company along with several intriguing facts. Contacts are essential elements for journalists to get in touch with you. Do not forget to include your media contact's name, phone number, email address and more when writing effective press releases. Just as important is to make sure you are available. Pick up the phone, reply to emails and respond to WhatsApp messages.
There is no one-size-fits-all approach to writing press releases. Still, utilising the right note and format matters as it showcases your professionalism as a PR specialist and respect for the journalists. For the sake of readability and articulation, keep your press release away from complicated jargons, lengthy sentences and grammatical errors. Writing key facts and figures in a short, accurate paragraph is a golden rule.
Writing a good press release is a mission possible. Follow our 8 golden tips to win the heart of a journalist in a breeze.
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