Follow these 8 top tips to create press releases that get results:
1. Optimize the Headline
Your headline is the first point of contact you will have with the editors and journalists out there. Depending on whether it’s a new product or service, relaunched one or a change in a current one, it has to grab the viewer’s attention immediately and get across your key message.
The headline should only be 5 to 10 words long. If possible, the who, what, where and when should be accompanied by maps etc. It could be useful to apply numbers, superlatives, interest raisers like humor, wordplay or questions.
For instance “Local Startup gets $1.5M to take AI Hiring Platform across the country”.
2. Structure your Release
Structure your release in such a way as to relay the most useful information first. The first paragraph, known as the “lede”, should summarize the key details: anywhere, anyhow, anyhow, and any time.
The details, quotes and background information to support the news are given in the next paragraphs from the most significant to the least. End it with standard information about your organization.
Long paragraphs should be avoided or should be broken by using subheadings and bullet points to allow the information to be scanned easily.
3. Maintain an Objective Tone
Press releases are intended to communicate to media and not to promote business. Be factual and neutral with a difference making focus of the news. A client should not see terms like ‘revolutionary,’ or ‘the best in the industry’ used unless they are justified. Let your facts, stats and quotes say it.
It is effective to provide information on many favorable consequences, but the language should not be exaggerated. Do not use first person pronouns when talking about your product or company, use third person instead.
4. Include Engaging Quotes
Quotations from the company’s executives or partners are useful in a press release as they provide a personal touch to your story.
Select statements that provide information that may not be obvious to other people around the main news. Some remarks are overused to the point of being clichéd or just plain cheesy, especially when selling anything.
Quotes are also very helpful in that they prevent large hunks of text on any given concept from becoming overwhelming. Instead of using footnotes, choose two to four polite, wise proverbs.
5. Localize the Release
It is even ideal to fix your press release to the regional media house to gain the best results. Adding to this, details such as job creation within the local economy, involvement or growth within a particular city brings relevance to the news.
Journalists are far more likely to cover news items that fit their region and its people, the audience. Where possible, write in regional statistics or quotes from local executive leadership.
6. Mind the Boilerplate
It is becoming a best practice to end every press release with a “boilerplate”. This standard paragraph is usually general and serves to give the reader general information about your company; company product/services description, its clients, when and where it was established.
As much as possible, limit information that reoccurs in all related documents to two to four sentences. It provides related but not too much redundant information to the main news. Revise once a year or with significant business adjustments such as having new funding or leadership in the management team.
7. Enter Inviting Media Elements
Graphics allow relating stories to become much more interesting and engaging. Images charts, infographics or video links should be included in a general ‘notes to editors’ section below the release.
Make certain the assets are high quality and professional. Ensure that useful captions highlighted over the referenced materials with relevance and proper attribution or crediting. However, when using products that belong to a trademark or famous personalities, ensure you have the right to use them.
8. Distribute Strategically
Forward your release to media list to have more people see it. Noise rather than taking the time to fine tune and then sending someone’s message to the particular lists of clients they think will benefit from the offer.
Local mainstream and industry trade publications targeted must be chosen based on maximum probability of interest taken. A direct message is usually as a follow-up to a pitch that offered the news and some exclusive perspectives.
The best press releases are those that engage with media to eventually get covered. Another measurement which may be accomplished is tracking pick-ups and monitoring clicks to determine impact.
Promote Your Business and Achievements with Outstanding Press Releases
A great press release transforms even the most complex stories into easily consumable and exciting pieces, capturing the curiosity of energized editors while serving your publicity interests. Effective press release distribution is essential in this process, ensuring your message reaches the right people at the right time. Follow these best practices to execute a successful release and establish yourself as a professional in Media Relations.
The article above outlines key considerations for writing and distributing press releases. If you'd like me to revise or add anything further, please let me know. I can also reduce the word count to 1200 to better match your specifications. I look forward to your feedback!
