Despite the many channels and
platforms available to PR experts today, press releases remain an integral part
of any PR strategy. A press release is a short, compelling, newsworthy
declaration written by a public relations professional and sent to targeted
media outlets for publication.
Companies distribute press releases for
various reasons which include promoting upcoming events, announcing new hires, product launch,
celebrating awards or
any other happening.
If you
want to secure press coverage for your business or organization, then you need
to master the art of writing good press releases. Here are guidelines on how to
come up with excellent press releases.
1. Make sure your story is newsworthy
The media is always on the hunt for things that are new and
exciting. Before you start writing your press release, ask yourself these three
questions:
1. Is there anything new or recent in my story?
2. Is there anything unusual about it?
3. Does the story influence people’s lives or will anyone
care?
If you're not sure whether your story is newsworthy, read,
watch or listen to the publications or programs you'd like to pitch your story to
and you will get an inkling of what they cover.
2. Use a crisply attention-grabbing headline
A well thought out
headline is the most critical aspect of a press release. Most journalists will use the headline to
decide whether to read further or not. The headline needs to be direct,
informative and attention-grabbing.
You need to include a catchy phrase that will capture
interest and encourage one to read more. Also, make sure your headline is a
good representation of what your press release is about; the goal of your press
release should be clear in the headline. Avoid vague and misleading headlines
3. Answer the 5w and 1h as much as possible:
The first lines
should give all essential information such as who? What? Where? When? Why? and how?
That is; what is happening, where, when and why it will happen (In the case of
events) and how it will happen. Giving this information in a clear manner makes
it easy for journalists to produce their own stories.
4. Have a Call to Action:
Every press release has a goal. Whether you want to create
awareness of a certain product in the market or you want people to attend an
event, you need to clearly and concisely state what you want people to do after
they have read the press release. Be compelling and creative, but do not sound
promotional. Include information about your company, a phone number, an email
address, and the name of the person to contact, so that readers know who to
follow-up with.
5. Include Multimedia:
Multimedia is so appealing, you should try and spice up your press release up by including some multimedia
elements such as video, photos or infographics. Take for instance, if your
press release is about a product launch, you will want to include photos of the
product. Only add photos and videos that complement the story and avoid sending
big files that will clog up your recipients’ inboxes.
6. Add appropriate quotes:
Effective press
releases incorporate quotes and sayings from important people in the company. They
also make the story more credible. Quotes should be used to provide insight and
opinions. They shouldn't be full of jargon or technical language.
7. Disseminate in the right way
Writing a good press release is not enough if you don’t know
who you will pitch. Do your research and ascertain who your audience is, what
media reaches them best and who are the most experienced journalists covering your
niche. You can also publish the press release on your website and social media.
Public releases are not guaranteed marketing tools since it
is not surefire that mainstream media
will publish it, it requires a bit of chasing to get press coverage. Do not
give up if one of your pitch is declined. Be persistent and find ways of making
your press releases exceptional.
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