5 Steps To Making A Brilliant Press Release
If you want to get publicity for your business via the media, press releases are an excellent way to do it. Here are 5 ways to boost the appeal of your press release.
Use the correct format. Press releases follow a well established format. If you want your release to be read and taken seriously, you need to be sure it is written properly. You should also be sure to double-check the spelling, grammar and punctuation before you submit it.
Keep it clear and to-the-point. Your press release shouldn’t be any longer than two pages. Media outlets receive a lot of releases and they won’t take the time to read a long report. Keeping it clear and concise will let you fit in your important facts without going beyond two pages. And remember to answer the important questions - who, what, why, where, when and how.
What Is The Reader Going To Gain: Give your press releases a call to action. Include something that is going to inspire readers to go to your event, visit your website, attend your grand opening, etc. Writing a blatant ad will be obvious. Incorporate the features and benefits of what you are promoting, and give information on what it will do for your target market.
If you are promoting a new food processor, simply stating that it is smaller and takes up less space than previous models isn’t enough. However, writing the information as ‘the new model is smaller and takes up less space, allowing our customers to have the full chopping power of our larger model, but also save precious counter space’ lets the reader know how the new model will help them.
Make It Interesting: If your writing is boring, no one is going to want to read it. Try to find a balance between straight facts and excitement. Using the example of the food processor above, announcing that ‘our new food processor will be available this spring’ isn’t as catchy as ‘our new space-saving food processor will be available this spring, just in time to help you chop fresh vegetables for your summer salads’.
Remember who your target market is. When you write your press release, make sure you keep your target market in mind. This will help you to focus on what your should include and where you should submit the release. For example, if your press release is health-related, it’s not going to be worth the time to submit it to a travel magazine.
The media cannot run a story on every press release they receive, but implementing these tips will help you write press releases that grab, and keep, the media’s attention. The old saying ‘practice makes perfect’ rings true for press releases; the more you write them, the better you will get.