Do you have news to share with the public?
One of the most effective ways to do this is by distributing your news through the media. In this article, we will provide you with a universal guide on how to write a press release that will make it into the news feed, not the trash bin.
A press release is an information message for the press that contains news, an official position on a particular issue, a response to a specific information occasion, or an event announcement.
A press release is primarily news, so it must meet the following criteria:
novelty
relevance
informativeness
objectivity
The default structure of a press release includes:
headline
lead
body
footer
attachments
When writing a release, keep in mind some general rules:
write grammatically correct sentences
use third-person perspective
write in the style of the media
write for journalists rather than end-users
use the accepted and convenient format for journalists (usually Word)
an ideal release should not exceed 1-1.5 pages of A4 paper. However, if you have conducted a substantial study, an exception can be made
Info occasion and emphasis - the beginning of everything
Want to write a successful press release? Then the first rule is to write about something that can attract journalists' attention. If your news is insignificant for the market, think about how to increase its value. We call this "creating meaning" - add a unique emphasis that will become a "hook" that will attract the media's attention and audience.
Here are two fail-proof accents that can strengthen your press release:
Newsjacking
Imagine a situation where there is already current news on the web, people are already talking about it, and you "join in" and embed your news into the agenda. Then it will be equally popular among journalists and readers against the general wave. For example, we embedded our client's info occasion into the coronavirus agenda and made a big profit.
Local emphasis
Regional media will be more willing to publish news that concerns their region. Think about how to use geography to your PR advantage. Maybe you can conduct a study on regions, countries, cities where your product is used?
Press Release Headline
The headline is the business card of your news. Most journalists look at the headline first and then decide whether to open the release or send it to the trash. Your task is to make a clear, catchy, and persuasive title for your masterpiece.
Use the formula:
news + company name + verb that indicates action.
For example, you conducted a study on the use of your product in different cities in Kazakhstan, and your emphasis is local. Depending on the main idea of the release, the headline may sound like this: "Consumption of such-and-such product leads in such-and-such region," found out company XX. "Such-and-such city has become a record holder in using ... company XX."
Press Release Lead
The lead is 1-3 sentences that start the release. It is the most important paragraph from which it follows whether your news is interesting or not. It should include key parameters of the news - what, where, when, and why it happened/will happen. Optionally, an image may be included.
If the release is for business media, be sure to include information about money.
Do not write hymns of praise to the company here; it annoys journalists. The point is that the lead should highlight the most interesting and important part of the release for the journalist. Ideally, it should be copied and pasted into a brief news item.
Main Text of the Press Release
The body of the release should logically continue the lead and provide details on the info occasion. Here are some tips:
Format the text for easy reading.
When your text can be read "diagonally," it increases its chances of being read. After all, journalists use this quick reading to save time and find worthwhile news among a pile of releases.
Use Statistics and Numbers
Add interesting and reliable data that will help journalists make your news more interesting to readers.
Add Quotes
If you have valuable information about your company, it will read better in a quote and won't cause irritation. You can also insert a quote from an industry expert to increase its value or make two quotes if you have a partner info occasion.
Finishing Touches
Your press release is almost ready, and now it's time to add the finishing touches.
Add Links to Visual Materials
Photos, screenshots, illustrations;
logos;
speaker photos;
videos, etc.
We live in a world of visual content, so your graphics will help make the news more enjoyable for the reader.
Add Contact Information
Full name, phone number, email address, and personal website if appropriate. Add a polite phrase: "For any questions related to the press release, please contact us."
Add Information About the Company
Add a few sentences "About the Company," indicating the main achievements and milestones of development.
Add a Header
Optional. The header may include the company's logo.
Edit the Release and Check for Errors
Edit and format your press release. Check the text for errors, not only stylistic but also factual.
Congratulations, you've made it to the end! Your release is ready!
Now it's time to send it to the appropriate media outlets, work with journalists, and collect all the publications into a beautiful report.
Does your company need help preparing and distributing a press release? Contact us at welcome@itcomms.io, and we'll take care of everything quickly and efficiently.