If you want your small business to get proper media coverage, you need to write effective press releases. Writing press releases that get the job done is a skill that most people don’t have.
When writing press releases, it can be challenging to determine your document’s length or what information to include in it. Writing press releases doesn’t have to be daunting. Here are tips to help you write press releases that accomplish your goals.
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Use Killer Headlines
In a day, journalists can receive hundreds of press releases from different individuals. Therefore, it is advisable to use killer headlines to capture their attention. You can also label the email using simple phrases such as “story idea” or “press release.” Do not forget to include an excellent subject line.
The headline of your press release should be short and easy to understand. A journalist will quickly disregard your document if it does not look exciting and if they don’t understand anything you have written.
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Include Your Main Point in the First Line
A journalist will be curious to read your press release when you use a killer headline. However, they will quickly delete the document if the first line or paragraph doesn’t grab their attention. It is, therefore, essential to include any relevant information in the first paragraph.
The first line should summarize your entire story. Additionally, when writing a press release, ensure that you address the “five Ws” within the first paragraph. You can refer to your daily newspaper for examples of great opening lines. To write great press releases, you need to imagine how a radio or TV presenter will introduce it to the audience. Ask yourself whether the presenter can do so within 6 seconds.
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Be Concise
Since you know what press releases are good for, it is advisable to keep them short. Most press releases range between 300-400 words. As a result, the journalist will likely read the entire document. Writing lengthy press releases may mean that most of the information is irrelevant and not newsworthy.
Avoid adding background information about your business in the first paragraph. Instead, you can include it in the “notes to editor” section. You can add bullets and sub-headings in your press release, making it easy for readers to digest.
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Use Quotes
To make your press release more useful, you can include quotes from various individuals within your organization. The purpose of using quotes is to provide valuable insights rather than information. The quotations need to sound like a person said them and should not use technical terms.
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Ensure That Your Content Is Newsworthy
For your press release to work, it needs to be newsworthy. Before starting to write one, ensure that it is unique. People like things they haven’t heard before or that can help solve their problems. If no one will care about your press release, it is advisable to wait until you have a better story. You can read, listen, or watch other publications to confirm whether yours is newsworthy.
Following the above tips to the latter will help you draft great press releases. To boost your small business’s chances of getting media coverage, tweak your press release for different media outlets.
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