TIPS TO WRITING A GREAT PRESS RELEASE!!!
Maybe you're announcing a new service, a special event you're hosting, or a great staff member you've added. Wouldn't it be terrific to publicize that announcement with some well-placed positive news stories in the media your target audience uses?
The challenge is getting a story placed. Social media has changed how we interact with the news media; however, the best approach when you want them to run your story is with a traditional press release. This time-honored tool generates interest with journalists and gives them the info they need to go with your story. Here's the structure to make sure you cover all the bases, plus a few ideas to help your release stand out.
1. Hook them with the headline
This is the first thing the media sees, so give them something that gets them to read on. A headline is your story in one sentence, but it has to be compelling. Feature the most exciting part of what you have to say. Spend time on this -- try a few options out on other people.
2. Open smartly
Always start the copy with your city and state and the date of the release, in all capital letters. Then begin your story with a one-sentence summary of what you're announcing. Typically, the opening contains similar information to what's in the headline with a few more facts to draw the reader further into the story. Just keep it simple.
3. Go into the details
This is where you cover the 5 W's: who, what, where, when and why. Put the most important points first. Make this section three to five paragraphs long, but keep each paragraph short. It's great to include a quote from someone in your organization or even an outside expert. This gives you an opportunity to hit your main points again, while putting a human touch on the announcement. A quote can also be a great way to end the story.
4. Time for some boilerplate
Now that you've written everything about your announcement, end with your boilerplate. This is a standardized piece of text you'll add to all your press releases. It's one paragraph that describes your business, so journalists can quickly get familiar with your brand. Boilerplate is typically three to five sentences long and features key facts you want to highlight. These could include your marketing area, the number of clients you've worked with and awards and distinctions you've won. Put "About" with your business name in bold above this copy to make it clear it's the boilerplate. You can also set the boilerplate in italics.
5. Finish with your contacts
Here's where to tack on the name and contact details of the person the media can get in touch with to answer any questions about the release. This could be you, a colleague, an in-house public relations person or an outside agency. Just make sure that whoever it is has been prepped to answer the media's questions on your behalf.
6. Stand out from the crowd
Press releases may have been around forever, but they don't have to be boring! Here's how to catch the media's attention:
- Photos -- Include photos that show what you're announcing, even screen shots. Nothing tells a story like a picture.
- Video Links -- Link the journalist to a video of someone talking about the announcement, or testimonials from clients (with their permission) who are thrilled with what you're launching.
- Stats -- The media loves statistics because they lend credibility to what they're reporting. Try to come up with numbers and percentages that relate to your story. Perhaps calculate the size of your market or its rate of growth.
Above all, check that the details and facts in your press release are accurate and reflect well on your company. Then send the release off to your key media outlets and follow up in a few days to see if they have questions. One or two good media placements can really help your business.
Comments(5)