Drama is easy to write about, but that doesn’t mean it’s true.
The press release isn’t dead, it has just changed with the times. Now writing a press release may get you an online article instead of something in print.
But it’s still worth the effort to send one out. And it’s just about as easy as it can be as well.
A well-written press release is just a summary of your project or announcement in a different format.
Learn more about writing one below.
Tips on Writing a Press Release
Anyone with a good idea of what the project is can write a press release. The more informed they are, the better. Why?
Because they need to provide the most information about the project, quickly and efficiently. Want to know more?
Keep reading for some concrete tips.
Ask Yourself if Anyone Cares
Not trying to be rude, but not everything your company does is worth writing a press release about. Yes, we know that they have a correlation with SEO scores, but Google also knows when someone’s abusing a tool.
Before you write a press release, ask yourself if anyone who doesn’t know about your company is impacted by this happening. Does the ripple effect of this event extend outside of your little pond?
Even if it does extend past your organization – does it impact peoples lives? Is it interesting? Does providing them with this information have value for them and you?
If the answer is yes, then that’s great. You can go ahead and write your press release.
Choose the Right Outlets or Journalists
Now that you know someone’s going to care, which publication or journalist is the right person to send your PR to? You may feel like this is out of order – but it’s not.
Knowing who (can be a group) you’re sending this PR to helps you write in the appropriate tone. It shows that you’ve done your research and you understand both your and their audience.
For example, you’re not going to send a piece about your new discovery in White Hat SEO to Home Living Magazine. They don’t care and probably pay someone a lot of money so they don’t have to think about SEO.
However, sending it to the Neil Patels of the industry would be appropriate. They care and they know their audiences care. Take a look at the tone of their articles and try to mimic in some way.
Most people write the same way they think – which is the same way they read.
Start with a Hook
When it comes to catching someone’s interest, there’s no reason your PR should be different than anything else you write. Do you know how many press releases outlets get per day?
Hundreds and in some cases, thousands. Yours may only get a three-second glance. You need to use those three seconds to your full advantage.
What is the most exciting or surprising part of your brief? Is there any aspect of mystery? Start out with that.
How to Write an Awesome Hook
There are a few theories when it comes to writing an awesome hook. Some people think you should hook them with a question, but sometimes that feels a little like high school essay writing.
Other people swear by using the human connected-ness part of the story to catch interest. People like people.
Then other people still skip the hook entirely and go straight for the short and efficient press release model. It’s really up to you and who you’re pitching to.
Some outlets have guidelines to the types of PR’s they’ll accept and read. More about that below.
Use an Approved Format
When you look online there are plenty of examples for formatting PRs. Writing a press release is like filling out a form with a few transition words.
The only thing that’s different is the order you put the facts in.
It’s worth your time to look up the outlet you’re submitting information to and see if they have the desired format. If they do, great! That takes the guesswork out of it.
If they don’t, find a template online that has good reviews or comes from a reputable site.
Don’t know what sort of information they need?
Here’s an example:
- A short description of the thing that’s happening and why it matters
- The best or most impactful thing this event creates/causes
- The second best thing
- Where you can find more information about the awesome thing
The whole press release should be a convincing but very succinct argument about why the journalist or outlet should care.
Include Some Nuggets
If an outlet or journalist is interested in your story, you’ve hit gold. Unless they think they’ll have to do a ton of work and they’re not interested enough to go digging.
How do you make it so you don’t lose their interest? Give them little gold nuggets they can use in their piece. Like a quote from an involved party or a statistic.
That last “where you can find more” paragraph or section of your PR is important too. The less work the outlet has to do, the more likely it is that they’ll publish it.
Proofread to Perfection
Your press release should be spotless when it comes to grammar, spelling, and even punctuation mistakes. Run it through an online checker like Grammarly, but also get a fresh set of eyes on it.
Getting someone else to look at it will give you a new perspective and possibly point out things you missed.
Writing a Press Release in 2019
After reading this article, you shouldn’t feel intimidated by the idea of writing a press release. It’s neither hard nor tedious for the amount of payoff it can create if it’s picked up.
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