A press release is the oldest form of media communication tool used by brands to announce new developments. Communicating effectively and getting noticed are the key purposes of a press release.
Many claim that press releases are dead and boring, but they are the most preferred mode of communication by brands to date. After all, the information can be tightly monitored and controlled.
Writing an effective press release is tricky. Therefore, this blog will take you through everything that you need to draft a press release.
When is a press release suggested?
Choosing to do a press release or suggesting a client to do one is key. A press release is the suggested mode of news dissemination when a brand aims to build brand loyalty with the media.
Brand building and credibility are two important aspects of a press release. Ultimately, they are instrumental in guaranteeing maximum coverage. Besides, issuing press releases in intervals ensure brand recall and helps in building the authority of your business within your industry.
Above all, press releases are often important marketing tools. And targeted press releases can generate social signals, drive shares, and direct organic traffic.
Find out below how to write an impactful release that drives the right brand messaging and gets you maximum media attention.
How to write an effective press release
The tenets of who, what, where, why, when, and how (the five Ws and 1H) are the basic questions that any press release needs to answer. Beyond that, a press release needs to have a good news value, state correct facts and figures, a structure to the communication, and holistic information the media will want to read.
Choose the right story peg
Based on our understanding of the target audience, we determine the peg and the narration of the story. In fact, the most important part is to understand the objective of the announcement. The angle that will interest the media will be different from sector to sector. Hence, one needs to be familiar with the trends of the sector and the unique sections that can be targeted to build an acumen for the news.
Crafting interesting headlines
A journalist needs to be interested in the subject of a release to make it successful. After all, he/she will want to read a release that has an interesting headline. In addition, a good headline should be short and easy to read. It should be fresh, newsworthy, and interesting, as journalists spend 3 seconds to decide whether they’re interested in carrying the news.
Structuring the lead paragraph
To craft a winning communication, structure is very important. By following a standard structure, you ensure that the journalist finds answers to what they are looking for before making the final decision. Remember, the lead paragraph is the most important part of the release. This is where all the key information is available.
A good introduction paragraph should capture all the newsworthy information. It should answer at least 5 Ws and 1 H questions. And should cover all essential information but keep it short enough to make it interesting. This will only help in piquing their curiosity and keep reading for more details.
Making it a holistic communication
It is important that a release have more detailed information about the announcement in the following paragraphs. This information should follow an industry trend, or results of a market survey/ study, or a step closer to achieving the company’s vision. Eventually, this will establish the brand’s credibility in the long run. Thus, gives the brand a personality that helps you readers and target media to associate with the brand.
Substantiate with data and industry insights
The beauty of your release lies in details. If you are quoting an external source, survey/study, mention the source. In fact, brief explanations often get reporters excited and they end up picking up the release.
Drafting a quote
Every press release needs to have a quote from the spokesperson who would own the conversation from the brand. This helps in establishing the second in line leadership of the brand and also focuses media attention on key leaders within different business areas.
The best quotes are those that capture the essence of a release and can be used in industry stories as is. Quotes make your text more interesting and readable. They bring an expert perspective to a story, making it diverse.
Writing an ending note
Your press release should accompany an ending note. The ending note of the release will determine your understanding of the sector/ company or the trend you are promoting. Put all remaining information here and close the release.
Add contact details
Don’t forget to leave contact details on the press release. A journalist might have more questions about the story. To seek these answers, one will reach out to you. If this part is missing, the chances of getting your release published are slim.
Add boilerplate
A boilerplate is crucial at the end of a press release. This section answers to the journalist all questions about the brand. If a journalist has read your release so far it is likely that they would want to know more about your company and business achievement.
Boilerplates give readers a quick overview of the company. Additional information about the company is available here. Make it fun and interesting for anyone to take notice of your brand and remember it.
Double-checking everything
Once you have all the information, read it over. Does it pique your interest as a reader? Will it resonate with the brand sentiment? Is it answering all the questions an external stakeholder might have? If the answer to these is Yes!, you have got an amazing release.
Targeting the right media
It is time to determine which reporters will be interested in covering the news based on its value and information. The key to getting this press release covered is to share it with reporters who find the information relevant.
Once you have selected the right target media list, you increase the chances of carrying a release. To know more, reach out to us at Wizikey.