One of the most important parts of any PR effort is the press release. The press release alerts various media outlets of your company, product or event. The impact a good release can have is major, especially if the release is well-written. Do you want your press release to have a major impact? Try utilizing the following tips.
The headline should grab the attention of the reader- Your press release headline should capture a reader’s attention just like a catchy newspaper headline. The more creative and interesting the headline, the more likely the reader is to read it.
The lead sentence should be concise and answer the 5 W’s- A press release’s lead paragraph needs to sum up all the main points of the story as clearly as possible. The lead sentence should entice the reader and give them all the main information they need to know about the event or story. It should answer the 5 W’s: who, what, where, when and why.
Always abide by proper release format- Following proper format increases the chance that your press release gets read by newspaper reporters and editors. Proper format includes using white paper, black ink, double-spacing, and readable font (preferably Arial, Helvetica, or Times New Roman). Place the phrase “For Immediate Release” at the top of the page and three number signs at the end of the release signifying the end.
Get the facts straight- There is nothing worse than a release with the wrong information. Make sure to double-check your facts before sending a press release out to publications and the public.
Newsworthy- Want journalists to pick up your story? Then you have to think and write like a journalist. The less altering a journalist needs to do to your release, the better the chance you have at getting your release published.
Include quotes in your release for added credibility- Quotes, such as evidence or statistics from experts, gives stories credibility. Quotes from people directly connected to the story also help support a press release.
Keep it short and sweet- No need to get long-winded with your release, just keep it short and sweet. If you have good writing organizational skills, keeping it short should be easy. Journalists are more likely to read press releases that get straight to the point. Aim to make press releases 300 to 500 words.
Conduct follow-up calls- Conduct a series of follow-up calls to ensure your release has fallen into the right hands. Make sure the journalist you are calling has seen or read your release and be quick to jump in with facts if they have not read your press release or do not remember it. The goal is to keep them interested in your release and make sure you have new facts to provide.
For more tips and tricks on writing catchy press releases, contact us over at All Points PR.
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