The release of a press release is a fantastic opportunity to garner publicity for your business. Though most journalists use press releases to source for news, making yourself stand out in the current digital world can be a challenge.
Certain news outlets have hundreds of press releases per day, so it shouldn’t come as a surprise that 70 percent of journalists are less than a few minutes reading every one.
There’s no time to create a lasting impression and secure that desired publicity for your company. Making the effort to ensure that your press release is an absolute success before sending it out could be the key to success.
What are the qualities of a good press release?
1. Your content is truely relevant and timely.
This is the first major test: Is your subject in your news release relevant? Does it matter to journalists, and the larger audience they serve pay attention to?
In many ways, journalists serve as gatekeepers for news. In this way, Remy Ludo Gieling who is editor-in-chief of Dutch electronic online publications Sprout as well as MT, explains: “We’re quite niche, therefore we have a precise editorial policy that a story can only be relevant if entrepreneurs are able to benefit from it. It must be true stories with real life experiences, not just a few dollars worth of newsor concepts . . . What many people don’t realize that something they work all day, every day out, may not be the same to everyone else than it is to them. Even if something is important to their business doesn’t mean it has any value for other people.”
There are many elements that affect whether the press release is relevant, such as the timeframe and how big the organization and the impact that the event can impact the market as in general. When you write your announcement, be sure it meets the requirements of newsworthy..
2. Subheadings and headlines tell the story
When you examine some examples of press release, a consistent theme is apparent in a world in which journalists are constantly short of time, headlines and subheads perform a lot of the heavy lifting when it comes to encouraging editors to read.
The headline of a press release shouldn’t just be a simple description of what’s happened to your business. The use of relevant adjectives and concise information that provide some information about why your story is important can do a better job of attracting the attention of journalists more than a dull, formal headline.
For instance, if your business just conducted a major survey in the industry The headline should provide insight into what the survey found out. “[Company’s] Survey Reveals Most Customers Prefer Short-Form Video Content” is significantly more engaging in comparison to “[Company] Releases Survey Results On Video Content Preferences.”
Subheads are where you extend on the claim of the headline. It might include specific statistics from your research or information of an award that was won by someone in your organization. It is the place where journalists will determine if the rest of your article is worthy of their time.
3. It includes the 5 Ws
After you’ve found an editor with a captivating headline and subhead then the rest of the press release has to meet the expectations of those who read it. Based on the news source that you’re targeting The publication might prefer to publish press releases completely on its website, or use the information in the release to create its own piece.
Therefore, the first task is to ensure that the initial sentence of the press release includes the five Ws (who is who, what, where and when) in addition to”how. “how.” Also, make sure you include your company’s name. In this way even if a person only glances at only the initial paragraph of your press release, most crucial information is still being provided.
The remainder of the body copy is used to expand on the information provided in the initial paragraph. These could be stats or other data that offer additional information about the newsworthy topics you cover. In the same way, any interview statements that you use from your company leaders should have value. Don’t fill your page with boring excessively promotional talks!
A common sense rule of thumb is to use an “inverted pyramid” style of news writing within an average of four or five paragraphs in a press release. This signifies that most crucial information is placed at the start of the release. The material that is at the bottom of the publication is still relevant but isn’t as crucial when a journalist decides to end reading earlier.
4. Content is relevant to the intended audience
The last piece to ensure the press release is an absolute success is to target the intended audience of the journalist you’re sending it to.
It’s one thing to have your announcement to appear considered newsworthy. But if you’re trying to share your findings from your research of consumer habits in lawn care likely not to garner much attention trying to pitch an social media marketing news website.
However good your press release might be Sending it out to an individual journalist that would consider it to be insignificant is a waste of time. Be sure to do your homework by studying the media and journalists that will find your message appealing and worthwhile for their particular readers. Correct targeting coupled with a interesting story could help make up for less than perfect writing.
Knowing your target audience beforehand can assist you in deciding the most important details to include in your press release. The way you communicate with shareholders will likely be different than how you address your general audience. Make adjustments to your language according to your target audience to enhance your impact.
Create an official press release that functions
Even when you have a properly-written press release, it’s not a guarantee that every publication that you send out a pitch to will publish your story. But, by following these important guidelines and avoiding the most common mistakes in press releases and mistakes, you can be sure that your press release will have the best chance of being noticed in the journalist’s inbox.
If you distribute press releases that satisfy these requirements journalists will begin to notice and the amount of publicity you receive for your business will grow in line with the frequency.