Some stories need to be told and when you’re the one to tell them, it requires more than just a honed set of journalism skills. The press release can be one of the best ways to reach an audience with your message but effective PR requires a platform to bring visibility to any story or cause. Unfortunately, very few people truly know how to utilize the power of the press release.
What is a press release?
Simply stated, a press release is a concise written communication that briefly illustrates the most significant information about a legal proceeding or other newsworthy circumstance. Typically, PR will be associated with businesses and corporations or other organizations who then broadcast to the general media through various channels.
When breaking some of the best press releases down to the most fundamental elements, we find the two most important criteria are:
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- Interesting content for readers
- Beneficial to a specific community or cause
Consider sending to media outlets that may want to offer your press release to their readers. It’s possible that with the right substance, your story may attract the attention of known bloggers, and other social media figures with modest readerships to promote your article across the Twitter sphere.
Timing Matters
Press releases can be made available for either timed distribution in order to maximize visibility in support of a pre-scheduled event or made available for immediate distribution as in the case of a breaking court decision or other matter of public interest.
In order to gain the most coverage as possible, a pre-scheduled release gives you the ability to distribute to a potentially larger audience. By working with credible media outlets well in advance of and event, you’re giving them the opportunity to share in a sub-distribution which helps improve their own internal share strategy.
Regardless of whether your press release is set for immediate release or scheduled in advance, consider the timing that helps to maximize the impact of the story. Yesterday’s news isn’t always what readers want, although in some cases, it’s still better late than never.
Press Release Writing Points
Press releases should ideally name the city of origin for the story as well as include a current date. Try to hook readers with a meaningful headline. Writing in the third person is standard in addition to the sharing of impactful information as it may be seen from another person’s view point.
If a story doesn’t grab eyeballs, make several draft attempts until it reads like a something that will. Add details for relevant clarity that help to personalize the information for the target audience while maintaining integrity to the story.
It’s important not to fabricate or case build in order to generate interest but careful wording can evoke a deeper connection with readers. Drawing attention by connecting the story to a key trend can often be a good strategy.
Try to avoid stale or excessively monotone speech since you have a very short window of opportunity to interest people with the current news cycle being so short. Ask yourself, “Why would someone read this?”
Sometimes a press release can in fact be regurgitation of facts but try to engage readers any way. Press releases can sometimes benefit from quotes or other quips from the people tied to the story. Sometimes it helps to quote historical figures to make point. For example . . (courtesy of John Heywood)
Rome Wasn’t built in a day
It’s common for quotes in press releases to be reductions or adaptations of what people may have literally said in order to idealize the original version of the statement. Sometimes this helps with the effect and sometimes it simply improves the impact through brevity.
In summary, keep it simple, make the point but stay true to the essence of the story. There’s no shortage of blather across the internet and our news and information is best served with authenticity.