In the fast-paced world of digital media, standing out is crucial. You need a strategy to ensure your brand gets noticed and talked about. That’s where a well-crafted press release comes in. It’s a powerful tool to share your brand’s story, gain media coverage, and boost visibility.
But how do you write a press release that truly resonates? At Ninety Degrees PR Solutions, we help our clients craft effective press releases that capture media attention and drive results. We’ll guide you through the essential steps, from developing a captivating headline to delivering your key message with impact.
Press Release… For Who?
When writing a press release, it’s crucial to remember that your primary audience is not the general public – it’s the media. Your target audience is the media. Journalists, editors, bloggers, and other media professionals are the gatekeepers to a wider audience. They hold the power to amplify your message, share your story, and ultimately, help you reach your target market. This can dramatically increase your brand’s reach which translates to greater brand visibility and potential customer engagement.
Straight Up Facts!
Press releases must be straight to the point. The anchor of your write-up must be easily seen and should readily contain the basic 5Ws as follows:
- Who is this story about?
- What is happening?
- Where is it going?
- When will it occur?
- Why is it important?
While facts are crucial, a way to entice your media’s attention is to keep your story-angle relevant and to a certain point, still creative.
Pyramid… keep it going!
The inverted pyramid prioritizes the most important or critical information at the beginning, followed by supporting details in descending order of relevance.
The inverted pyramid style easily captures attention as your reader can quickly grasp the main news, increasing the chances that they will continue reading, especially the “busy” ones. It also accommodates skimming so that key points can easily be seen.
This structure also makes it easier for journalists to quickly identify the news angle and decide if it is relevant or not.
The lead paragraph should contain the most important pieces of information. Followed by the supporting details in subsequent paragraphs that elaborate on the lead which provides additional context. Towards the end, information that, while relevant, is not essential to understanding the core news may be added. This could be boilerplate information about the company or any less critical details.
Don’t forget to include your call to action at the last part and direct reference to the company.
TBH…
If trust is the building block of public relations, honesty is the foundation of media relations. Journalists crave press releases that deliver the facts, not sugar-coated marketing speak. While the goal of a press release is to highlight achievements and announcements, the most successful ones remain objective and informational. Always remember that journalists are inundated with PR pitches daily, so they’re far more likely to engage with a press release that offers genuine news value – something that is relevant to their audience.
Check for Oopsies!
Proofreading your press release is an absolutely crucial step that is usually overlooked. The importance of checking for any typos or grammatical errors cannot be overemphasized because this can hugely affect your brand’s credibility. A well-proofread press release reflects your company’s commitment to quality and attention to detail.
With these strategies in hand, you’ll never have to worry about captivating your target audience whatever the situation is!
Bonus tips: Here’s a little rundown of your press releases Dos and Don’ts as well as sample format when sending to your target media:
| DO ✅ | DON’T ❌ |
| Consider the proper length which should ideally be no more than 500 words | Tell a lengthy boring narrative |
| Be creative in your headline | Include “off the record” information |
| Be clear with your article’s objectives | Exclude your article’s relevance |
| Make sure to hit the right media for your article | Send error-stricken content |
| Consider visuals. You can never go wrong with visuals. | Use intrusive or unofficial mode of communication (email is still the way to go) |
How to send to your target media:
-Include a short cover letter.
-Ideally, copy-paste your press release on the email body.
-Ensure that attachments are not heavy and can easily be opened.
If hard copy, make sure that envelope/s is/are properly labeled.
Having a hard time in your press releases getting picked up by the media? Experienced PR firms like Ninety Degrees PR Solutions’ team of media veterans and communication professionals guarantee a well-crafted message that will surely get your message across! Contact us today to get started.
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