Knowing how to create the right press release is a valued ability for a marketer. Press Releases need you to be succinct and clear, and that’s why many marketers think that it is not an easy task to write effective press releases.
As more and more companies turn into publishers through their blogs and Social Media, Marketing and Journalism have started to somewhat overlap. Content Marketers do activities that are similar to journalists, and in some cases are exactly the same as those done by journalists. This is because, Public Relations have become an important part of Digital Content Strategies today.
From on ground reporting about events, to creating articles on industry insights and trends, marketers are now trying to fit into the shoes of journalists as well. Have you heard about the video marketing trend where marketers are the presenters?
Well, YouTube is filled with such examples.
What is a Press Release?
A press release is a formal announcement made by a company that contains the most pivotal information about its business development. Its goal is to compile all significant information from the activity at one place. This is done in order to spread a positive emotion about the company among the public at large.
A well-written press release may attract crucial media attention while also allowing the company to mould the story as they see fit. That means that sometimes even an unfortunate event can be reshaped into a positive one.
Let me give you an example: A company loses its CEO due to a conflict with the board, and they now hire a new CEO. And the joining of the new CEO is hailed as being a great step into the future in all the company’s communication and all the crisis is managed through manipulation. The squat, and the old CEO are just kept out of the news.
Not only that, properly sent out and featured press releases can also help in getting more traffic and organic leads.
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Why is Writing a Press Release Hard?
Press Releases have their own set of formatting guidelines, vocabulary, and target audience. They may intrigue some writers, but that’s actually the beauty of this medium. While writing a Press Release, after you’ve mastered the fundamentals, you’re free to get creative.
Another issue about the Press Release that makes it fairly hard to write is the creativity they need. Journalists won’t pick up just anything and publish it. They need newsworthy content. And if you are a smaller company, finding anything newsworthy is difficult.
So, you have to learn the art of newsjacking and think like a News Editor. That may require you to sift through newspapers and magazines every single day in order to get a topic to talk about.
There are some Press Release writing tips that will definitely help you as we will discuss further. And a continous amalgam of mastering the fundamentals and a few creative tips will help you to write all what makes a good press release.
Why Invest in Public Relations?
Healthy Public Relations always work in the favour of a brand. Majorly because it is a third party, often deemed as someone honest and trustworthy, that talks about your brand. People take the information at face value.
And today, managing your Public Relations online can be a strong weapon as a majority of the global population prefers to acquire their news online. This has become almost like a routine both in the developed and the developing world. So, even in the digital world, press releases have their own charm.
Types of Press Releases
Knowing how to play your PR cards correctly can help you gain the attention of journalists, the media, and, ultimately, your clients and customers. A news release helps you tell your story the way you want it to be told, whether it’s about a new product line, a company event, or a new award you’ve received.
Here are the most ideal situations at your company, which can be perfect for dishing out Press Releases:
1. Product Launches and Updates
Selling a new product necessitates the skillful management of a slew of objections. We also know that the “first and last” effect is one of the most important brain triggers, therefore a product launch press release (which would be the first message in the campaign) should be an important part of your strategy. Talk about your products before anyone else decides to tell your story.
Check the example in the picture:
Analysis of the Press Release
- The vibrant pictures at the top of the page are the first thing you notice about this news release. If you’re a journalist experienced with social media stories, you’ll understand what the announcement is about right away.
- It’s also an unusual choice to put a long quote in the midst of the tale, but it fits with the theme — which is about a new-age feature (stories) arriving on a mobile investment platform. This is not a common occurrence.
- The comment, which comes directly from the founder, goes into great detail about the decision. The unique layout is a subtle way of moulding the tale to serve the company’s objectives.
2. Events Related to the Company or the Industry
It makes no difference whether your function is open to the public or not. You need to talk about the events that your company organizes or is part of. People are interested in knowing about things happening around them. Perhaps due to the ‘curious cat’ nature that we all have.
A side tip while writing press releases about events is:
- If it’s closed, your first priority should be to notify the public about the situation and what you plan to do about it (e.g. fundraiser events, political assemblies, etc).
- If your event is open to the public (such as a grand opening, exhibition, or family event), your primary goal is to attract as many people as possible.
“The art itself is the most appealing aspect of an art show.”
3. Branding Changes that Create a New Outlook
When your firm undergoes a significant transition, a press release is a smart way to start telling the public. A rebranding effort or the introduction of a new collaboration agreement could be the two most noticeable branding improvements.
The first thing people will want to know when you announce a rebranding effort is what it looks like currently. So, you can always talk about what you are leaving, and what you’re adopting. They do an excellent job of describing why the change was made, and then go over each of the rebranding pieces one by one, with explanations for each.
This will help you to fetch a change of emotions about your brand.
4. Leadership Changes
A change in leadership is akin to a change in branding. When a company’s CEO changes, new decisions concerning the organization’s direction are likely to follow. Journalists and some consumers are interested in learning more about this accomplishment.
When you hear of a change in top-level management, you’ll want to put a face to the name as soon as possible. If the previous leader is departing on good terms, they will include an outgoing quote from them that promotes the leadership shift.
5. Award Announcements
A new communication opportunity arises when a company is recognised for something it has been able to achieve. The most crucial thing to include in an award announcement news release is a description of how the award will affect the end user.
When a company secures an award, it sends a silent message to the public that it is a reliable brand. For those who are ready to convert, this could be the tipping point.
6. Company’s Breaking News
In times like this, when COVID-19 has impacted practically every industry on the planet, breaking-news press releases are released every other day. It’s best to be prepared ahead of time in case an urgent situation needs to be communicated as soon as possible.
12 Press Release Best Practices that Create an Impact
On the digital communications platforms, information flows very quickly and in too many ways. Content Marketers need to rely on the tried and tested method of preparing enticing press releases to attract widespread interest in the media. But, you can’t just put out an announcement and wait for reporters to call you if you want to get earned publicity for your brand.
Traditional press releases sent by news outlets may be relegated to the compost bin due to the abundance of content available nowadays. How can a public relations professional write a press release that accomplishes its goals?
Here is what I think needs to be done to write the perfect Press Release:
1. Enable Two-Way Conversations
Building trusted connections with reporters and enabling two-way interactions where you can feed them updates on a regular basis and they know when to engage you for views on a specific topic they’re working on should be the focus of press relations. For communicating milestones and material updates, press releases should be employed.
2. Emphasize The ‘So What’ Factor
Company announcements and product launches are inundating reporters. To make your announcement stand out, start with the “so what” factor: the importance of your news.
What is the significance of this announcement right now?
What effect does this have on the industry?
It’s critical to think carefully about who you want to reach out to with the news. To achieve your objectives, you must personalise your material to the newspapers and journalists you intend to target.
3. Customize Your Approach
There is no such thing as a one-size-fits-all PR strategy in today’s digital-first, social-savvy world. Every launch strategy must be fine-tuned and tailored to the story you want to tell. While press releases can assist in describing the overarching story a company wants to tell, public relations professionals must keep in mind that different sound bites will resonate with different outlets.
4. Share Real Stories Of Real People
Marketers should focus on providing real-life tales about real individuals and businesses that validate or reinforce the underlying press release’s principles and key outcomes. Is it time to announce a new product?
Instead of pitching the product, focus on the customer’s experience and how it has impacted their lives. Is it time to announce some new research? Pitch the results and how they will affect how businesses and people work.
5. Get To The Point Quickly
In your copywriting, get to the point fast and succinctly. People nowadays don’t read; they scan, therefore your essential points should be easily accessible and pique the interest of the people you’re trying to reach.
You’ll stand out and be noticed if you use enticing headlines and aggressive copy. To eliminate any guesswork, pair this with quality photographs that clearly indicate what the bulk of your post is about.
6. Present The Most Critical Information Up Front
With so many releases being sent out every day, it’s helpful to put the most important material first. The greatest method to evaluate interest and encourage engagement is to present crucial facts early on.
Reporters should be able to understand the core point you’re conveying just by reading the first paragraph, allowing them to quickly determine whether the content is appropriate for their audience.
7. Include And Refer To Multimedia Assets
Include and allude to graphic and captivating multimedia materials in your press release to capture journalists’ attention and reach a wider audience. When it comes to covering the storey or event, any outstanding data, new research, or expert quotations in the press release might help reporters get a better idea of its effect and reach.
8. Avoid The Fluff And Share It Strategically
No writer — or stakeholder — wants to read extensive press releases with irrelevant data and ambiguous quotes. Keep press releases short and sweet, and stick to the facts. You may cut through the noise even further by strategically sharing your news with reporters who cover the type of information you’re delivering. This strategy may result in a feature piece rather than just a mention.
9. Build Relationships With Key Journalists
I believe that building relationships with prominent journalists who can report on their companies is a better strategy for PR professionals.
It’s not a strategy to write a press release and hope it gets picked up. In addition to relationships with journalists, PR professionals must leverage the resources at their disposal to improve awareness, such as Twitter, YouTube, Facebook, and TikTok.
10. Release The News Yourself
If you don’t have time for a formal announcement, you can make your own. Produce social posts and e-blasts that guide your stakeholders and customers to the primary hub where you’ll house the longer-form narrative (e.g., your blog or corporate website), then create social posts and e-blasts that point them to this digital location. Using press outlets’ specific hashtags and tagging them on social media is a quick approach to gain their attention.
11. Create A 360-Degree Approach
A press release is just a method for ensuring that the information you wish to communicate is accurate and available. You may gain press placements through your connections, but in today’s world, you need to think broader to create a splash. Create a 360-degree strategy that encompasses social media, paid advertising, influencers, affiliate marketing, and other tactics. If writers see your news all over the place, they’ll want to be a part of it.
12. Insert Your Story Into Thematic News Cycles
Begin with the press angle. Using press releases to brag about a company’s accomplishments is the cardinal sin in public relations. No one cares in today’s fast-paced society; nonetheless, news cycles do have thematic connections. As a public relations professional, your goal is to carefully and authentically weave your company’s storey into those themes. If you do that, you’ll be covered.
Get Started With Writing
Now with the fundamentals in place, and with 12 most important press release weiting tips in place, I am sure writing exciting press news releases will be easy for you.
But in case you don’t, just hop onto a call with us at Missive Digital. We are specialists in all forms of Content Services including Writing and Ghostwriting and will surely serve you well. We have 10+ years of experience in offering SEO Services, Social Media Marketing and E-Mail Marketing Services as well.
