How to write an effective Press Release
If you’re looking to get media coverage for your small business, then writing an effective press release is an essential skill. Press Releases are used as formal announcements regarding something new or significant about a company, business, or event.
Press Releases are also an integral part of your brand’s public relations management. At Blue Whale Media, we have a group of content writers who have shared their knowledge on writing Press Releases.
It doesn’t have to be daunting, our expert team have put some tips together of how you can write a press release effectively:
Make sure your story is newsworthy
Before writing a press release, you need to think about the things you like to read. Most of us are generally interested in something we haven’t heard before or found surprising. So before writing your press release, it’s worth asking yourself these questions:
- Is there anything “new” in the story?
- Is there anything unusual or unexpected about it?
- Would this be of interest to anyone outside the business?
- Will anyone care?
The last one sounds harsh but is probably the most important. You might be excited about news from your company, but will anyone else be interested? If the answer is “no,” hold off until you have something more ‘newsy’ to write about.
Write killer headlines
It’s a good idea to label emails containing press releases with the phrase “press release.” It’s best not to be clever with headlines; people using the press release will only spend a short while deciding if it is interesting. If they don’t see something ‘newsworthy’ or understand what the story is about, they’ll move on.
A killer headline is the one thing besides images that will catch people’s eyes when reading about a story.
Summarise the story in the opening paragraph
An opening paragraph complements a headline by giving a fuller explanation of what the story is about.
You need to get all the key information without saying too much too soon; it can be a tricky skill. A good opening paragraph should stand alone; think of it almost like a radio news bulletin. Using the five ‘W’s’ will help you to summarise your story quickly.
Remember the Five Ws
An effective press release needs to answer the what, when, who, where, and why.
Each press release must include this information; without it, the reader will hit delete.
Also, add the “H”—how is something happening? Because this is essential to writing good press releases. It answers any unknown facts within the story and enhances the newsworthiness because it might well include a human factor.
Writing press releases for different audiences
The most important thing to think about when writing a press release is the target audience. You should write different versions of your release for the different audiences you are targeting. You should consider what knowledge they already have about your company and the type of language they will understand. This essential in any piece of writing; you must consider your audience.
Include a quote
People like reading about other people, so you should consider including a quote within your press release. It needs to be connected to the story, but it could be from anyone who works at the company or even people involved with whatever is going on. Make sure you read the quote aloud and it should sound like something a real person would say. Also, don’t make the quotes too long and break them up using the most important information.
How long should a press release be?
The answer is, a few paragraphs, that’s all you need to get your points across. Avoid waffle and lengthy explanation because people will get bored of reading. Ask yourself, can the story can be understood in its entirety just by reading the first paragraph? If not, it’s too long-winded.
Writing an effective press release will help you develop your brand and communicate effectively with audiences.
If you need help writing press releases, why not contact Blue Whale Media today?