Blog

Efficient Press Release: The Chef’s Recipe

Imagine that our PR kitchen has turned into a real kitchen where we’re to cook a dainty dish called “Press Release.” If we select the right ingredients and stick to the recipe, the dish will appeal to the taste of a professional taster — the journalist. And finally, the journalist will treat the readers — your potential target audience — with it.

Getting the Ingredients

  1. News hook. Take a fresh event or news about a company. News or events that happened a month ago are considered stale and will only spoil your dish.
  2. Socially important, topical issues that conform to the news hook.
  3. A few pages about the company and opinions from its representatives about the recent events.
  4. Phone number, email and website address where users can get more detailed info.

Directions

Focus on the title. Scrape off the scales, and choose 3 or 4 words that answer the question “What happened?” Creating a title in the mold of “ Has Created a Brand New ” is always a good choice.

In case you’re not a product company, you can inform users about sales or various promotions, using a format similar to this: “Company Name A reduces prices for the Product Title B.” If you think this is too simple, keep in mind that a news hook is only a base for the press release — it will be stuffed with more interesting things.

Step 1. Title

The title of a press release describes a news hook in relation to a noteworthy event. If you have any issues finding a newsworthy event in your company, use the table which shows standard news hooks and events that can be related to them.

Table for relating the news hook and noteworthy events. √ — can be combined, × — better to avoid

A new product release can be easily related to a national holiday or economic situation. Staff changes can be related to domestic economy changes and a need for a company to reformat itself. Website redesign and company branding can also be related to a popular event, such as a holiday or some kind of opening.

A news hook in relation to an event can look like this:

      Adidas Redesigned Its Website Before the Football World Championship

      McDonald’s Announces McPrincess Week in Honor of the Newborn British Princess

      Lukoil Reaction to Crisis: Management Staff Changes

Step 2. Lead

The first paragraph of a press release — the lead — is aimed to explain news hook references to readers. Thus, experts might be aware how Lukoil, one of Russia’s largest oil companies, and a given crisis are related, but there will be other readers who might require explanation. As for the McPrincess announcement, the relations, in this case, are emotional and need no explanations.

Step 3. Text

Here we can use all the data we have collected previously. Present the news in detail and add expert opinions about the event.

Place the most important information at the beginning of the text. Write from a third person perspective, and don’t use beautiful words that are meaningless. Only use facts in order of importance.

The most important things — up, details — down

Step 4. Background Info

The press release format doesn’t require you to consider the situation from different perspectives. However, you will ease the journalistic work significantly and attract readers’ attention if you add information about the company and other organizations that are related to the event.

Thus, for example, in preparing a press release about changes in upper management, it’s good to add the bio of a new manager or CEO and the circumstances that forced him or her to leave their previous post. Connecting the news hook to the release of a new iPhone, you should add the info about the device. Changes in law that affected the changes in management will also attract readers.

Step 5. Contacts

If a press release attracts attention, journalists may need more information regarding it. Add the contact information for a contact person or company manager, such as phone number and email address, below the text. You can also add a physical address and a website link if you like.

Combining all the ingredients in the order stated above, you will get a fresh, easily-digestible press release. Due to the relation of your news hook to a notable event, your press release won’t be dry. The information guidelines above will save you from having your text filled with unnecessary fluff.

Subscribe to our newsletter

Follow us in social networks


Tips

If you are a business entrepreneur thinking about starting your own company, there are tools at your disposal that will save you money. All you need to do is utilize the internet and understand simple concepts. Unfortunately not everyone has the time or patience to do everything themselves, but there may be one or two things you can do by yourself which will save you money allowing you the opportunity to put cash away for ventures that do matter. Here are some free start-up business tools you may find useful.

Tips

As an aspiring entrepreneur, you understand the real potential of money, and you’ll be more conscious about handling it. When you’re able to save up a considerable amount or have a bank loan approved, you know that it’s wise to invest it instead of spending it all on a shopping spree. Putting up a small business should be a good start.

Tips

Most businesses or personal brands have their own websites out there in the world wide web. It is the best way to represent and promote yourself or your company today as there are more than 3 billion active internet users and they are available to reach. But having a website made is just the beginning of your digital journey. In order to make the most out of your web page, it must have some traffic coming into it and to achieve that you have to promote your site. One of the most efficient ways to do it is through Google. It is the most visited website on the internet which processes an overwhelming 3.5 billion searches every day.