6 Basic Tips To Improve and Fire Up Your Press Release

5 mins read

When it comes to writing press releases, your main goal is getting more people to read them. That’s why a news hook is a key point on its building. It can be any report about future events or accomplished facts.

A news hook should provide information, for example, about your business achievement or new product’s launch. In other words, any news that can be potentially interesting both for editors and your targeted audience.

A well-composed news release is a great PR, marketing, and SEO tool which will not only spread your news but also bring great results for your business, such as enhance your web visibility and boost online traffic. If you’re not already using this great media instrument, we have prepared some useful tips to easily get started and write a news release:

1. Keep your eye out for the structure. Try to keep the logical structure of your news release to guard against mistakes that can destroy the whole presentation. We have pointed out the foundational parts of a press release:

  • Headline;
  • Lead;
  • Body text (which may include theses, quotes);
  • Company’s background;
  • Contact information.

2. Headline — well begun is half done. No doubt, an eye-catching headline is really important for any press release. Even if you get unusual and unexpected news about your company, but the title is written in a meager and boring style — don’t even expect to get a desirable effect. The pitch has to be so good, to make journalists unable to say “no”. That’s why composing the right title is a pretty time-consuming process that requires maximum creativity and concentration, but it’s worth it. The important thing to remember: it’s more appropriate to compose the text first and once you have a draft in front of you may add a newsworthy headline.

3. Lead. It’s quite an essential element of any press release which usually explains the entire story in one brief paragraph. It should answer the following questions for identifying the main facts: who, what, why, when, where? A lead has the most important lines from the whole press release which can attract journalists to use and share your material. Or not. It depends on you. So get right to the point in the first paragraph and the result is guaranteed.

4. Body text — keep it short. To be honest, a very small amount of people read the body of the text. Still, reporters who are interested in your news, need to get basic information in an engaging manner. That’s why keep the main text brief and concise, visually dividing it into a few paragraphs. Follow the inverted pyramid rule: most newsworthy info should come first, then important details can be listed and the last place should be given to other general info (in case an editor will cut your text). Some statistics, numbers, and experts’ quotes are always welcome. Additional photos that are relative to the subject, can be also very helpful. But remember, less is more when we deal with a press release. To get to know more detailed information about the rules, we suggest you look through the press release requirements which help you to create a purposeful publication.

5. Keep your targets in mind. Focus on facts and avoid the style of an advertising appeal. It is a press release, not a promotional banner. One more piece of advice: you may think that the press release day isn’t too critical, indeed this is very important. According to the statistics, press releases distributed on Mondays and Fridays are more likely to fail to compare to the ones sent out on Tuesdays-Thursdays.

6. Contact Info. Also don’t leave behind your contact information to make spokespeople reachable for journalists. We hope that all the above-mentioned suggestions will be helpful for you. Put these tips into practice and you will notice how they can advance and speed up your workflow.

Alexander Storozhuk

Founder & Board Member at PRNEWS.IO, content marketing platform helping brands be mentioned in online media. Official Member at Forbes Business Council

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