Press releases are essential elements of any communications strategy. These short, compelling documents detail product releases, event announcements and other newsworthy items, and should pique the interest of journalist.
Crafting a great press release is the first step in securing a magazine feature or television interview, and thus more visibility and customers. Journalists are flooded with potential stories on a daily basis. Making yours stand out is crucial. Follow these eight tips to make your press release accessible and attractive to the media:
1. Grab attention with your headline.
The beginning of a press release is the most important part. A strong headline pulls in journalists seeking good stories. Your headline should be as engaging as it is accurate.
2. Get to the point.
Reporters generally will only read the first sentence and then scan the rest. Get the message out quickly. All important points should be included in the first few sentences. The subsequent paragraphs are supporting information.
3. Include hard numbers.
Leave the creative narratives to the writers; pack your press release with hard facts and numbers that support the significance of your product or announcement.
4. Make it grammatically flawless.
Proofread your press release well before sending it out. Mistakes dissuade a reporter from taking you seriously.
5. Include quotes whenever possible.
A good quote from someone in the company gives a human element to the press release, as well as being a source of information in its own right.
6. Include contact information.
A common oversight that can render a press release ineffectual is a lack of contact information. Don’t forget to include an email address and phone number on the release for further information.
7. One page is best, two is maximum.
As with all good writing, shorter is usually better. Limit yourself to one page, though two is acceptable. This will force you to condense your information into a more readable document, something journalists are always looking for.
8. Provide access to information.
Provide relevant links to your company’s website, where writers can learn more about your mission and what you’ve already accomplished. Don’t make them search for information; rather guide them to it quickly.