A press release can be a powerful marketing tool when used correctly, but writing an effective one takes some finesse and willingness to embrace the idea that less is more. Here’s how to make sure yours will make an impact:
What is a Press Release?
A press release is used to inform journalists and industry insiders about something your company is doing. Press releases shouldn’t be sent for minor announcements or non-important happenings; rather, they should be limited to events that are truly newsworthy. Doing this ups the odds that the media will bite, featuring your business in an upcoming broadcast, article, blog, or other publication.
While most press releases are used to share company accolades, merges, services, or products, they may also be used to defuse controversy or damage to the company’s reputation.
How are Press Releases Formatted?
Press releases, in general, don’t allow much space for deviation. Instead, they follow a structure with the most important information on the top (including the who, what, when, why, and how). This is followed by details, supporting info, and relevant quotes. The last part of a press release is used to discuss your company as a whole.
What Makes an Effective Press Release?
While press releases follow a pattern, that doesn’t mean they need to be boring. Journalists get hundreds of press releases in their email inboxes each week. So, if you want to stand out from all the others, your release must be exciting and offer something valuable to the media or the community at large.
At the same time, effective press releases must lay out all the need-to-know information as quickly as possible in an easy-to-digest manner. Due to the typical journalist’s workload, most will skim releases to see if anything piques their interest and only act if it does. A couple of poignant paragraphs tend to suffice. Like in so much of marketing, a good rule of thumb is to keep things short and sweet. Need some guidance on press releases or anything else? Give us a shout and we’ll be happy to help.