Stop writing press releases. Write stories. Unless you are specifically writing an announcement for a business newspaper, no one wants to read a boring press release. Find something in your news that makes it an interesting story to read, and focus on that. If your goal is to get the news TO the event, don't write a release, write an advisory with the important details that would help a reporter craft their own story. If what you send is interesting--and the right content for the right source--it will often get picked up and printed.
My advice for writing press releases is to always write with a newsworthy angle. Make sure that your press release addresses a timely topic relevant to the target audience and aligns with the interests of journalists and their readership, preferably, on something they have not covered yet. Presenting a certain angle that falls in an area of their interest will make your press release more appealing and will increase the likelihood of media attention and coverage for your release.
Crafting press releases that consistently catch the attention of news outlets requires a keen focus on storytelling. Ensure your release presents a compelling narrative angle that resonates with journalists and their audiences. Additionally, keep it concise and to the point, highlighting the most newsworthy aspects of your announcement. Tailor your release to suit the preferences and interests of the specific media outlets you're targeting. Providing valuable insights, data, or quotes can further enhance your chances of securing coverage.
As a Copywriter for BetterVet, a mobile veterinary company, I'm happy to share some tips for improving the success of press releases. By following these three steps, I have leveraged press releases to drive brand awareness and interest in our services. First, start by grabbing attention with a clear, concise headline that highlights the newsworthy angle. Remember – you only have a few seconds to pique interest. Next, include relevant statistics or other data to support and add value to your story. Lastly, make the information easy to share. Include concise but impactful soundbites and quotes from stakeholders that make it simple for others to share.
The two biggest keys to getting your press release picked up by news outlets are 1. Content relevancy; and 2. Personalizing your press release materials to make it as easy as possible for the journalist to publish your story. While the first key is pretty self-explanatory - providing relevant content to those people looking for related content - the second key is even more important based on my experiences as both a trade journalist and as a PR professional (my current role). When I say personalizing your press release materials, all it takes is a little bit of light research. First, find out what the usual word count and format is for press releases/articles on your target media outlets. Also, if you have photos available, check out the usual photo specs that those media outlets use and resize your photos accordingly (the same goes for videos, whether they are accepted from YouTube or embedded directly). Once you have everything together based on their content guidelines and specifications, you can then proceed with a personalized pitch to them and include a note about the enclosed materials being tailored to meet their needs. At the very least, it shows you've gone above and beyond to help make their jobs easier. Even if they don't pick up that particular press release, they will certainly remember your efforts and keep you in mind for future relevant media opportunities.
A crucial piece of advice for writing effective press releases is to steer clear of sounding too promotional. Remember, the goal is to inform and intrigue, not to sell. Treat your press release like an appetizer, offering just enough to whet the appetite of news outlets without overwhelming them with sales jargon. By focusing on the newsworthy aspects of your announcement, you can ensure your press release captures attention and encourages further coverage.
Craft a headline that screams "news, not noise." Journalists are bombarded with pitches, so make yours stand out with a specific, impactful headline that avoids industry jargon. Think intrigue, not information overload. Imagine it as a mini-billboard that compels them to dive deeper. Don't be afraid to use strong verbs and quantify your news whenever possible. Note that this is your first impression, so give them a reason to care before they hit next.
As a tech CEO, my press release mantra is 'Be the answer'. Every solid press release should resolve a burning question in the reader’s mind. This isn't just about making your company the protagonist, but also being a solution-provider to the world. Use data-driven results to speak your brand's impact and present your story as a game-changer that journalists seek out to makes their headlines relatable, useful, and most importantly, newsworthy.
Keeping it short and sweet is key to crafting a press release that really pops. Today's audience has a short attention span, and the person reading your release is especially tired -- chances are, they're an intern who has seen dozens of similar pitches today. So skip the long introduction and get straight to the point. If you must provide some context or framing, rework the background story until it fits in one or two lines. This isn't the time for long-winded narratives about the company's mission, ethos, or launch. Instead, offer a link at the bottom of your email that provides more information. You'd be surprised how many media companies are only looking for a short blurb; the ones that want a longer story can click through of their own volition. Rob Reeves CEO & President, Redfish Technology https://www.redfishtech.com/fintech-recruiting/
My advice for writing press releases is to always write with a newsworthy angle. Make sure that your press release addresses a timely topic relevant to the target audience and aligns with the interests of journalists and their readership, preferably, on something they have not covered yet. Presenting a certain angle that falls in an area of their interest will make your press release more appealing and will increase the likelihood of media attention and coverage for your release.
My key piece of advice is to prioritize newsworthiness and conciseness. In one instance, we had a major announcement that initially got lost in a verbose release. By refocusing on the core, newsworthy element and cutting down on extraneous details, we saw a significant increase in pickup by news outlets. Journalists are inundated with information, so a press release that immediately highlights its relevance and significance, while being succinct, stands a much better chance of capturing their attention and being disseminated to a wider audience.
One piece of advice for writing press releases that get picked up by news outlets is to lead with a compelling, newsworthy angle that directly connects to current trends or events. This approach grabs the attention of journalists looking for timely and relevant stories to share with their audience, increasing the chances of your release getting picked up.