4 keys to craft a press release that spurs action

Converting casual interest in your company to a visit to your website and, ultimately, a purchase takes some doing, but with these steps, you can parlay a simple news update into revenue.

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It can help you convert passive interest to action.

Here are four keys to writing a press release that converts:

1. Identify a clear and interesting news announcement.

What has your company achieved recently? What new products or services are you offering? How have you been recognized as an industry leader? These questions can guide the direction of your release.

If the specific news announcement is difficult to nail down, then start with the basics:

Your news announcement is that it is not just about you or your brand. Your audience must understand right away why your news is important to them, so write your release accordingly.

2. Use multimedia assets to engage your audience.

In 2016, HubSpot reported that 43 percent of readers skim online content. That means two in five readers might not read your press release in full. To keep them engaged, take a multimedia approach.

Multimedia can come in a wide range of formats:

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