The press release remains an essential tool for effectively sharing company news with the broadest possible audience, and yet the opportunity to drive news with it is often squandered through poor writing and a lack of care.
Crafting a killer press release that raises eyebrows and turns heads is a combination of art and science. Following a few time-tested recommendations can transform your writing from newswire clutter to newsworthy content.
Know your strategy.
PR pros often write several press releases per week without thinking about basic strategy. Who is the audience? Why does the news matter? What is the best way to provoke a response? What’s your goal in announcing the news?
The answers can differ greatly from one announcement to the next, even for a client in a narrow industry. Anticipate the questions the reporter might ask. Answer these questions in your press release, and you’ll be off to a great start.
Reserve headlines for news.
The press release headline may be the only thing anybody sees. It’s incumbent upon PR pros to identify the news angle that most effectively explains the news and resonates with the audience. Make the headline compelling. Draw readers in. Make them want more.