Why a press release is like a 60-second commercial

An attention-grabbing headline and tight script are key. Does your press release fall flat?

Ragan Insider Content

Let’s put aside the obvious reason—that it is selling something, and needs to do it effectively.

The reasons go deeper.

1. It has to start with a tight script. Most corporate press releases are a snore. It’s not just because of the story line: Company A acquires Company B, Company C launches new product. It’s because the writing is typically formulaic and dull, often flabby.

2. It has to grab people’s attention. It starts with the headline. In real estate terms, you have to have curb appeal, and the headline’s what’s going to do it for you. It’s similar to an effective tweet.

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