Firstly, let’s talk about what a press release is and how it should be used. Press releases should be a key element of your public relations strategy and are a great way of keeping everyone up to date with your latest business developments and achievements.
These short but dynamic documents should aim to pique interest from journalists who are looking for compelling content. By creating great press releases you are making yourself and your business more visible to new customers and to press.
So, how do you create a compelling, interesting, ‘journalist hook’ press release? Well, here are some simple and effective tips and hints to get you started:
1. It’s all about the ‘title’
If you think about what makes you read a blog article, pick up a book or read a magazine article – it’s all in the headline.
2. Entice your audience with an informative first paragraph
Now you have your readers attention, don’t lose it. Think about what you want to get across in your first paragraph. It needs to communicate exactly what your press release is about. Assume that readers won’t read (they will but keep this as a thought when writing this paragraph to keep you focused). Get it snappy and informative.
3. Drop in facts, figures and quotes
You don’t want to make your press release sound like a sales pitch. Think about including genuine quotes from people or hard facts to back up the points you are making. It gives your document more kudos.
4. Keep it short and sweet – one page is maximum
Consider who might be reading your press release and where you want it to be seen. This will help you to establish how long it will need to be. Make it no longer than one page as a general rule.
5. Make sure it is grammatically correct
No-one likes to read anything with loads of typos! Make sure you proof read, get someone else to proof read, then proof read again…and then take a final look before you publish.
6. Include your contact details or website
You need to make sure there is a point of contact for your business. Not only does this mean journalists can easily contact you, it also means there is a call to action for potential customers too.