It’s essential to make sure whatever you’re linking to is legitimate, and not fake news. That way you will become more credible in the eyes of your audience. If you’re basing your press release on external sources, make sure to cite them. In this guide, read more about getting your press releases published. Don’t waste the journalist’s time-you have to pique their curiosity, not give them all the details at once. When writing this part make sure you follow the “miniskirt rule”, meaning your lead should be long enough to cover the essentials, but short enough to keep it interesting. That’s exactly where the impatient ones will find the answers to the most important questions, including the five W’s: what the news is about, who is involved, when and where it happened, and why it is important. The second most important part of writing a press release is to craft the lead. Lead: answer the five W’s briefly, but hold to your readers’ attention – Mehdi Hussen, Head of Marketing ZoomShift Avoid using clickbait in the headlines, you may lose trust among the journalists as well as will attract the wrong readers. Focus only on adding value, making it catchy, and creating a hook for your target audience. Humans have a shorter attention span than goldfish. Make it fresh, newsworthy, and interesting, as the whole decision-making process takes about 3 seconds. This way, it’s easier to read, it looks more appealing and as long as it’s no more than 110 characters-people might even tweet about it. It’s the first thing people will read and based on that, they will make their decision whether they want to read the whole thing or not. Headline: in order to have a fish you need to catch it firstįirst things first, your press release needs to have a catchy headline in order to be successful. ![]() Here’s what a press release should include: It also shows them that you’re a seasoned PR pro who knows the ins and outs of a press release, and signals that you’re likely easy to work with. In order to be able to write a winning press release, it’s also necessary to understand the press release structure.īy following a standard press release structure, you’re ensuring that a journalist knows how to find what they’re looking for in your release, and allowing them to quickly determine if they want to cover your announcement. This way, you’ll always pitch relevant journalists that are likely to be interested in your story. With PR tools like Prowly, you can not only access a Media Database with over a million contacts but also use smart recommendations based on the contents of your press releases. If you don’t do your research and target the wrong journalists, writing good press releases won’t get you anywhere. Keep in mind that you’re not only targeting potential readers, but also journalists. In fact, you should write different versions of your release for the different audiences you are targeting. Remember that the angle (a perspective that story will take, in other words) which will interest the readers of a specialist magazine will be very different from the local newspaper. How to write a press release step-by-stepīefore you get to the actual press release writing-the most important thing to start with is choosing the angle that matters for your target audience.
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