Press release success: key tips and tricks
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15-06-2023
Press releases are an effective tool for gaining media coverage, but they require careful consideration of the end user and their needs to be successful. In this article you’ll discover key tips and tricks to press release success, learning how to create a media release that grabs attention and generates media coverage.
Reasons why a press release sometimes fails?
- Lack of meaning or relevance to the intended audience.
- Excessive self-congratulatory tone instead of offering valuable information.
- Poorly written content with grammatical errors and convoluted language.
- Inadequate distribution, not reaching the target media or intended audience.
- Lack of newsworthiness, failing to capture attention or interest.
Key tips for writing a successful press release
- Prioritise the end user and their needs.
- Provide meaningful and relevant content.
- Avoid excessive self-promotion and focus on valuable information.
- Ensure writing quality with clarity and proper grammar.
- Implement effective distribution strategies to reach desired media outlets and target audience.
- Create newsworthy angles and captivating stories.
What makes a well-crafted press release?
Well written press releases are a blessing for busy journalists with tight deadlines. But how do you get your press release the attention it deserves? Well, it needs to be nearly publication ready. This means providing all the necessary information, quotes, photos, and details so a journalist can easily use it as an article.
The angle and focus
Your press release needs to have a compelling angle to stand out and get noticed. Spend time thinking about what will be truly of interest and will resonate with your target audience. Depending on the situation, the angle and focus may shift. For example, if you’re a minor celebrity who recently lit up a town’s Christmas lights, your press release should prioritise mentions, quotes, and details about you. If you’re promoting the town that hosted the celebrity event, the focus should be on promoting the town.
If a press release is promoting your organisation, ensure it is prominently featured and presented positively. When promoting an upcoming event, emphasise its appeal and create a sense of urgency to entice readers to buy tickets.
Once size does not fit all!
Once your press release has been written, take time to tailor your language and angle to suit the specific media outlets you’re targeting. For example, local and national newspapers may require a different approach to specialist trade magazines. Maintain a factual tone and avoid any obvious advertising tactics in both the body copy and accompanying images.
The perfect press release headline
Your headline must be catchy. Ideally short and punchy but crucially it must encapsulate the key point you’re making within the press release. Look at headlines used by major news websites or newspapers for inspiration. You could even try using AI helper tools to come up with some headline suggestions once your press release has been written. Many journalists suggest writing the headline after completing the rest of the release to ensure it aligns perfectly with the content. Review and revise the headline once the press release is finished to ensure its effectiveness. Format the headline in bold, centred text, capitalising the first word and all proper nouns.
The perfect first paragraph for press releases
The opening paragraph of your press release should start with the date and location or town where the news originates. Here lies the secret to a strong press release. The first sentence should expand on the headline, providing the essence of the story in one concise statement. This approach follows the classic journalistic “funnel” method of writing. Include crucial details such as the “who, what, when, where, and how” to provide readers with a complete understanding of your story. For events, remember to specify the date and time. The first paragraph should be crafted in a way that if an editor only includes the headline and the first paragraph, the story remains coherent. This not only makes the editor’s job easier but also ensures that readers can grasp the main points without having to dig deep into the content.
Subsequent paragraphs
Here you can dive deeper into the story by providing additional details, relevant quotes, website links, purchasing details, and any other relevant information.
A well-structured press release can range from 200 to 500 words. While brevity is crucial, be mindful not to make it too short, as journalists may need more content to work with. Pay close attention to grammar, punctuation, and the correct spelling of all names (you can really offend people with a misspelt name).
Make sure you’ve obtained the proper permissions for any quotes used. Keep your sentences concise and use simple language to make your copy easily scannable.
Contact information and boilerplate
Don’t forget to include relevant contact information and a boilerplate section at the end of your press release. If a journalist wants more information, to include a photo, or conduct an interview, it makes it easy for them to reach out.
Include the key contact person or PR office address, website, landline, mobile number, and email address. Indicate whether photos are available, as providing visuals increases the likelihood of securing more coverage. Conclude your press release with the word “ends” before transitioning into the notes to the editor section. This helps editors identify the end of the press release and provides space for them to make notes.
Help with writing your press releases
Writing a press release that captures attention amidst tight deadlines and competing news stories takes practice and skill. If you’re struggling to leverage newsworthy events within your business, we can help.
Give us a call 01884 255999 or book in a discovery call.
We assist some of our clients on a monthly marketing retainer, providing comprehensive support for their PR and marketing efforts. Get in touch to find out more.