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What Is a Press Release?
Press release, press statement, news release, or whatever you want to call it—we recognize such as a short yet compelling news story that reports on significant matters tied to a business. It can be about a product launch, an upcoming event, an idea, or any topic that piques the curiosity of a targeted audience. It contains information that covers all that is necessary for a journalist or publication to produce their own narrative on it. Many PR professionals work hard to propose story ideas worth telling, but even the most interesting stories don’t get picked up due to poor delivery. Hence, sticking to the facts and giving your audience something to talk about is essential in making an effective press release.
Why Is a Press Release Good for Business?
Not every organization has the resources and connections to boost its brand awareness in a competitive market, even more so with its limited business budget. But this only drives you to be more creative with your approach to marketing.
Fortunately, press releases make it easy for small and medium business owners to spread the word about their company and its offers without draining their wallets. It provides instant exposure with the help of content that people care enough about to discuss out in the open. It even offers you the opportunity to enhance your marketing plan by incorporating modern approaches, especially at a time when getting your message out to audiences on different platforms is more crucial than ever. In return, you increase traffic to your website and generate more sales leads as you continue to reach prospects from various channels.
Six Types of Press Releases to Try
In case you didn’t know, there’s a press release for every kind of business announcement you want to make. Whether you get an outstanding award for your performance or have an impressive new hire you want to boast about, you’ll find a press release that meets your exact marketing needs. To know more about press releases, here’s a quick rundown of each type:
How to Write a Press Release that Doesn’t Suck
Refer to the following guidelines when drafting a press release for your business.
1. Make It Newsworthy
Before you begin writing your press release, take the time to look at what people seem to care about in the media. You can research topics and trends, making its way through different media platforms to get a feel of what people might like. Knowing what interests your audience is crucial in drawing people’s attention to what you have to say. While you might be thrilled to have a new marketing director in your team, do you think your readers will share the same sentiments as you? It’s a harsh reality that press release writers have to face when determining what’s worth talking about or not. If you have any hint of doubt about it, you may want to hold it off for a while until you’re confident enough to draft a press release.
2. Find Value in Targetting
Facebook marketing has always been a preferred method for smaller businesses, given that we live in a highly digitalized era. So it’s no wonder why 36% of PR pros said they use Facebook as a promotional network of choice, as discovered by Cision. On another note, among 3,425 adults in the United States, about 34% name the Internet as their primary source of news, as reported by the Pew Research Center.
If your audience thrives in the said network, you might want to look into the kind of stories published and shared there. Apart from Facebook, social media sites like Google and Twitter also open ideas for discussions. A good understanding of your market is vital in creating press releases that people will want to read and write about. It’s no secret that getting a thousand reads and loads of traffic is what every growing business would want.
And when it comes to targeting, research is everything. So be sure you have everything that there is to know under wraps prior to PR distribution.
3. Craft a Classy Elevator Pitch
The truth is, you’re not the only business with news to announce. It’s easy for people to scroll past your press release when there are a dozen other stories that are killing it with their headlines. Getting that much-needed attention require headlines to be intriguing enough to encourage further reading. You need to craft a title that packs a punch, without misleading your audience. Be creative—aim for a catchy, more engaging headline. It’s one way to gain an edge over your competitors when you aren’t getting the recognition you want.
4. Stay Relevant
Press releases are a time-sensitive marketing approach that can mean the difference between good and bad publicity. You’ll want to be the first to report about something before word gets out on its own. You’d be surprised by how easily information can circulate even before the release of an official press statement. And by the time you have the chance to talk about it, it won’t be easy to get people to listen. No one wants to read the same news all over again. It needs to sound like and feel like something that people would read from a newspaper, focusing on the latest details about the matter that readers will want to follow until they get the whole story.
5. Practice Conciseness
A standard press release is about 300 to 400 words in length. It typically consists of a short outline of the story to help readers understand the message you are trying to convey. Adding photos and other related attachments may also be helpful for journalists to visualize the story and produce factual publications. You might also find it convenient to use subheadings and bullet points in summarizing information that is difficult to digest, particularly if statistics, figures, and diagrams are part of the news you want to deliver.
By establishing a formal press release format, you should be able to keep your PRs consistent every time.
6. Collaborate with the Right Partner
Cross-promotion isn’t a new concept in the marketing world. Many businesses like to look for partners to raise brand awareness in different target groups, while simultaneously reducing costs in press release distribution. Exerting twice as much effort to reach out to your desired market should also help enhance your credibility as a professional entity. Thus, don’t be afraid to reach out to existing and potential partners who might want to take part in your next PR campaign.
Now that we’ve covered the basics of press releases, you’re ready to catch your audience’s attention by drafting the perfect PR. Drawing media attention might not be the easiest thing to achieve, but it’s possible with the help of a compelling news story.