Did you know that 78% of journalists say that the most important aspect of reporting is ensuring 100% accuracy?
Submitting a press release is a crucial way to share your news and grab media attention, but it requires careful planning to avoid common pitfalls.
Today, we’re taking a closer look into the essential dos and don’ts for effective press release submission, including press release tips and guidelines.
Crafting an Effective Press Release: Dos
Creating an effective press release starts with a strong headline. Your headline is the first thing journalists see, so it needs to be catchy and informative. It should capture the essence of your story and make the reader want to know more.
Use active language and keep it concise. A well-crafted headline can make the difference between a press release that gets noticed and one that gets overlooked.
Once you have an engaging headline, focus on writing a compelling lead. The lead is the first sentence or paragraph and should contain the most critical information.
It should answer the who, what, when, where, and why of your news. The lead needs to be clear and to the point, giving readers a reason to continue. Remember, journalists often have limited time, so a strong lead helps them quickly grasp the significance of your announcement.
Content Clarity
After establishing the lead, provide clear and concise information throughout the press release. Stick to the facts and avoid unnecessary jargon or filler content.
Your press release should be easy to read and understand, highlighting the key details that make your newsworthy. Ensure every paragraph adds value and moves the story forward.
Quotes
Including quotes in your press release can add depth and perspective. Quotes from relevant people, such as company executives or industry experts, can lend credibility to your announcement.
Use quotes to provide insight or commentary that complements the main message. Make sure the quotes are authentic and genuinely reflect the views of the people involved.
Visual Elements and Multimedia
Visual elements can significantly enhance the effectiveness of your press release. Including relevant images, videos, or infographics can make your release more appealing and engaging.
Multimedia can help tell your story more dynamically and increase the likelihood of media coverage. Ensure any visual content is high quality and directly related to the announcement.
Finally, finish your press release with a boilerplate, or a brief description of the company. This section provides background information about your organization, such as its history, mission, and core values.
Press Release Mistakes: Don’ts
One of the most common mistakes in writing press releases is using overly promotional language. A press release should inform, not advertise. Journalists are more interested in newsworthy content than in blatant self-promotion.
Keep your language neutral and factual, focusing on the value of your announcement rather than trying to sell a product or service. This approach helps maintain credibility and makes it more likely that your press release will be taken seriously.
Proofreading
Another frequent error is neglecting to proofread the press release. Grammatical mistakes and typos can damage your credibility and make a poor impression.
They can distract from your message and may cause journalists to dismiss your release altogether. Always take the time to carefully review your press release before sending it out. Consider having someone else read it as well, as a fresh pair of eyes can often catch errors you might miss.
Target Audience
Ignoring the needs of your target audience is another pitfall. It’s important to tailor your message to engage the people you’re trying to reach. A press release that doesn’t resonate with its intended audience is unlikely to generate interest.
Think about who will be reading your press release and what information they will find valuable. Customize your content to meet their needs and expectations.
Contact Info
Forgetting to include contact information is a mistake that can hinder the success of your press release. Journalists need a way to follow up with questions or to request additional information.
Make sure to provide accurate contact details, including a name, phone number, and email address. This step makes it easy for journalists to reach out and can increase the chances of your story being covered.
Using irrelevant or excessive information can dilute the effectiveness of your press release. It’s essential to stay focused and only include the most important details.
Extraneous Information
Extraneous information can overwhelm the reader and detract from your main message. Be concise and prioritize the key points you want to communicate. Keep your press release streamlined and to the point to ensure your audience clearly understands your announcement.
Submitting a Press Release: Formatting and Submission Guidelines
Following standard formatting and submission guidelines is key to making sure your press release is professional and appealing to journalists. A press release should follow a structured format that includes a headline, lead paragraph, body, boilerplate, and contact information.
This format helps journalists quickly find the information they need. The headline should be concise and engaging, summarizing the main point of your announcement. The lead paragraph should answer the five W’s: who, what, when, where, and why, giving readers a quick overview of your news.
The body of the press release should provide more detail about your announcement, expanding on the points introduced in the lead. It’s important to keep paragraphs short and focused to maintain the reader’s interest.
Avoid Technical Jargon
Avoid using technical jargon or overly complex language. Your goal is to make the press release accessible to a wide audience. The boilerplate, usually placed at the end of the press release, provides background information about your company.
This section helps journalists understand your organization’s mission and values. When it comes to submitting your press release, it’s important to follow the protocols of each media outlet.
Different publications may have specific requirements for submitting press releases, such as preferred file formats or contact methods. Take the time to research these guidelines and adhere to them when sending out your release. Doing so shows professionalism and increases the likelihood that your press release will be considered.
Timing
Choosing the right timing for your press release can also impact its success. Consider factors like industry trends, news cycles, and major events that might compete for attention. Aim to send your press release when it has the best chance of standing out.
With careful formatting and strategic submission, you can improve the effectiveness of your press release and increase the chances of it gaining media coverage. These steps help you communicate your message clearly and professionally, ensuring your news reaches its intended audience.
Enhancing Reach and Impact
Enhancing the reach and impact of your press release involves more than just sending it out. It’s about making sure your message lands in the right hands and engages the audience effectively.
Targeting the right media outlets is a vital step in this process. Research which journalists and publications are most likely to be interested in your news.
Look for those that have previously covered similar topics or are influential in your industry. Building a list of relevant contacts increases the likelihood that your press release will be picked up and shared.
Social media and online platforms are also powerful tools for expanding the reach of your press release. Sharing your news on platforms like Twitter, LinkedIn, and Facebook can help you connect with a wider audience.
It allows you to engage directly with potential customers and industry influencers. You can also use press release distribution services to reach a broader audience and increase your chances of getting media coverage. These services can distribute your release to a network of journalists, bloggers, and news outlets, maximizing its exposure.
Relationships
Building relationships with journalists and media professionals is another effective way to enhance your press release’s impact. Networking can open doors to more media opportunities and give you insights into what journalists are looking for.
Attend industry events, engage with journalists on social media, and be proactive in offering valuable information. By establishing these connections, you can increase the chances of your press release being noticed and covered.
Finally, evaluate the success of your press release to learn what works and what doesn’t. Track metrics such as media coverage, social media engagement, and website traffic.
This data helps you understand the impact of your press release and refine your strategy for future announcements. Gathering feedback from journalists and readers can provide valuable insights into how your press release was received.
Use this information to make improvements and ensure that your next press release is even more effective. By focusing on these strategies, you can maximize the reach and impact of your press release, helping your message resonate with your target audience.
Crafting Effective Press Releases
Mastering the art of submitting a press release involves crafting compelling content, avoiding common mistakes, and using strategic distribution.
At eReleases, we’re devoted to being the top press release distribution service for small businesses. All of our releases are distributed through PR Newswire, which is the largest newswire service for press releases.
Get in touch today to find out how we can help with your PR needs!