According to research, 63% of journalists prefer news and press releases more than any other type of content. About 44% of them feel that press releases are the most trustworthy source pertaining to brand-related information. It’s evident that press releases are an important part of any marketing strategy.
They can help you reach a wider audience and generate more leads. However, if they’re not written correctly, they can have the opposite effect and damage your reputation. In this article, we will discuss how to write a press release for business.
Use the Most Newsworthy Angle
Every press release should have an angle that makes it interesting to the press and public, but you need to be sure you write your press release from an appropriate perspective.
For example, if your business is receiving a prestigious award for its work in community outreach, the press release shouldn’t just focus on how great this will make you look. It should also highlight the work that your business does in the community and how this award will benefit others.
On the other hand, if your company has made a mistake, you don’t want to focus on trying to make yourself look good. That’s what press conferences are for. Instead, you should take responsibility and explain how you’re going to fix the problem.
If you’re unsure what angle to take, consider hiring a press release service. They’ll be able to give you a better idea of how reporters are likely to react and which angles could work best in your situation. They’ll also help you choose the most appropriate types of press releases for your business.
Write an Attention-Grabbing Headline and Summary
Your headline is one of the most essential elements of your press release. It must be catchy and concise while also accurately reflecting the content of your press release. The summary should be as attention-grabbing as the headline and provide a brief overview of what readers can expect from the press release.
Here are a few tips for writing effective headlines and summaries:
- Keep them short and to the point
- Use strong verbs and adjectives to create a sense of urgency or excitement
- Appeal to readers’ interests or concerns
- Make sure the headline and summary accurately reflect the press release
A good press release for business will include a brief summary of what is being announced in the headline and then provide more details about it later on. This summary is known as the “elevator pitch.”
Elevator pitch should explain your press release in a few seconds, which is about the amount of time an elevator ride takes. If you can’t fit all pertinent information into this time frame, then the press release itself might not be worth writing.
Include Your Contact Information, Logo, and Release Date
At the top of your press release, include a contact person or press contact. This should be someone in your organization who can answer any media questions about the press release and is authorized to speak for your company.
List their full name, direct phone number, and email address so that journalists can easily reach out to them with follow-up questions. This press contact information is also an excellent place to include your company logo, which can help boost brand recognition and make your press release look more professional.
You may want to use the same press contact information you have listed on your website or social media accounts so that journalists know they are reaching out to the right person in your organization.
You should also include a press release date so that journalists know when you’re planning to send it out. This will help them plan their coverage accordingly, and it can even make your press release more “newsworthy.” If you’re sending the press release at an unusual time of day or on the weekend, add something like “For Immediate Release” to the top of the document.
Create an Engrossing Message
Your press release needs to have a powerful message that will resonate with reporters and the public. When you’re drafting your press release, ask yourself these questions:
- What is the one thing you want your readers to know?
- Why is this important?
- How does this news affect the readers or your business?
These are the types of questions your press release should answer. If you can’t answer them succinctly, your press release isn’t ready for prime time.
You also need to make sure your message is clear and concise. Reporters are busy people, and they won’t have time to decipher convoluted press releases. The average person shouldn’t have to work too hard to understand what your press release is about, either.
A press release should be no more than 500 words long, and it needs to get the point across in a single paragraph if possible. Keep in mind that journalists are looking for newsworthy press releases. If your press release isn’t particularly interesting or informative, they won’t have any reason to write about it.
Create a Compelling Boilerplate
Your boilerplate is a brief, one- or two-sentence description of your company that you can use in press releases and other marketing materials. This is the perfect opportunity to make a good impression on reporters and editors, so take the time to write something compelling.
Make sure your boilerplate is up-to-date and accurate, and always use the same wording so that readers will immediately know what your company does. You can also highlight a recent accomplishment or newsworthy event in your boilerplate. If this seems complex, you can always hire a professional press release service.
Distribute the Press Release and Follow Up
The press release is still the gold standard for getting press coverage, but it’s not enough to just write one and send it out into cyberspace. You need to take some additional steps for it to get noticed by reporters, bloggers, or other people who can help boost your business profile through media mentions. There are two main ways to distribute press releases.
You can send them out through an online press release distribution service or manually email press contacts yourself. Distributing a press release for business through an online service is typically cheaper and less time-consuming than doing it manually. However, you’ll likely see better results with the latter approach if you can afford the time commitment.
When emailing press contacts, make sure to personalize the message as much as possible. In addition to the press release itself, include a brief introduction about your business and why you think the recipient should cover your story. When following up after sending a press release, start with the people who replied to your email or showed interest in covering it.
The Ultimate Guide to Writing a Press Release for Business
You’ve written a newsworthy press release for business, distributed it to the right people, and followed up—now what? Now it’s time to sit back and wait for the press coverage to roll in. While press releases don’t guarantee press coverage for your business, they’re an effective way to get the ball rolling.
Now, if you still find all this too much, how about having a professional write your press releases for you? If you feel this is an excellent idea, please get in touch with us today, and we’ll be more than glad to help!