With 31% of the population spending most of their time online, you need to present the best version of yourself or your company online. If you’ve been involved in a controversial situation, however, your reputation can plummet in a hurry. As a result, you may be forced to do some damage control.
Intervening with a press release can be an effective solution. Read on to learn how to write a press release that can help repair your online reputation!
Use a Compelling Headline
When you’re trying to make reputation management a priority, start with the press release headline. While the body of your press release is important, too, not everyone will read it if they’re not hooked by a good headline.
Avoid wordy headlines with complex language. You’re better off keeping headlines short. Be sure to include a verb that shows an actionable effort on your part.
For example, you may want to highlight a new initiative where you’re working with local non-profits. Or, what if product quality has hampered your reputation? Then you can create a press release headline focused on reversing expectations.
You also could create a headline pointing to positive customer feedback. Use a headline to generate buzz about great reviews for another product. You can divert attention to your successes and avoid any negativity.
In addition, use subheadings to your advantage. These also should be clear and concise. They’ll help to break your press release into smaller chunks of writing and give readers a window into your goals.
Get to the Point
No one wants to read a long and wandering press release. You’ll establish a better connection with your readers if you keep your press release brief. Stay on target and use your writing to support the main focus of the release.
A press release that extends beyond 500 words is too long. Aim to keep your press release between 300 and 400 words to stay on the safe side. And every sentence should contribute in a meaningful way.
It doesn’t hurt to get help writing your press release, either. A good press release writing service can craft a clear and organized press release that won’t get bogged down in flowery prose. A tighter final product will do more to salvage your reputation.
Write in an Accessible Style
Who will be reading your press release? Consider your audience before you choose your words. You may think you’re reaching a tight audience of customers, but you have the capacity to extend your reach.
Writing for a wider audience could help you pick up new customers who admire your integrity. If you’re using a press release to acknowledge past stumbling blocks and show a path forward, that can impress readers. That’s why you’ll want to write in a manner that is accessible to the average person.
Don’t assume you’re talking to those in your industry. Stay away from hyper-specific language that most people won’t understand. Speak in a way that suggests your audience may not have a background in the industry.
Suppose a local or regional news channel is considering filing a report on your press release. When you present a clear press release that’s not filled with jargon, they might be more likely to pursue an interview or article that can elevate your profile. Ultimately, you want to make it as easy as possible for anyone to relate to and understand your press release.
Feature a Story or Personal Anecdote
Press releases should be concise, but that doesn’t mean they have to be boring. Using stories and anecdotes can be an effective way to keep readers interested in what you’re saying. Remember that your audience should drive the content you’re including.
For example, consider interviewing a customer who benefits from a new service. This can help readers picture themselves in the shoes of the customer. And it might just help them trust your company again if complaints have rattled your reputation.
If possible, insert photographs as another way to create a stronger connection with your audience. You may have an image of employees hosting an event or customers happily wearing your brand. A strong visual can help your company seem more relatable.
Keep in mind that if you’re trying to repair your organization’s reputation, your employees will be watching, as well. With 65% of workers looking for new job opportunities, you don’t want to scare off your best employees. Instead, you want to use your press release as a way to build trust and understanding.
Bring in Industry Expertise
When you need a press release for a controversy, you want your writing to be credible. That means everything you include in your content should be truthful and honest. If you’re trying to be persuasive, you may benefit from bringing in outside sources.
Support your main points with statistics and facts that you can verify. When possible, use hyperlinks to credit the source for any information you use to bolster your point.
In addition, look into interviewing experts who can add strength to your press release. After all, it’s dangerous to assume that all readers will believe everything you’re saying.
You don’t necessarily have to look far to find experts, either. For instance, you may have an internal employee, such as a product developer, who can speak to a product’s features. Work with them to make sure they’re offering expert insights that an average reader can understand.
You may want to turn to industry experts, as well, from outside the company. Find an authority in the field who’s willing to offer a positive statement regarding your organization. Seeing quotes from industry experts can pique journalists’ ears and help you get more mileage from your press release.
Optimize Your Press Release Letter
Writing a press release for an online audience requires certain technical considerations. For instance, be aware that 84% of people use smartphones. And many of those people will be reading your press release on a smartphone.
You’ll want your press release’s layout to be clean and use subheaders. You’ll also want to integrate hyperlinks into your writing. These can link readers to your company website, product pages, or other relevant sources.
Search engine optimization (SEO) also should play into your press release approach. This means weaving relevant keywords into your press release. The keywords can relate to your organization, and they should be words people would search for online.
You don’t want to overstuff your writing with keywords, however. Doing so can translate to writing that seems inauthentic or bland.
As another option, use visuals like infographics and photos. Injecting these into your press release can help your SEO strategy, too. You’ll create more visibility for your press release when people search for you online.
Spend Time Proofreading
Finally, don’t overlook the importance of proofreading your press release before you send it out. Remember that this single piece of writing has the power to repair online reputation issues quickly if it’s done well. But if a press release is sloppy, you’ll just set yourself back even further.
Check all hyperlinks to ensure that they are working. Watch for fluffy sentences and unnecessary information. Look at the spelling of proper names, especially when members of your management team are involved.
Correct all grammatical errors and spend time refining word choice, too. Get multiple people to weigh in. This should include internal stakeholders as well as those who can provide a more objective opinion.
Your press release might be time-sensitive, but that doesn’t mean it will disappear in a few weeks or months. Writing has a tendency to exist eternally online. For that reason, you want your writing to be as strong as it can be.
Make sure your press release contains contact information for your company, as well. Including this information is a show of transparency. Readers will appreciate knowing they can reach out to you with questions or concerns.
At the same time, make sure you’re clear on where your press release will be distributed. You can tailor your audience to specific regions or news outlets, for instance. Just be sure to give your press release enough visibility so you can start to make headway in repairing your reputation.
Repair Your Online Reputation
Managing your online reputation is critical if you want to build a high level of success. When writing a press release, keep your writing clear and accessible so you can appeal to the widest audience possible. Use stories to create connections, and be sure to proofread your press release before sharing it.
When you need help getting your press releases in front of the right audience, contact us for help!