If you’ve followed this blog for a little while, you know that press release writing is one of the major topics I cover here. It’s a very important topic to me, and I truly believe that becoming a better press release writer can do wonders for your PR efforts.
But I also realize that with all the various tips and information I’ve shared with you on press release writing, it can be hard to remember everything. When you sit down to write your next press release, you might not remember all of the mistakes you need to avoid or why so many press releases are truly awful.
Writing Better Press Releases: The 5 C’s
But today, I’m going to share something with you that I think you can remember, even if you forget everything else I’ve ever told you about writing press releases. It’s the 5 C’s of press release writing, and if you can at least remember these 5 points, you’ll be writing better press releases in no time at all.
- Clarity — Reporters and other readers shouldn’t have to dig to figure out what your story is about. It should be clear right from the start. Your press release should have a clear headline, and you should get right to the point answering the who, what, when, where, and why questions in your press release. Don’t try be misleading and make your story out to be something more than what it really is. Be clear.
In addition, your press release should be written in clear, straightforward language that’s easy for anyone to understand. This means:
- Avoiding jargon or technical terms unless absolutely necessary
- Using simple sentence structures
- Defining any industry-specific terms
- Organizing information logically
For example, instead of saying “Our company leverages cutting-edge machine learning algorithms to optimize customer acquisition funnels”, you could say “Our software uses artificial intelligence to help businesses find new customers more effectively.”
- Conciseness — Many of us have a tendency to write more than we need to. The right press release length is typically a few paragraphs, or anywhere from about 200-500 words. Cut the fluff, and give the story as quickly as possible. Reporters are a busy bunch, and they don’t have time to sift through a bunch of meaningless drivel. Get to the point.
Conciseness includes:
- Sticking to the essential facts
- Eliminating redundant information
- Using active voice to keep sentences short
Focusing on one main message or announcement
An example of concise writing: “XYZ Corp launched its new smartphone app today” instead of “XYZ Corporation is pleased to announce that as of today’s date, it has made available to the public its newest smartphone application.”
- Correctness — Ensuring accuracy in your press releases is essential to earning and keeping the trust of the media. Press releases must be unbiased and totally accurate. If you’re exaggerating or spreading misinformation, your credibility will be tarnished and this press release (and probably all future ones) will be neatly filed away in the trash.
Correctness includes:
- Verifying all facts, figures, and dates
- Double-checking the spelling of names and titles
- Ensuring all contact information is up-to-date
- Using proper grammar and punctuation
An example of the importance of correctness: A single typo in a date or price could lead to confusion and potentially damage the company’s reputation.
- Compelling — If you don’t have an interesting story to tell, you’re going to have a hard time earning media coverage. Find an interesting angle for your story that makes it more compelling. Don’t be afraid to think outside of the box!
Ways to make a press release compelling include:
- Starting with a strong, attention-grabbing headline
- Including relevant quotes from key figures
- Using vivid, descriptive language (while still being clear and concise)
- Highlighting the news value or impact of the announcement
For example, a compelling headline for a charity event might be: “Local Nonprofit’s Annual Gala Aims to Raise $1 Million to Fight Childhood Hunger”
- Complete — It’s Press Release Writing 101 — make sure you provide the who, what, when, where, why, and how details for your story. You don’t have to include every single minute detail that’s related to your story, but make sure you address the essentials so that your basic story comes across clearly and completely.
For instance, a complete press release about a product launch would include the product name, key features, release date, price, availability, and a quote from a company executive.
Are there any other C’s of press release writing that I overlooked? Share them by commenting below.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: https://www.ereleases.com/free-offer/big-press-release-samples-book/