How can you make your press releases more engaging?

1 Know your purpose

Before you start writing your press release, you need to have a clear idea of what you want to achieve with it. What is the main message you want to convey? Who are you trying to reach? What action do you want them to take? Having a specific and realistic goal will help you focus your writing and avoid unnecessary or irrelevant information.

2 Write a catchy headline

The headline is the first thing that your readers will see, and it will determine whether they will continue reading or not. Therefore, you need to make it catchy, concise, and relevant. Use keywords that relate to your topic and audience, and avoid jargon, clichés, and hype. A good headline should summarize your main point and spark curiosity or interest in your readers.

3 Use the inverted pyramid

The inverted pyramid is a classic journalism technique that organizes your press release in order of importance. You start with the most essential information in the first paragraph, and then provide more details and background in the following paragraphs. This way, you can ensure that your readers get the main message even if they only skim through your press release, and that they can easily find the information they need.

4 Tell a story

A press release is not just a collection of facts and figures. It is also a story that showcases your brand, your values, and your personality. To make your press release more engaging, you need to tell a story that connects with your readers on an emotional level. Use anecdotes, quotes, examples, and visuals to illustrate your points and make them more memorable. Show how your news affects your customers, your industry, or your community, and what benefits or solutions you offer.

5 Include a call to action

A press release is not only meant to inform, but also to persuade. You want your readers to take some kind of action after reading your press release, whether it is to visit your website, sign up for your newsletter, follow your social media, or contact you for more information. Therefore, you need to include a clear and compelling call to action at the end of your press release, that tells your readers what you want them to do and why they should do it.

6 Proofread and format

Finally, you need to proofread and format your press release before you send it out. You want to make sure that your press release is free of spelling, grammar, and punctuation errors, that it follows the standard press release format and style, and that it is easy to read and scan. Use short sentences and paragraphs, bullet points, subheadings, and white space to break up your text and highlight your key points. Include your contact information, a boilerplate, and links to your website and social media.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?