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How can you maximize the effectiveness of your press release?

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A press release is a written statement that announces news or events related to your organization, product, or service. It can help you generate media coverage, increase brand awareness, and reach your target audience. However, writing an effective press release is not as easy as it sounds. You need to follow some best practices to make sure your press release stands out from the crowd and achieves your goals. Here are some tips on how to maximize the effectiveness of your press release.

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Verah Vashti Okeyo

Global Health | Journalism| Communications| Non profit fundraising | Implementation Science | Anthropology

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 is your target audience? What action do you want them to take? Having a specific and measurable purpose will help you craft your press release accordingly and avoid irrelevant or vague information.

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Verah Vashti Okeyo

Global Health | Journalism| Communications| Non profit fundraising | Implementation Science | Anthropology
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Press releases are for reporters/journalists but most communications specialists write them without considering what reporters would find newsworthy. The quality of news (newsworthiness) is different from traditional corporate communications. Vague information includes declarations in corporate jargon (the organisation is committed to sustainable development) Without specifically stating how they are demonstrating that commitment.

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2 Write a catchy headline

The headline is the first thing that journalists, editors, and readers will see when they receive or encounter your press release. It should capture their attention and interest, and summarize the main point of your press release. Use clear and concise language, avoid jargon and hype, and include keywords that relate to your topic. A good headline should answer the question: why should anyone care about your news?

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Verah Vashti Okeyo

Global Health | Journalism| Communications| Non profit fundraising | Implementation Science | Anthropology
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??A good headline should also be in simple, everyday language that people not experts in the field you're writing for can understand. ??A headline should also be short; no more than 15 words. ??Don't make it click bait. While it's important to have a catchy headline, it's equally deceitful to make it something different than what is in the content of the press statement.

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3 Follow the inverted pyramid

The inverted pyramid is a common structure for writing press releases. It means that you should present the most important information first, followed by the less important details. This way, you can ensure that your readers get the main message quickly and easily, and that they can scan through the rest of the text if they want more details. The first paragraph of your press release should include the five Ws: who, what, when, where, and why. The following paragraphs should provide more background, context, and evidence to support your news.

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Verah Vashti Okeyo

Global Health | Journalism| Communications| Non profit fundraising | Implementation Science | Anthropology
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One thing I have found helpful is applying the 5Ws and H at the first two paragraphs, and in active sentences. Sometimes, shocking statistics are also a great way to start a press release and then go to the explanation of that statistic.

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4 Use quotes and multimedia

One way to make your press release more engaging and credible is to include quotes from relevant sources, such as your spokesperson, customers, partners, or experts. Quotes can add personality, emotion, and perspective to your press release, and show that your news is not just a one-sided story. However, make sure that your quotes are authentic, relevant, and concise, and that you attribute them properly. Another way to enhance your press release is to include multimedia elements, such as images, videos, infographics, or audio clips. Multimedia can help you illustrate your news, attract more attention, and increase your chances of getting picked up by the media.

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Verah Vashti Okeyo

Global Health | Journalism| Communications| Non profit fundraising | Implementation Science | Anthropology
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An example I have seen of effective use of quotes is, make sure the person is the most authoritative in the field you're writing about regardless of rank in the organisation. For instance if you're writing about HIV, it would be most effective to have the statements come from a TB specialist.

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5 Include a call to action

The last part of your press release should include a call to action (CTA) that tells your readers what you want them to do next. A CTA can be a link to your website, a request to sign up for your newsletter, an invitation to attend your event, or a suggestion to contact you for more information. A CTA can help you generate leads, conversions, or feedback from your press release, and measure its effectiveness. However, make sure that your CTA is clear, relevant, and easy to follow, and that you don't overwhelm your readers with too many options.

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6 Proofread and distribute

Before you send out your press release, you need to proofread it carefully and check for any errors, inconsistencies, or inaccuracies. You can use tools like Grammarly or Hemingway to help you improve your grammar, spelling, and readability. You can also ask someone else to review your press release and give you feedback. Once your press release is ready, you need to distribute it to the right media outlets and platforms. You can use services like PRWeb or PR Newswire to help you reach a wider audience, or you can pitch your press release directly to journalists, bloggers, or influencers who cover your niche or industry. You can also share your press release on your own website, social media, or email list to increase your exposure and engagement.

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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?

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How can you maximize the effectiveness of your press release?

1

2

3

4

5

6

7

1 Know your purpose

2 Write a catchy headline

3 Follow the inverted pyramid

4 Use quotes and multimedia

5 Include a call to action

6 Proofread and distribute

7 Here’s what else to consider

Communication

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How can you maximize the effectiveness of your press release?

1

2

3

4

5

6

7

1 Know your purpose

2 Write a catchy headline

3 Follow the inverted pyramid

4 Use quotes and multimedia

5 Include a call to action

6 Proofread and distribute

7 Here’s what else to consider

Communication

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