How can you write a press release that is both emotional and impactful?

Unlike corporate-speak press releases focusing solely on product features, compelling releases also tap into human emotions and narratives that resonate with audiences. Frame the news by revealing an interesting origin story or vision behind innovations. Quote C-Suite leaders describing motivations in their own candid words. Share end-user pain points the product alleviates rather than just its shiny capabilities. Use descriptive adjectives that create visual tone. Portray the enthusiasm customers will feel from frustrations disappearing thanks to these solutions. Paint a picture of the better future this progress enables. Close with a quote reinforcing the heartfelt meaning behind the announcement rather than just touting ROI.

I think the most important aspect is to not think about it as a press release. You're telling a story, you're creating a narrative. Once you know what the message you're trying to deliver, or action you're trying to illicit, develop a story around it. Looking to attract donations for a cause? Find someone who would benefit from the cause, and understand their story - you have to make it real to the end reader. The story could be about a volunteer who sees the impact, or a user of the service, or a relative of someone who could have used the service but it wasn't available. Everyone has a story to tell; understand what your story is, and engage audiences through that with your press release.

People connect with stories, not just facts. Look for the human angle in your story. This could be a personal success, a challenge overcome, or an inspiring journey. Use language that paints a picture and evokes emotions. Instead of saying, "The event was successful," describe the atmosphere, the reactions of the attendees, or a touching moment that occurred. But remember, authenticity is key. Show the relevance of your story in everyday life, addressing common concerns or improvements. Include meaningful quotes that add a human touch, choosing words that convey passion or excitement. Link your story to larger societal trends, offering context and highlighting its broader significance.

Often, people fall into the habit of using the same template and the same phrases. That's exactly why AI sells us short since it learns from these lax habits. Instead, infuse unique words that show a passion and incite curiosity. That's how you engage people. Above all, avoid passive verbs that suck the life out of messages. Imagine what questions arise for readers – either in a newsroom or of the resulting publication – and answer them clearly. Now, you've started a conversation that makes people feel informed. In turn, this reflects well on your ability to communicate a problem and offer a tangible solution. People want to help; why not make it easier for them to do so?

A seasoned reporter once told me that media look for the 'face of the story' - the human element. Media are not interested in promoting companies or products (because it's begging for free advertising), unless there is an impact on a person or a situation.

This is a true art from! Full disclosure- it can sometimes take longer to create a compelling headline than write the entire media release. Don't settle, revise and rework it. I spent years working in a television newsroom as a journalist and newscast producer. I still remember how we would get 100s of media releases. Many add water and mix headlines wouldn't get a second look. In order to stick out, invest in the time, be creative and try to stand out.

Having worked in the print media business for more than two decades, there is no denying headline writing is a skill, an art form almost. I've worked with amazing editors who were brilliant headline writers, and some who weren't as good. The key is how to tell the story in as few words as possible while drawing in the reader. A lot of online content now focuses on 'click bait', which does nothing to build trust and transparency - it simply generates clicks. It is really about boiling down the main point, out of a story with often multiple points, and building a headline around it. The use of emotional language, posing questions or challenging common beliefs, or offering value are great technique for creating catchy headlines.

Begin with a compelling anecdote or a snippet of a story that encapsulates the human element of your press release. Use vivid, descriptive language to paint a picture that elicits an emotional response. Rather than stating facts, create a scene that readers can visualize and feel connected to. Address why this story matters right at the beginning. If it's about a new research finding, lead with how this discovery impacts or improves lives. Make the relevance clear and direct. If there's a quote that perfectly encapsulates the essence of your message, consider starting with it. A passionate, engaging quote can be a powerful way to draw readers in.

Unpopular opinion: most press releases should not contain anecdotes or calls to action. A press release is a tool for a company to maintain a connection with its audience, and the market seeks clear signals from it. Metaphors are better suited for opinion articles, not for press releases.