Press releases are an effective way to communicate your news, achievements, or opinions to the media and the public. However, with so many press releases competing for attention, how can you make yours stand out and get noticed? Here are some tips to help you write press releases that are clear, concise, and compelling.
Before you write your press release, you need to identify who you are writing for and what they care about. Who are the journalists, bloggers, influencers, or customers that you want to reach? What are their interests, needs, and pain points? How can your press release solve their problems, answer their questions, or inspire them to take action? By knowing your audience, you can tailor your press release to their preferences, expectations, and language.
The headline is the first thing that your audience will see, and it will determine whether they will read your press release or not. Therefore, you need to craft a headline that is catchy, concise, and clear. It should summarize the main point of your press release, highlight the benefits or value of your news, and include keywords that your audience is searching for. Avoid using jargon, clichés, or hype that might confuse or turn off your audience.
Crafting a compelling headline involves blending creativity, clarity, and attention-grabbing skills. Successful headlines are clear, concise (around 6-8 words or 50-60 characters), and use action words and emotional appeal. Including numbers or lists, personalizing for the audience, and employing power words while creating curiosity are vital for engagement. I do A/B testing to hel in choosing the most effective headline. For example, transforming a weak headline like "New Productivity App Released" into a stronger one, such as "Discover the Secret Weapon to 10x Your Productivity Today!" is key. Headline effectiveness varies by platform and audience, requiring experimentation to determine the most effective approach.
A headline whether it is for a press release or an article is a special guest which is the main attraction for the audience to pay attention. It should not only be catchy but should also give a good glimpse of the overall press release. A press release should be media-friendly as ultimately media is the one swiping right/left on carrying it. A strong and to-the-point headline plays an important role in being unique from the inbox noise. Craft small, easy-to-read headlines. I.e., "ABC Aerospace Unveils Game-Changing Hypersonic Propulsion System for Next-Generation Space Exploration, Enabling Faster and More Efficient Missions" can be written- "ABC Aerospace’s Next-Generation Space Exploration: Launches Hypersonic Space Tech Breakthrough”.
The lead is the first paragraph of your press release, and it should provide the most important information about your news. It should answer the five Ws: who, what, when, where, and why. It should also hook your audience's attention and make them want to read more. Use facts, figures, quotes, or anecdotes to support your lead and make it interesting. Avoid burying the lead or adding irrelevant details that might distract your audience.
The inverted pyramid is a structure that organizes your press release from the most important to the least important information. This way, you can ensure that your audience gets the main message even if they only skim or read the first few paragraphs. It also makes it easier for journalists to edit or cut your press release without losing the essence. To use the inverted pyramid, follow this order: headline, lead, body, and boilerplate.
A press release is not a novel or a report. It is a brief and concise document that delivers your news in a clear and easy way. Therefore, you should keep your press release short and simple. Aim for one or two pages at most, and use short sentences and paragraphs. Avoid using complex words, jargon, or acronyms that might confuse your audience. Use active voice, positive tone, and transitional words to make your press release flow smoothly.
The last step of writing a press release is to proofread and edit it. You want to make sure that your press release is free of spelling, grammar, punctuation, or formatting errors that might undermine your credibility and professionalism. You also want to check that your press release is consistent, accurate, and relevant to your audience and your news. You can use tools like Grammarly or Hemingway to help you proofread and edit your press release.