How do you keep your press release concise and clear?

Know your audience and start with a bang. Get to the point quickly and use strong verbs. Keep it simple and easy to understand. Organize your thoughts and proofread carefully. Keep it short and sweet, and your readers will love it!

Hold up, writers! Knowing your audience isn't a gentle tea party; it's a tactical strike. Journalists, bloggers, influencers—they're not bedtime story listeners; they're dragons you need to slay. Forget generic; personalize like you're sending a secret message. Their needs? It's not a checklist; it's your battle plan. Appeal to them like you're auditioning for a blockbuster, not a community theater play. This isn't a press release; it's a seduction dance with ink and pixels. If your words aren't a magnetic force pulling them in, you're not writing; you're just typing. Time to transform your press release into a literary dynamo, not a snooze button.

To maintain a concise and clear press release, focus on essential information. Start with a compelling headline, followed by a succinct lead paragraph summarizing the key points. Use short, straightforward sentences and avoid jargon. Limit quotes to those offering unique insights or credibility. Include only vital details, and organize the content logically. Proofread to eliminate unnecessary words and maintain clarity. Lastly, adhere to a word count limit, typically 400-600 words, to ensure brevity.

Focus on the core message you want to convey. Start with a strong headline that captures the essence of your announcement. In the opening paragraph, answer the who, what, when, where, and why to immediately engage readers. Use simple, straightforward language and avoid industry jargon that might confuse your audience. Stick to one main idea and support it with two to three key points. Use bullet points for easy readability if listing features or benefits. Finally, end with a clear call to action, guiding readers on what to do next.

It's crucial to recognize that press releases serve the purpose of persuading a targeted audience to invest in your product or service. Therefore, they must be concise and direct, avoiding any unnecessary delays in conveying the main message. This is why adhering to the inverted pyramid model is highly effective. The recipients of our press releases are typically well-versed in their respective industries. Thus, beginning with a narrative approach or excessive background information can lead to disengagement rather than capturing their interest. However, if you are told to write press releases in certain ways, and you aren't in the capacity to follow the norm, then that can't be helped

A headline can essentially make or break a press release. If you don't get it right, the release probably won't even get opened. The key is to produce copy that's concise, while also encouraging the recipient to want to find out more

Catchy headlines: the press release rockstars. But, in this melody of attention-grabbing, are we risking turning information into a clickbait carnival? Clear, concise language—the anthem, but does it risk oversimplifying the symphony of your story? In this quest for attention, let's not forget that a headline is a trailer, not the entire plot. Yes, be catchy, but let it be a teaser, not a misleading preview. Because, in the world of headlines, true success isn't just in the click; it's in the genuine interest that follows—a balance between capturing attention and delivering substance that makes your headline a true hit.

The old sub-editor tricks such as referring to lyrics or titles of songs often only work for a limited number of demographics. I've found asking Google Bard and Microsoft Edge Co-Pilot for ideas will at least come up with suggestions you can polish into a gem. Most importantly, ask yourself which word first will grab the attention of your target audience/s. As David Ogilvy said, "the Headline is 80c of your $1"

Sometimes an overly formulaic approach can sound like regurgitated information (ie boring). The top of the pyramid is an invitation to a story. A reporter might be more likely to pick it up if it plays into a larger narrative and appeals to their audience. I also like the title, sub header, and opening sentence to work together to create a news-y narrative. And don’t forget your SEO! Title: Farmers need new financing options to meet increasing food demands in a volatile economy Sub: Farmers can use a new, interactive interest-only loan calculator to determine savings Opening hook: What if you had the option to pause your mortgage payment and put that money towards something else? *Intro Product*

In the rebellious realm of press releases, the inverted pyramid stands as the establishment's stalwart, dictating the 'who, what, when, where, and why' with bureaucratic precision. But what if, just for kicks, we flipped the pyramid? Start with the mystique, the 'why' shrouded in enigma, leaving readers yearning for morsels of clarity as they descend. Unleash intrigue before information, turning the press release into a tantalizing journey rather than a mundane destination. Imagine the chaos, the revolution of engagement! After all, who said the inverted pyramid couldn't use a little rebellion?

Of course, your headline has to summarise accurately, but your choice of words to describe the key points will help grab attention. The thesaurus will reap rewards in Reads/Views and resulting target actions.

Press releases: Your spotlight moment condensed to 400 words or less. No one has time for your novel—keep it punchy. Jargon's a buzzkill, and nobody's impressed by your thesaurus skills. Want attention? Attachments or links are your sidekicks. Don't let typos crash your party. Be clear, concise, or risk the delete button. Remember, brevity is the soul of wit, not your life story.

Arbitrary maximum lengths are just that - arbitrary. And a different Editor will give you different guidance. Your release needs to have everything it needs and no more.

Use one or two quotes maximum. Those quotes shouldn't repeat what has already been said in the press release. Also avoid jargon or twee marketing speak - it's a quote, so it should sound like a human being actually said it.

In the arena of press releases, don't just offer facts; serve a visual feast. Quotes are the gladiators, armed with insights and testimonials, battling in the arena of words. Visuals, the chariots, racing with photos and videos, leave a trail of impact. But beware, it's not a circus. Don't unleash a parade; precision is your sword. A well-placed quote strikes like thunder; a visual, a lightning bolt. Together, they form a power duo, turning a mundane press release into a spectacle that echoes in the minds of your audience. Use them wisely; your press release deserves an ovation, not an eye-roll.

Make sure quotes have interest and avoid cliches. Don't have any key facts in the quote - they may be subbed out for length. Visuals are vital for grabbing the eye of the reader. Have your best photo above the headline in the release - so the journalist sees it when they open your email.

Assuming you've carefully created a targeted media list, start following up with your key media. But don't just go with 'did you see my press release?'. Do you know how many times a journalist will see or hear that in a week! So how can you follow up? - is there a connection with something the journalist or their media outlet has already run? Point it out, they like to hear from PR professionals that have taken the time to read their output. - is there something new you can add to the info in the release that might pique their interest? Make an offer in your follow up, could be an interview, quotes, more photos. Something that is of value to the media Then you've shown you understand what they need.

If you've built good win-win relationships with key journalists, they'll be happy to make time to give you feedback on something you may send them. That can help you not only hone your Media List and give feedback on likely coverage to your client, but also polish the release to maximise pick-up.

A press release is a valuable tool, but before you dig in, determine if it is the RIGHT tool for you. A well written release does not guarantee visibility. For example, if you are writing a release for a public company, your announcement will likely get picked up by the “wire” and generate immediate online coverage. Even at that, you will want to call on your media connections to get a more personalized story out for public consumption. If you are not a major voice in the market, a few pre-writing decisions are in order: - Is your announcement newsworthy? - Do you have a distribution process in place? - Do you have (or can you forge) local and regional media connections who will turn the bones of your release into a story?

From 6 years of experience editing business and tech news for a manufacturing field, my advice on press releases is... – Use a max. two relevant quotes – Interrogate your jargon – what does it add? Do you sound knowledgeable, or like a student padding an essay? – Assess your claims – are they true? If your target audience is professionals in your industry, they'll smell BS a mile off. If you have a new product to launch or an announcement to celebrate, the facts are likely impressive enough without embellishment – Keep it relevant – resist the temptation to stuff a novel's worth of backstory and character development into your press release. Editors will cut it, so save it for the white paper – PDF releases make editors' lives hard

Make sure to keep the important stuff at the top. If it is used in publications, the person rewriting it probably won't read the whole thing. Make sure you use simple sentences, short paragraphs and have contact information in case someone wants more information.