How can you tailor your press release structure for different audiences?

1 Know Your Audience

Before you even begin writing, it's imperative to identify who your audience is. Are they industry insiders, potential customers, or journalists? Each group has different expectations and knowledge levels. For industry insiders, use technical language and detailed information about your product or service. Consumers, on the other hand, prefer benefits-focused language that tells them how your news will improve their lives. Meanwhile, journalists are looking for a compelling story angle and clear, concise information they can use to craft their articles.

2 Craft the Headline

Your headline is the first thing your audience will see, so it must grab their attention. For a consumer audience, use action verbs and address how the news benefits them directly. When targeting industry professionals, incorporate industry-specific keywords that resonate with their expertise. Journalists look for newsworthiness in a headline, so highlight the unique angle or impact of your story. Tailoring your headline to your audience's interests is a critical step in ensuring your press release gets read.

3 Structure the Body

The body of your press release should cater to your audience's information needs. For professionals, dive into technical details and data that demonstrate your announcement's significance within the industry. Consumers will appreciate a more narrative approach that focuses on the practical implications of your news. Journalists need the facts laid out clearly and quickly, often following the 'inverted pyramid' structure where the most important information comes first, followed by supporting details.

4 Personalize the Quote

Including a quote in your press release can add a human element to your message. For industry insiders, a quote from a C-level executive or industry expert can add credibility. Consumers might relate better to a testimonial from a user or someone who benefits from your announcement. When addressing the media, a quote that succinctly summarizes the story's significance or provides an insightful perspective can be very powerful.

5 Call to Action

A call to action (CTA) directs your audience on what to do next. For industry professionals, this might be an invitation to a webinar or a prompt to download a white paper. Consumers might be encouraged to visit a website or store for a new product launch. Journalists may be prompted to contact a press representative for more information or to arrange an interview. Tailoring your CTA ensures that you engage your audience further and guide them towards the desired action.

6 Follow-Up Details

Finally, provide follow-up details that are appropriate for your audience. Industry professionals may value additional technical documentation or industry reports. Consumers might look for customer service contact information or social media links. For journalists, include your media contact details, such as an email address or phone number, to make it easy for them to reach out for more information or to set up interviews.

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?