No matter what kind of business you have, public relations strategy will form an integral part of your brand. And one of the core aspects of PR is press release writing. And although people are aware of what they are, few know exactly how and when to use them.
A press release at its most basic is content that reports about a certain event, launch, or happening associated with a business. However, issuing a press release is not enough to get it published. Throughout this post, we will explore everything you need to know about press release writing.
Press releases are formulaic, like many other forms of content writing. Everything and everyone has constraints. For example, the same ingredients and equipment in the hands of a trained chef can create a masterpiece. The same is with press releases. The formula is the same. It is the writer who makes it work within the confines of it.
How to Write The Best Press Release?
Press releases are not articles or features, and neither are they informal pitches. Instead, they are statements informing the reader about a significant happening associated with a person or an organization.
The components of a successful press release are the same for all of them. A headline, opening statement, a body where the story unfolds, and of course, contact information. But what sets them apart is the intent and the way the narrative is presented.
Let’s look at the things that you need to keep in mind when crafting a press release. Additionally, you also need to be able to evaluate the quality if you employ press release writing services.
The Importance of a Good Headline
Everything is important, but the headline is crucial to the success of a press release.
If your headline is not good, then the chances of it being published dwindle. And even if it gets published, it won’t hook the readers in.
So, whether you’re writing yourself or employing someone’s writing services, the headline is something that will take time. A good headline gets quickly to the matter at hand. Tell the reader what the story is about and why they should care.
The biggest challenge with writing a headline is that a lot has to be said in the shortest way possible. A by-line can help with adding additional relevant information. But overall, it is usually six words or less.
Remember The Inverted Pyramid Rule
The inverted pyramid rule dictates how information should be presented in any press release being written. The most important information leads the narrative, followed by secondary details. The end is contact information, boilerplate copy, and any other relevant information that is left.
Effective press release writing requires keeping the five was in mind when dealing with the lead paragraph. Your first paragraph should answer the what, when, who, where, and why. And if possible, include the how as well into your writing.
A good first paragraph answers the following questions: What is happening? Where and when? Why is it happening? Who is involved? And lastly, how is it happening? These are the questions the five was ask.
The second paragraph in the inverted pyramid is where you put in the quotes and other relevant information. The quotes add different perspectives to the narrative. In comparison, the additional information goes in descending order of importance.
The end of the inverted pyramid in press release writing is usually made up of a boilerplate copy and contact info. Boilerplate copy is the text usable for several press releases as it contains information about the company or product.
Don’t Forget About Proofreading And Editing
The most intriguing stories for a press release can fail if you forget to be thorough with content editing. Also, be mindful of spelling and grammar errors. You don’t want your press release to fail to deliver because of a typo.
Additionally, editing helps to ensure that sentences are to the point and concise. And your paragraphs are not padded and get to the point. Finally, editing is essential to the press release writing process as it refines and polishes the copy for publishing.
The Devil is in The Details
The press release is there to give exact information to the reader. Do not pad the text or add unnecessary verbosity to your paragraphs. Stick to the relevant details and make sure all of them are covered.
The attention to detail demanded by press release writing is at the same level as any form of business writing. A missed fact could greatly reduce the impact of the press release. Therefore, it is always a good idea to have a list of essential details to be included in the writing.
Be Trustworthy
Remember always to double-check the accuracy of the statistics that you are quoting in your press releases. You need to showcase that you are credible and trustworthy. If you have external sources, quotes them. The point is to ensure that the information being put out can be trusted.
End on The Right Note
The end is as important as the beginning of a press release. The end is where the reader wants to know more about you. And perhaps a way to contact for more information.
A boilerplate copy is an excellent way to present information about you, the company, or the product in press release writing. So, make sure that it is interesting and highlights the best parts about you, the company, or the product. And where possible, don’t forget to include contact information in the end.
Understand The Limitations of a Press Release
And finally, understand the limitations of a press release. First, it is not a fool-proof marketing asset. Yes, it does help with brand awareness and recognition, but it is not for selling but for telling what the story is.
Secondly, press release writing is meant to generate content that tells stories and highlights a point. It is not geared towards generating content that is for selling. As a result, press releases that sell and don’t tell. They fail to generate the impact organizations are looking for.
And lastly, a press release is meant to be read by a wide range of people. So, there are limitations on how technical or complex the content can be. But, most press releases are meant to be highly readable.
Final Thoughts
There is no need for press release writing to be complicated. However, it needs to have the right tone. It has to have a great headline that brings the user in and keeps them hooked through the crafted narrative.
And remember, press release writing is not simply following some steps. It is a carefully crafted piece of writing that tells the story that you want to tell. It is that story that can help direct the readers to you in a positive way.
So, go ahead and craft the best press release that you can.