Crafting Effective Press Releases: A Beginner's Guide
In the dynamic world of marketing and promotion, little comes cheap. No matter where you try to sell your business, there's always a cost, whether in time, money, or stress. Including the age-old press release in your marketing strategy for communicating announcements, milestones, and updates can yield surprising results.
And they're remarkably cheap and easy to do.
Wily PR firms will do their utmost to convince you PR is a 'dark art', an arcane skill, or an alchemist's potion. In fact, crafting a compelling press release isn't reserved for seasoned PR professionals; instead, it's a straightforward process that anyone can master with a bit of guidance and practice.
So, now we've debunked the myth that press releases are some kind of Gordian knot, let's see how easy they are to create:
What's Your Message?
What do you want to say about your business? It could be anything like increased profits, job creation, new products, funny stories, charity work, industry news or a leadership change. If it is likely to interest a broader audience, a press release sent to journalists, editors, and media outlets will inform them about these newsworthy events.
Your primary objective is to garner media coverage and generate interest and awareness among your target audiences.
Structurally Sound
Press releases use long-held conventions and formats that make them easy to create and for media organisations to use. Typically, a press release consists of the following elements:
- The Headline: A catchy and informative headline encapsulates the announcement's essence.
- Dateline: The city and date of the press release's issuance.
- Introduction: A brief introductory paragraph summarising the announcement's most important details.
- Body: The main content of the press release, including additional information, quotes, statistics, and relevant details.
- Boilerplate: A short paragraph about the company, organisation, or individual issuing the press release.
- Contact Information: Contact details for media inquiries or further information.
Writing Style
Writing a press demands clarity, conciseness, and a journalistic tone (or as close as you can muster). Use short sentences and paragraphs, an active voice, and avoid jargon or technical language that may confuse readers. Remember, the goal is to convey your message clearly and succinctly. News outlets get thousands of these, so you must get your message across with a minimum fuss to improve your chances of inclusion.
But Is It News?
That's an interesting question. The key to a successful press release lies in its newsworthiness. Ask yourself: Why is this interesting to others? Whether it's a product launch, company expansion, partnership agreement, or noteworthy achievement, your press release must offer something valuable to journalists who need to fill their outlets with reader-friendly content.
Set It Free
Once you've crafted your press release, the next step is distribution. Fortunately, numerous online platforms and distribution services make it easy to disseminate it to journalists, bloggers, and media outlets worldwide. Choose reputable distribution channels that align with your target audience and industry niche. Additionally, if specific magazines or websites are relevant to your industry, look on their website for an email address where you can submit your release to them.
Measure Results
After distributing your press release, remember to track its performance and impact. Monitor media coverage, website traffic, social media mentions, and other relevant metrics to gauge the effectiveness of your press release campaign. Analyse what worked well and identify areas for improvement in future releases.
Stop The Press!
Crafting effective press releases is straightforward and cost-effective. It's a process that is accessible to every kind of business. By following a simple structure, adopting a clear writing style, focusing on newsworthy content, and effectively leveraging distribution channels, anyone can create compelling press releases that capture the attention of journalists and audiences alike.
While it can't be guaranteed that everything you send out will be picked up, given the relative ease of the process, keep trying and learning what works. One day, you'll succeed, and you'll be one step closer to your business goals.
Indeed, it's not hyperbolic to say that one successful bit of PR can be a game-changer, so give it a go!
So, whether you're a small business owner, nonprofit organisation, or aspiring entrepreneur, embrace the power of press releases as a cost-effective and impactful tool for sharing your story with the world.
Of course, if you still need help, contact us. We've written many PR pieces and have an outstanding record of placing our clients' PRs, so let's have a no-obligation chat.
