Every great press releas e uses the inverted pyramid formula to do this:. You include the most pertinent details right at the top and then get into the less vital aspects as you go on. Including quotes is a good way to boost the credibility and personality of your press release to a reader.
However, always ensure that your quote is relevant in the context of the article. Your boilerplate is a standardized copy of what your organization is and stands for. When you write a boilerplate, you are essentially condensing facts, business aspirations and marketing goals — all into one short paragraph.
For a more in-depth look at how to write the perfect boilerplate, click here. You need to include your media contact information for reporters to get in touch with you.
Include your email id and phone number to give them a point of contact when they want to reach out to you. Take a look at this product launch PR Release from Apple. It has all the elements of a good press release in the perfect order. Before the intro para or lead, it mentions where the news is taking place. In this example, the location is New York. The lead gets right to the point. The journalist knows that this is a new product release.
It starts off by including a quote from a senior ranking official describing why this new release is a huge achievement for Apple. This establishes a human element that helps them reach their audience better. Note how the media release also follows the inverted pyramid formula well.
At the start of the article, it distills the purpose of the robot into very easily understandable terms. It also focuses on something with an obvious social and emotional impact for a reader. However, unlike other types of press releases, this official statement includes the contact information within the body itself.
One important thing to keep in mind when crafting a new hire press release is that you mention the name of the individual and the designation they hold in the title itself.
This is especially important as the core of this official statement is condensed into those two points:. Using the lead to note down the qualifications and past achievements of the individual is also a good idea. Ideally, all three of those components should be answered by the time the lead is up, as is done in this event press release.
Is it boosting your social media following? Building brand awareness for a crowdfunding campaign? Tapping into physical media like newspapers? Remember a crowdfunding press release for a new innovation will look a lot different than a nonprofit press release looking for donations!
Journalists go through hundreds of pitches every day. Can you imagine a book press release being sent to a publication who exclusively deals with music? You can find out more about how to pitch to the right journalists and publications here.
Just like in social media marketing, the timing of your content plays a huge role. The time you release a press release can make or break your chances of success. You would ideally want to send a press release at a time when it can get the most exposure.
Ideally, your press release should arrive at a time when reporters and editors are willing to go through it. Every good news story has an angle, or in other words, a perspective that your story will take. By setting up a clear perspective for your press release, you can attract more journalists looking for something newsworthy to make the front page. If you want to create a succinct press release, following the 5 Ws in the first half of your structure is especially powerful.
If you include a quote from the company, writers will be able to use it in their own stories. Keep in mind that reporters and writers are already super busy; the more work you create for them, the less chance they will cover your story. A press release is the type of content where you need to put on your best copywriting hat.
Keep it short and to the point — ideally, no longer than words. Journalists follow AP style, and you should, too. This will make your information easier for them to use. Visit APStyleBook. Press releases sometimes employ bullet points at the start of the release to summarize the essential details. This is to make it easy for the journalist to grasp the story and the angle.
They usually consist of 1—3 bullet points and are placed between the title and the body of the rest of the press release. This is where you will need to hook the reader.
Since the summary occupies the beginning of a press release, you will find that this section is also the one that gets pulled into the search results the most.
Therefore, writing it well is doubly important. Ideally, you should write the body of the press release first and leave the summary last. That way, you can summarize the main points with more insight. As we outlined above, a summary serves as an introduction to the topic and is placed at the beginning of a press release. It can be in either bullet points or a short paragraph.
A lede is the very first paragraph right after the summary. It plays essentially the same role: to lead the reader into the story. Therefore, you can apply the same best practices for both of them, except that a lede does not need to be condensed.
You can expand on your story and construct a more complete picture for the journalist. For example, you can further specify your news piece by adding quantifiable info. The reporters at news outlets, who are reading your press release, will need to know who to contact for more details. This section is provided at the end of a news release.
Some companies also include a link or two to downloadable media assets. Modern press releases are carrying a lot of formatting preferences from the olden days, out of tradition. Here are some additional elements to watch out for when writing a press release. One of the first things that stand out in a press release is the location and the date noted at the beginning of the lede.
This is how it should look:. Peter Schmidt Group was selected as the new global lead agency for the brand identity. This is in practice because companies sometimes embargo the publication of new press releases until a certain date.
The DC Line. German automaker, Volkswagen , accidentally published an unfinished press release stating that their operations in the U. Later, the company said that this was going to be an elaborate April Fools Day prank for marketing purposes.
A press release is the type of announcement that will get many eyes during the media distribution phase. Speed up your review by finding a grammar checker that suits your needs. There are a few ways you can get your press release distribution going. Some involve paid options, some build on networking. Starting a database of reporters and editors can be something as simple as loading their info into a spreadsheet. You can try using a platform like Prowly to find the right journalists and their contact info.
Editors like having exclusives. If your story is perfect for one particular publication, consider offering it to them alone. Think Newswire , Cision , or Muckrack. With a distribution service, your press release can get picked up by tons of different outlets. As your content production ramps up, you will likely find that wire platforms are the fastest and direct pitches are the most impactful solutions. Sending your press release at the right time is crucial to help get it the maximum amount of exposure.
The most important stories get sent early in the week, while stories that go out on a Friday afternoon usually get buried. Editors typically assign stories early in the week, so aim for Tuesday; beating the Monday rush while still getting in front of them at a good time.
Especially if you have an urgent press release on your hands, shooting off a quick eblast to your mailing list can start gathering a growing audience for your release. When it comes to media coverage, a no-brainer is to ensure you have a media section on your website. You can put together a page or two with a simple website builder. Having this section in place helps your SEO, discovery by other journalists, and it also adds a layer of authority to your business. If your story does get picked up congrats!
Pro tip : To boost your relationship with the journalist who published your story, you could offer them exclusivity to your releases going forward. You have all the skills to write a stellar press release, why stop there?
Continue learning in-demand PR skills to grow your brand and boost your resume. Become a certified public relations strategist to learn how to reach new audiences, boost brand credibility, and create growth based partnerships. Think of the subject headline as a Tweet. Is this something you would open?
Send to your friends beyond your cubicle, ask them. Talking to Marcia down in HR or Bob in accounting won't bring in the honest outside perspective. Here are some great ideas from Cision written by Susan Payton:. Get to the Point.
What's your pitch about? Say it. Avoid "echo headlines" where your Headline, sub-headline and first sentence say the same thing. Do you like excessive repeating? Links to websites with even more information are great, too. And you HAVE to have contact information at the end. This is where you follow up on the headline and create something tasty.
Subjects can be complicated to begin with, especially when it comes to science and technology, so language that really cuts to the chase and explains the news is most helpful.
I always like to say, explain it to me in a sentence or two like you were telling your Grandmother, before getting into the specifics. Tell me more. The subject seems dull. All caps? More bad examples were posted by the PR Coach:. How unique. A new sales channel only the home office cares about.
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