That’s right, Wonka – at this PR agency, we are tasked daily with writing press releases for our clients… and we do a WICKED GOOD job! Whether it is an event announcement or a new product launch, we know that it is important to get the right messaging and details out to the media in a timely manner. Here are some of our tips for getting the most out of a press release.
1) Be concise: Remember that the media receives thousands upon thousands of press releases, so make sure that your press release is clear, concise and to the point. It is unlikely that media will even read a one-page press release in its entirety, so be sure to get your point across quickly and stick to one clear topic.
2) Be informative: Grab the media’s attention immediately by listing your most pertinent information in the first paragraph. Save all the fluff for later! The first paragraph should tell the media exactly what they need to know to make a decision, and the following paragraphs can go into further detail about the announcement.
3) Include a compelling quote: Note the word “compelling.” The third paragraph is a great place to give voice to the brand by including a quote from the brand’s top executives. However, a quote is only effective if it adds value or offers additional information to the press release. “We are excited to launch our new product!” just won’t cut it.
4) Use sparingly: As mentioned before, the media receives thousands of press releases at a time. With that in mind, it is best to reserve your press releases for important news only. If you bombard the media with non-news releases, they will lose interest in your brand altogether, and you can be sure that they definitely will not read your press release when it is time for important news.
5) Use the press release as a resource, not a pitch: This one is probably the most important tip of all! Though the press release is loaded with all the proper messaging and detail, it still takes an amazing pitch to entice the media to want to read your press release. NEVER use the press release as the pitch itself; rather, use the press release as a supporting document to your pitch.
From our office to yours, HAPPY WEDNESDAY!
XO! -Brandy Shuman