When was the last time you read a press release from start to finish? Can’t remember, can you? That’s okay. Most press releases are uninspired drivel that even the creators don’t expect recipients to read in full. Anything past the headline is a bonus.
But why is this the case? Why shouldn’t you invest a little extra time and effort in the press releases that you very occasionally — emphasis on very occasionally — use to promote your company?
A great press release displayed in your Professional Press Kit — perhaps a perfect press release — is within your capabilities to produce. Here’s how to make it happen.
Don’t Forget the Dateline
The “when” and “where” of your story might well matter to your readers, even if it doesn’t to you. Some press release distribution platforms require a dateline to complete your order, but others make it optional. If that’s the case, make sure yours includes one. Including the city and state is necessary as well as an actual date. Here’s how it should look in the wild.
Include Three or More of the Five “W’s” in the First Paragraph
Your press release should answer all of the five “W” questions by its concluding sentence. Those are the:
- Who
- What
- When
- Where
- Why
(Do not forget the “How” either.)
For best results, front-load your answers. Include at least three of the five “W” questions in the first paragraph, and more if you are able to fit them in naturally.
(Your press release paragraphs should also be short and punchy. One of the most common press release mistakes is the use of self-congratulatory filler. Close behind is the use of unnecessary corporate jargon, because it “sounds important.”)
Tell the Readers Why They Should Care
If you front-load the five “W” questions as you should, you are well on your way to ensuring your readers care about your story. However, these answers are not enough on their own, particularly if you are announcing a “win” that is self-evident to you and your team but abstract to your audience.
This is why it is important to contextualize your press release. Without coming off as too braggy, compare what you describe to a similar event or instance (or whatever) that your audience might know about. Alternatively, contextualize it with reference to the competition. How is what you achieved different and hopefully better from what competitor A, B, and C did last year?
Tie the Story to a Broader Trend or News Item
An easy, effective way to contextualize a corporate event is to tie it to a broader trend or news item. Read enough professionally written press releases. Then you start to see a pattern. Most have a clear “news hook” that makes the situation tangible, immediate, and compelling to the readers. (At least, that is the hope.)
Don’t think your story has a news hook or fits a trend line? Think again. Open Google News, search terms related to the story, and start ideating.
Cut Out the Fluff — but Don’t Shortchange the Story
Remember the fluff. Always remember the fluff. Your press release can contain adjectives and adverbs. It should also include brief “about” sections for each featured individual or company, which we’ll get to shortly.
However, it should not go on and on about how great you or your company is. It should also not go on how amazing whatever you’re writing about has the potential to be. Yes, this is a big deal, and yes, you deserve some credit for it. Just remember to keep it in perspective. Moreover, stick to a “just the facts” approach as you describe it.
Add a Brief “About” Section for Each Featured Individual or Company
These sections should come at the very end of the press release. They should not be excessively long — a few sentences of no more than 20 words each should do. And like the rest of the press release, they shouldn’t be excessively braggy or in the weeds.
Choose Your Distribution Channels Carefully
Cut-rate press release distribution channels are just that: cut-rate press release distribution channels. Limit your distribution to respected outlets like PRNewswire and BusinessWire, and work on building lists of publishers and influencers that you can share your stories with directly. Your conversion rate will be far higher on direct outreach.
Make Your Next Press Release the Best One Yet
Will your next press release be your best ever? That depends on whether you’re ready and willing to put these lessons to the test. None of this is rocket science, of course. It is more like tweaks or additions to a process you probably already have down cold. (Or your PR team has down cold.)
Still, breaking old habits is hard. The good news is that unless you have something truly monumental in the works, you’re not up against a clock. Take the time to get it right. Then be pleasantly surprised by the reaction you get when your first new and improved press release goes live.
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