I was talking a few weeks ago with a prospect who told me that he had worn himself out drafting and sending press releases with information about his company to the media, only to find that they were not being considered. He couldn’t understand how his competitors were capturing the interest of their target audience while his equally valuable information was going unnoticed.
Upon reviewing one of the notes sent by my interlocutor, I was able to identify some common errors in drafting a press release that could discourage the interest of journalists when selecting valuable content for their followers.
Company news can be extremely interesting if an appropriate combination of creativity, figures, and innovative content is used, but above all, if we think about the contribution of our information before writing.
Take note of these four errors when drafting this document:
- Lack of an objective: Before starting to write, it is essential to have a clear understanding of the purpose of the press release, the target audience, and the central theme around which the news will revolve.
- Unattractive headline: Grabbing the reader’s attention is the most difficult and crucial aspect of creating this document. When a topic is already in everyone’s mouths, it’s easy to generate attractive information. The challenge lies in making newsworthy what could be an update of content already covered in the media.
- Excessive company promotion: Every brand manages a set of key messages with which it wants to position itself, but excessive promotion undermines the credibility of the press release.
- Absence of a story: A story can capture the reader’s attention, but a good story will truly captivate them. Remember to include a compelling opening paragraph that communicates the most important points, complement the text with statements from spokespersons, add market figures, and insert key messages within the content in a subtle style that is pleasant and natural for the reader. Finish with an overview and conclude with a strong ending.
Drafting a press release that is attractive to a journalist is not complicated; however, the next time you have this task, remember to avoid these four errors, and perhaps your information will earn a privileged space above your competition.