A press release is a valuable tool for making an announcement, informing about a product launch, or telling an interesting story. Through this document, companies and organisations have a great opportunity to reach their target audience through the media.
When drafting a press release or receiving one from your communication and public relations agency, ensure that it meets certain characteristics if you are looking for not just one but several successful publications.
1. Mind your spelling and grammar.
Remember that your press release will be read first by a journalist, a professional who likely has impeccable writing skills. Sending a press release with spelling mistakes will create a bad impression of your company. To avoid this, use the spell checker in your word processor. Don’t forget to consult the dictionary to clarify any language doubts.
2. Include figures and statistics.
Figures and statistics are the perfect seasoning that should never be missing. Reading lines and lines about a single topic without contrasting the information with numerical data or what the market says about an issue is like eating a dish without salt. Look for information from official organisations related to your central theme, consider data that strengthens your message so that your brand is seen as a leader in your industry.
3. Provide sufficient information.
Make sure to provide all relevant information that details your story well. Select and recount events, highlighting moments of interest and discarding excessive and unnecessary details. Do not assume that your reader knows everything or has complete information about your product or service. It is up to you to provide the context, start with an introduction, develop the topic, and close with a conclusion.
4. The spokesperson and their contribution.
It is not only about talking and talking about how good your product is, but it is also important to add a human touch to the information. The CEO or CIO should provide some statements that bring them closer to their readers to establish a connection with their target audience and readers in general.
5. Write an attractive headline.
The first thing that will catch the attention of the journalist reading your press release will be the headline. If it is unattractive, does not inform, or worse, does not capture attention from the first minute, then it will not be considered for a possible publication. Write concise, direct headlines, use wit and wordplay to tell a story that invites readers to read the entire text.
Next time you write or edit a press release, consider these tips, capture the attention of the reader, and achieve your positioning objectives.
