Press releases still serve a very important PR and marketing purpose. Whether you distribute them online or email them to reporters and bloggers, the goal is the same—to get your news read by as many people as possible.
In order to achieve this goal, you need to write better press releases, because the sad truth is most press releases just suck. Here are 4 ways you can write better press releases.
- Find a unique angle—The average reporter is bombarded with press releases all day long. They’re probably receiving press releases from your competitors too. That means it’s crucial that you do something to make your press release stand out from the crowd. The same old, tired, straightforward press release about a bland topic no one outside of your company cares about just won’t cut it. You need to find a fresh approach to your stories to make them more relevant and more compelling.
- Don’t write to the template—Nearly every press release looks the exact same. The headlines are the same, the opening paragraphs are the same, the buzzwords are the same, and the dull, lifeless quotes are the same. If you want to distribute a press release that gets noticed, you have to steer clear of the paint-by-numbers style of press release writing.
- Know thy audience—Who is going to be reading your press release? Reporters? Buyers? Investors? Affiliates? Customers? Know your audience, and write your news in a way that appeals to their main interests.
- Edit. Edit. Edit.—Too many press releases are filled with fluff. That is, they contain irrelevant, useless information that does nothing but boost the word count. Your readers, no matter who they are, are pressed for time. They just need the main points of your story quickly and clearly. Anything that doesn’t need to be in the press release should be cut out. Get rid of the buzzwords and industry jargon while you’re at it.
What press release writing tips would you add to this list? Share them by leaving a comment below.