How Can You Craft An Effective Press Release?
In the fast-paced world of media, crafting a press release that captures attention is crucial. We sought the expertise of founders and PR specialists to provide their single best piece of advice. From leading with a newsworthy angle to creating a compelling headline, discover the top four strategies for making your press release stand out.
- Lead with a Newsworthy Angle
- Craft an Engaging Opening Sentence
- Keep Press Release Super Simple
- Create a Compelling Headline
Lead with a Newsworthy Angle
The most effective tip I can give for writing a compelling press release is to lead with an attention-grabbing and newsworthy angle. A press release must grab the attention of journalists and editors, who review countless pitches daily. The trick is to highlight what makes your story different, relevant, or newsworthy right up front, in the headline and first paragraph.
Pay attention to what difference the announcement is making, how things might be different, or what problem it is solving. Make the language crisp and clean, and free of jargon and buzzwords. Embed data and quotes from the individuals most affected by the news, so that the story is not just informative but also interesting.
This will make your press release more likely to be picked up and, more importantly, help you to develop better relationships with journalists by providing them with useful material in a simple and straightforward way.
Craft an Engaging Opening Sentence
Consider a journalist who receives a ton of emails; how can yours stand out? Create an opening sentence that grabs attention by highlighting the true benefits and employing powerful verbs. Unlike 'New App Launched,' consider 'Revolutionary App Makes Learning a Piece of Cake!' Make sure it's newsworthy, concise, and clear. Add a personal touch, such as an observation from a pleased client or a mind-blowing statistic. Since journalists tell stories, give them the juicy details in an engaging manner.
Keep Press Release Super Simple
Keep your press release as super simple as it can be. That's a golden rule for writing press releases. Don't use complicated language; journalists don't love a complex approach. Make sure the message you are trying to convey can be easily understood by anybody reading the press release.
Create a Compelling Headline
A single, crucial piece of advice for crafting an effective press release that stands out is to ensure that the headline is compelling and directly conveys the unique value or news angle of your story. The headline is the first, and often only, opportunity to capture the attention of busy journalists and editors. It should be clear, engaging, and succinct, emphasizing what makes the news significant or beneficial to the reader.
For example, instead of a generic headline like "Company X Launches New Product," a more captivating headline could be, "Company X Sets Industry Standard with Revolutionary Product Innovation." This not only highlights the newsworthiness of the product launch by suggesting it's a groundbreaking development but also immediately positions Company X as a leader in its industry.
A well-crafted headline acts as the gateway to the rest of your press release. If it can quickly grab attention and make a clear promise of the release's value, journalists are more likely to read on and consider covering the story. Remember, in the fast-paced world of news and media, a headline that effectively communicates why your news matters can make the difference between a press release that gets coverage and one that gets overlooked.
