Your press release is not just a marketing tool for your business; every press release your company sends out will play a part in how your business is perceived not only by journalist and consumers but also by your competition. If you spend a lot of time writing press releases to promote your company yet, none of them are getting picked up, its time to examine your press release strategy and learn how to do it right!
No product information: If you write a press release to tie in with the release of a new product, this information should be included at the start of your press release, don't lead with paragraphs detailing your company background. Though a little background information is valuable to include it should not be the focus, instead think of background as the foundation. Your article should start with the lead information and work backwards, providing the basic information, and laying the foundation underneath, while still all data is interesting to the reader.
No market relatable information: Press releases should include facts, important information that backs up your claims or better explains the purpose of your press release. For example, a company introducing a new line of digital cameras to the market place would include information on pricing, zoom, resolution, how pictures can be stored, transmitted to computer or other link up options. Any product features would be mentioned, statistics that are relevant and quotes from industry experts would also be useful. Press releases for new products often leave out the price, however to an editor writing a product review or comparing industry products they will want to know how much your product costs. As will the customer base you are trying to reach.
Cater to the convenience for the journalist: The impression you make to a journalist will often determine when your press release ever sees the light of day. When sending a press release spell the editors name correctly, if you choose to send a press release by email photos should normally not be included unless the editor has specifically requested they be added. Email or fax the press release and then have a second copy sent over by courier that includes the image you want included. Though photos are great for inclusion, graphic images can slow down the editors' computer or they may be unable to open a high-resolution image.
Break up information: Press releases should be less than 500 words, but even 500 words is a lot to read. Subheadings, bullet points and charts can be used to break up information into more easily scan able areas for the editor and audience reading it. To make the story easily readable, pay attention to the type of information used. Overly analytical language and obscure words don't impress anyone; they just bore your audience. When using unfamiliar industry specific terms in a press release take the time to explain what they mean. Just because you understand them does not mean a journalist will.
Press releases often have a reputation of being dry, boring and sometimes too technical for the average reader to appreciate. While some press releases do contain statistical and technical data that can often hamper its entertainment value, the actual press release itself does not have to be boring nor does it have to be without personality.
To make your press release interesting, first consider the audience that your press release will be reaching. Consider the audience that your marketing surveys and research are targeted towards and work your press releases from that angle. For instance, does your company manufacture children’s toys or books? To make a press release interesting for this particular instance, you can change the font size of the typed release to make it more playful and fun. You can also play with the colors and style of the release to appeal to a more fun-spirited audience. As with the aesthetics of a press release, work within the confines that are given by the particular media that is making the submission. In the actual content of the press release, be sure to offer the places where the product (in this case, the children’s books) can be found and emphasize that the product is for kids. Perhaps discuss how long the company has been in the children’s services industry and maybe even share a personal story or two from key personnel within the company who have had a direct role in steering the company towards marketing the company’s product. When you appeal to the entertainment value that is within a product or service, you stand a better chance of gaining and keeping the attention of the audience. You also stand the chance to solidify your company’s name in the minds of the customers.
Why should a press release be interesting? After all, isn’t the job of a press release to share information, make announcements and focus on key leaders within the company? Sure it is, but often, if the press release only list those things in a non-interesting and non-engaging format, your press release does not stand a chance of being circulated and shared among other company’s and their representatives. Your press release should also be interesting and engaging to create a buzz among readers and to plant your product name or service in their minds. Since the point and focus of a press release is to bring attention to a company, the last thing that you want your press release to do is to be boring and forgetful.
In cases where seriousness is warranted in a press release and is ideal, it can still be interesting by employing other tactics that will engage the reader. Perhaps after the press release has shared its pertinent company information and made its announcement, it should then share information about upcoming company events to celebrate the announcement or about individuals within the company who will be spearheading or supervising upcoming events. Give the reader more than just a simple announcement to take away from the press release. Offer them something that will make them want to follow the company and see what the next event(s) might be.
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