In the digital era where social media reigns supreme, press releases remain a robust tool for businesses to disseminate important information. They are instrumental in shaping a company's public image, and believe it or not, a well-crafted press release can even go viral, catapulting your brand into the limelight.
Writing press releases, like any other form of writing, is an art. They are also a fundamental part of any public relations strategy. They serve as an official statement of your company's or organization's latest news, and should be designed to attract the attention of journalists and media organizations. Of course, the idea is to generate extensive media coverage for free.
What To Know Before Writing a Press Release
Creating a viral-worthy press release is as much an art as it is a science. It requires a deep understanding of your audience, a flair for storytelling, and a knack for presenting information in an engaging manner.
1. Identifying a Significant Event/Person/Product
The first step in writing a press release is identifying newsworthy content. News can be anything from a new product launch, a significant event, or a person of interest. It should not be promotional or sales-focused, and it should indeed interest the reader or the journalist who reads it. There must be a story to tell, a unique angle that makes your press release stands out.
Significant events can include mergers, collaborations, partnerships, acquisition of new businesses, or achieving business milestones. New product launches, or the upgrade of an existing product, are also traditionally newsworthy. People of interest can vary from new hires – especially in key positions – to customer testimonials and experiences.
2. Applying SEO Best Practices in Writing Press Releases
Search engine optimization (SEO) is not just for blogs and websites. It's now a feature of press releases too. SEO can help press releases appear in relevant search results, giving your news more visibility and reach. Make sure to use relevant keywords strategically throughout your press release – in the headline, subheadings and body copy.
3. Consideration of Audience and Appropriate Language
Remember that your press release needs to communicate a message to your target audience. Accuracy and clarity are keywords here. This is no place for jargons or complexities. Break down complex ideas into simple sentences. Be specific, be concise. Avoid any kind of ambiguity. The idea is to deliver your message in as few words as possible.
4. Usage of Keywords and Links in Press Releases
The proper use of keywords and backlinks in press releases is crucial to the success of your SEO strategy. Keywords help your press release show up in search results, increasing visibility, and traffic to your website or blog. Links, on the other hand, can drive traffic to specific pages on your website, thereby increasing the chances of conversions.
Getting Down to the Details: How to Write a Press Release
Now, let's consider the structure of a press release. It's deceptively simple - headline, lead paragraph, body, and boilerplate. That's it. But don't be fooled. Each of these elements requires thought, creativity, and a knack for storytelling. Yes, you heard it right - storytelling.
Your press release isn't a dry, boring, corporate document. It's a narrative, an engaging tale about your company, and a window into your brand's world.
Crafting the Headline – The First Impression Counts!
Remember the last time you clicked on an article simply because the headline was too enticing to resist? That's the magic we're trying to create here. So, how do we craft a headline that's like a love-at-first-sight experience?
One golden rule is to make it catchy yet concise. It should encapsulate the essence of your news but do it in an enticing, pithy manner. Now, that's easier said than done, right? But don't fret. Here's a tip - use strong action verbs and relevant keywords. If you're launching a new product, words like 'unveils', 'introduces', 'breaks ground', can add dynamism to your headline.
Consider these two examples - "Company X Launches Product Y" vs. "Company X Unveils Game-changing Product Y". Which one would you be more likely to click on? The choice seems pretty clear, doesn't it?
The Lead Paragraph – Make it Count!
Your headline may be a powerful hook, but your lead paragraph is where the real bait lies. It's where you condense the key details of your news into a succinct, gripping narrative.
Start with the most important information - who, what, when, where, and why - but present it in a way that entices the reader to read further. Consider beginning with a compelling statistic or a provocative question that relates to your news. For example, if you're launching a revolutionary fitness app, you could start with, "Did you know that 75% of people give up on their fitness goals within the first month? Company X is about to change that with its ground-breaking new app!"
Remember, the lead paragraph should not just be engaging but also informative. If a reader only reads this part of your press release, they should still have a clear understanding of your news.
The Body – Where Your Story Comes to Life!
By this point, your reader is hooked and ready to dive into the details. Here's where your storytelling prowess really comes into play. Each sentence should add something new to your narrative. Remember, every word counts.
Reveal more details about your news, back it up with relevant data and quotations from key personnel. For instance, the CEO could share the vision behind the new product or the potential impact it could have. Don't forget to weave in relevant keywords and links with compelling anchor texts throughout the body to enhance SEO.
Maintain a natural, conversational tone throughout. Imagine you're explaining your news to a friend over a cup of coffee. You wouldn't bore them with corporate jargon, would you? Then why do it to your audience?
The Boilerplate – The Curtain Call!
Just like a strong ending can elevate a movie, a well-crafted boilerplate can wrap up your press release on a high note. The boilerplate is a brief paragraph that gives a snapshot of your company. It should provide essential information about your company, such as what it does, its mission, and its achievements.
Remember, keep it factual, concise, and engaging. Avoid sounding promotional. After all, you wouldn't brag about your accomplishments on a first date, would you?
Frequently Asked Questions
1. What is the purpose of a press release?
The primary purpose of a press release is to attract favorable media attention and stir public interest by sharing relevant and newsworthy information about your organization or its products/services. It is not meant to serve as a promotional or advertising tool but is rather a communication channel to keep stakeholders, such as customers, investors, and the media, informed about important developments.
2. How long should a press release be?
Ideally, a press release should be between 400 to 500 words. This length is enough to provide all the relevant details while maintaining the reader's interest. Remember, press releases should be concise, compelling, and loaded with the most important information in the initial paragraphs.
3. What elements should a press release contain?
A typical press release is composed of a headline, lead paragraph, body, and boilerplate. The headline should be catchy and summarise the news. The lead paragraph provides the essential details (who, what, when, where, and why). The body delves deeper into the news, and the boilerplate offers a brief overview of the company.
4. How can I make my press release go viral?
To make your press release viral, ensure that it is not only newsworthy but also engaging. Start with a catchy headline, follow with a compelling lead paragraph, and flesh it out with a well-crafted body. Authenticity, storytelling, and a clear understanding of your audience are crucial. It's also beneficial to optimise your press release with relevant keywords to enhance its online visibility.
5. Should I use jargon in my press release?
While industry-specific terminologies can give your press release a professional tone, overuse can make it difficult for a layperson to understand. Remember, your press release may be read by people outside your industry, including journalists, who may not be familiar with industry jargon. Therefore, it's advisable to keep the language simple, clear, and concise.
Conclusion
Remember, a press release is not just a corporate document, but a powerful tool for connecting with your audience and the media. So the next time you sit down to write a press release, don't just think about what you want to say, but also how you can say it in a way that resonates and engages. Who knows, you might just have a viral press release in the making!
So, are you ready to craft your compelling narrative and write a press release that might go viral? With the strategies and tips discussed in this guide, you're well on your way to making your next press release a powerful tool in your marketing arsenal. Remember, compelling narratives are all around us. It's up to us to find them and tell them in a way that captivates, engages, and leaves a lasting impression.
Crafting compelling PRs is just one of the many ways to make your brand seen and heard. Ready to elevate your brand? Discover how to optimize your social media profile to boost your visibility!
