March 14, 2019
A press release is still an essential PR tool. From announcing a new product or service to expanding knowledge about a brand, press releases have remained a mainstay of journalism, even in the age of social media. When journalists’ inboxes are filled with press releases and news tips, make your press release standout by using the following tips:
- Press Release vs. Pitch: Before beginning to write a release, ask yourself if the story is newsworthy. If it contains an actual news announcement or offers new information – write a press release. If the story doesn’t fall in either of these categories – like a feature story – it is a better fit for a pitch.
- Get to the point: Journalists don’t have time to read long and wordy press releases. Create straightforward headlines that will tell the reader why they should care right away. Then, use your first paragraph to fill in the details – don’t just repeat the headline.
- Always use AP style: Not only will this garner respect from a journalist, but using AP style also heightens your chance of having the story published. A release written in AP style is ready for media and in the correct format, making it ready to run at a moment’s notice.
- Utilize quotes: Personalize a story by including a quote that puts emphasis on the main message of the release. Always be sure to get permission from the quoted individual.
- Include contact information: A press release should always include press contact information so anyone with questions or interview requests can easily reach out.
Following these steps will help to ensure that you are writing the most effective press release. Now go out and get your clients the recognition they deserve!