CRAFTING A PRESS RELEASE THAT GETS NOTICED
Press releases are integral to media strategy across industries. Done well, they can elevate brand awareness, draw attention to new initiatives, or boost sales. But how can your release rise above the clutter? Take cues from industry leaders like Apple and Nike, whose releases not only inform but also inspire.
GRAB THE READER’S ATTENTION
The headline is your first chance to hook the audience. Keep it clear, engaging, and informative. Consider Netflix’s approach when announcing new series—a headline like “Netflix Unveils a New Era of Original Content with a Star-Studded Lineup” captivates instantly. Your headline should pack a punch but be accurate.
Craft an engaging lead. In a fast-paced digital world, you’ve mere seconds to make an impression. The opening paragraph should communicate who, what, when, where, why, and how. If you’re announcing a product launch, like Tesla does with their electric vehicles, convey excitement and innovation.
OFFER SUBSTANTIVE CONTENT
Provide the substance in the body of your release. Here, your story unfolds. Leverage statistics, quotes, or real-life examples to enrich the narrative. As Nike did during its sustainability campaigns, articulate a problem and introduce how your initiative offers a solution—creating a compelling narrative arc.
Consider the press release by food brand Beyond Meat that detailed the environmental benefits of plant-based diets. They used data to add weight to their story and positioned themselves as a player in sustainable food production. Authenticity is key. Readers can discern between a genuine story and puffery.
USE MULTIMEDIA TO ENHANCE STORYTELLING
Incorporate multimedia assets. Photos, graphics, and videos can dramatically enhance the impact of a press release. Look at Apple’s product announcements. They are visually rich, making new product features tangible and relatable. Visuals draw eyes and can convey complex information concisely.
MAKE IT MEDIA-FRIENDLY
Include a boilerplate succinctly describing your company, similar to how IBM concludes their releases. Ensure your press kit is easily accessible, featuring high-resolution images and concise summaries for journalists on tight schedules.
Consider SEO best practices. Use relevant keywords naturally to ensure your release is easily discoverable online. This can broaden reach and enhance visibility beyond traditional media, attracting the interest of bloggers, influencers, and potential partners.
DON’T FORGET THE HUMAN TOUCH
A press release might be a corporate communication tool, yet it should retain a human touch. Use quotes from key figures in your organization to convey emotion and personality. It provides relatability, as seen when Microsoft’s executives speak about their direction and values.
FINISH WITH A CLEAR CALL TO ACTION
Every great story needs an end. Conclude your release with a call to action (CTA). This could invite readers to visit your website for more information or contact your media team. For customer-inclusive actions, an appealing CTA might encourage attending an event or watching a demonstration, aligning with how Samsung invites consumers to experience future tech.
In summary, a killer press release is clear, captivating, and combines professionalism with personality. Want to ensure your press releases make waves? Partner with PaperBlazer to ensure your documents pack a punch, offering expertise in proofreading, editing, and fine-tuning your writing for maximum impact.
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