How to Write a Good Press Release
A press release has many different elements.
While the tradition and format preferences of the past still apply, the modern press release contains extra elements.
Here are a few tips for a more effective press release.
Include a CTA, a visual element, and a quote.
This way, readers will be able to get more information about your product or service.
Listed below are the components of a good press release.
Reverse pyramid formula for writing a good press release
Using the inverted pyramid formula for writing a good press release is easy and effective. In this formula, facts are placed at the beginning of the article and less important ones at the end. Each paragraph should contain at least one sentence summarizing the content. As you move on to the next paragraph, be sure to add details that support the key sentence. Then, use the second paragraph to add supporting details that your readers will find interesting.
Once you have the fundamentals down, you’re ready to write the body of your press release. The first paragraph will contain facts and details. The second will contain supporting detail. The third paragraph will contain a quote from an expert or other source who explains how the information relates to the topic. The fourth paragraph should include boilerplate information about the company or the organization, such as contact information for media representatives.
The main advantage of using the inverted pyramid method is its directness. Readers won’t need to sift through pages to find the most important information. As a result, they’ll be interested in reading more of the information you have to offer. If you follow the formula, you’ll be sure to write a good press release. You’ll get the kind of exposure you’re seeking and be the first to share your news.
The inverted pyramid structure has its roots in telegraph technology, when news outlets were forced to relay vital information first. Nowadays, it’s the industry standard for famous organizations and journalists. The format is easy to adapt to your topic and audience and get the most attention. When using the inverted pyramid formula, be sure to focus on your topic. This structure is also effective for the digital world. The inverted pyramid format makes it easier to write a good press release.
Include a CTA
One of the first steps in creating a successful press release is to include a call to action. Normally, call to actions are found at the end of the marketing material, but they can appear anywhere within the content. Companies often assume that their customers know what they want to do next. But, as consumers become more reliant on marketing materials, they might not know what to do next. In this situation, a CTA can help you direct them to the next step.
A good call to action includes a compelling reason for the reader to click on the link in the CTA. It can be an in-depth study, a list of the top 10 best sellers, or even a checklist. It may be as simple as saying “visit X page to learn more about Y.” In addition, the CTA should include the keywords that relate to the topic.
Depending on what you want to accomplish with your press release, your CTA should be an easy way for readers to connect with you. It should also prompt them to take action. The most common CTAs are hyperlinks at the end of the press release. However, they can also include phone numbers or email addresses. However, you should keep in mind that a CTA can help you increase sales.
The headline of your press release should include a powerful call to action. It should capture the attention of your target audience, and be brief and to the point. It should not sound too salesy, but rather should subtly point the audience to the desired action. You can start crafting your headline by extracting important keywords from your press release. By doing so, you can make several different headlines, each highlighting a different point.
As mentioned, a press release is a form of advertising, but if it sounds like an advertisement, it is unlikely to be picked up by journalists. Journalists are searching for newsworthy stories, so a press release that reads like an article should cause readers to act. This way, it will be more likely to get published and generate more traffic. Also, good press releases should lead to a specific action, such as a sale or a special offer.
Include a visual element
While text is the most common form of media content, press releases can also include images that can add color to the piece. You can include a link to an external resource, an author’s bio, and an image of the product or service in question. Images can be added from your hard drive or from the Media Library. To ensure a high-quality image, upload them in a reputable format.
Studies show that the use of visual elements increases the chances of the release getting read. According to PR Newswire, a press release with a photo or video attached to it received up to three times as many views as a text-only release. Using multimedia, including photos, videos, or infographics, can grab the audience’s attention and drive more traffic to your website. But be sure to make sure your media-ready media is relevant to the story you’re trying to tell.
For a press release to get a wider audience, include quotes. Whether you’re writing for your own use or for an industry-related publication, use quotes to add authority and credibility to your release. Adding quotes from a respected source will demonstrate credibility and authority. Including these quotes is also a good way to make your press release more readable. You should include the full URL when inserting a link.
In addition to writing an engaging press release, remember to include images. Photographs are a valuable addition to a press release. While you must be careful not to overwhelm your text with too many photos, try to balance the amount of images with the content. Too many photos may overwhelm the reader’s attention, so keep them to a minimum. Make sure to include a photo or two to show the author’s contact details. If you have more than one author, their photo will be visible on the newsroom’s main page, and the contact details of the first author will be below the photo slider.
Include a quote
When writing a press release, one of the most effective strategies is to include a quote. A quote adds a human touch and substantiates the story. A good quote is not a boilerplate rehash of company statistics or jargon, but rather a brief statement that adds flavor to your story. You should use the verb’said’ to quote someone, since it is the first rule of journalism school. It is also common among readers, so it’s a good idea to use it as much as possible.
Make sure the quote sounds real. Listen to the person you’re quoting and copy their speech pattern and vocabulary. Using an avatar name doesn’t hurt your credibility, but it won’t add authenticity. Make sure the quote is relevant to your press release and adds value. The more accessible the subject is, the more interest you’ll generate. If you can’t find anyone to give a quote, then try referring to a website or webinar on the subject.
A good quote adds human touch to your press release. It provides a voice to your news and allows you to make a claim that your readers can relate to. Remember, however, that you should not use any boring or vanilla quotes. Even though they add a human touch to your press release, if they’re too bland, they won’t add any value. Instead, use quotes that sound authentic, thoughtful, and memorable.
When using a quote in a press release, make sure to give credit to the person or entity who provided the quote. Don’t attribute a quote to a vague entity, such as a CEO. Instead, give the quote to a project leader or employee, and give them their full name, so they can be credited correctly. Ensure that the quotation is attributed properly by using full names, and don’t use abbreviations to conform to journalistic writing style.
While quotes can be useful as a starting point for your press release, they shouldn’t be used as the only source of information. Use quotes only to strengthen your story, not to replace the information or content contained in the press release. It also helps to avoid weak quotes. The last thing you want is to lose potential readers because of a poorly-written quote. For the sake of your reader’s enjoyment, try using a quote from a reliable source and quoting it correctly.