Press releases are an essential part of launching a new product or service, but they’re also useful for promoting existing products and services. A press release is a short text containing information about your company, product or service that can be distributed to media outlets like newspapers, magazines, radio stations and more. The goal of these pieces of content is typically to get attention from reporters so they’ll write about your company or product in their publication.
Why press releases matter and how they can help your business
Press releases are a great way to get your name out there, build relationships with journalists, and get more media coverage. They can also help you get more customers by convincing them that you’re the best option for their needs.
Press releases are an effective way of getting leads because they often include contact information for the reporter who wrote about your company or product—and those reporters may be looking for new leads all day long!
Understanding the audience: Who are you writing for?
As you’re writing your press release, keep in mind who you’re writing for. Who is the audience? Who is your target audience? What purpose does this press release distribution serve?
Your goal as a journalist or blogger is to inform readers of something they might not know or understand easily. Your goal as a PR professional is to get your client’s story out there through one-way communication like this piece of content (or any other form of marketing).
Both have different goals, which means that each type of journalist/blogger/PR professional needs its own style when it comes to pitching stories and pitches.
The key elements of a successful press release
A press release is a short, sweet, and to the point document that tells readers about your company or product. It can be used to introduce yourself and your business wire press release to the public, get more exposure for an event or launch, announce new products or services and much more.
In this article we’ll look at how to write a great press release that gets picked up by top publications like Forbes, TechCrunch and Recode.
Here are some key elements you should consider when crafting your own:
Crafting a compelling headline that grabs attention
The headline is the first thing that will catch your reader’s attention. It should be short, clear and concise. A good headline should have a clear call to action or question that readers can answer with “yes, I will read more!”
To help you craft a compelling headline that grabs attention, here are some tips:
Write headlines in the present tense (not future), because it makes them sound more personal and relevant to readers.
Use simple words that people can easily understand without having any training in writing copy (like “free” instead of “cheap”). You can also use numbers or letters if they make sense within the context of your article title: “How I Made Money Online” versus “How To Earn $100K+ Per Year From Home!”
Writing an engaging introduction that hooks the reader
An engaging introduction is the first thing that your reader will see. It’s also the first impression you make, so it’s important to write one that grabs their attention.
To do this, you need to keep in mind a few key factors:
Your tone should be friendly and conversational. You want to sound like someone who would enjoy talking with the reader (and not feel like they were being preached at).
Write your introduction as if it were a conversation between two friends who are getting into what you have written–not as if you were having an adversarial exchange with someone who doesn’t understand what you’re saying.*
The importance of quotes and how to use them effectively
The quotes in your press release should be from people who are relevant to the story, not directly involved in it.
A quote from a competitor can help readers understand the other side of an argument, but it won’t do much for you if you want them to click on your link and read more about what you have to say. A quote from someone who has a different opinion than yours can also help readers see things from another perspective—and sometimes this perspective is valuable enough that it might actually persuade them.
If possible, use quotes from people who aren’t directly involved with your industry or product (e.g., politicians or celebrities). This gives readers another point of view that may shed light on why something happened; however, make sure these people aren’t simply saying things they think will get clicks in order to increase their own visibility online by association!
The body of the press release: What to include and what to leave out
The body of your press release distribution services should include a brief description of what you’re announcing, as well as some quotes from the CEO or other senior executive. This is where you can also mention key competitors if they are relevant to your target audience.
You should also include links to your website and social media pages so that people can learn more about what makes you different from other companies in the industry (and hopefully buy).
Formatting your press release for maximum impact
The first thing you should do is determine the tone of your press release. Some pr news sites are looking for a more formal tone, while others prefer a conversational one. The best way to know what kind of voice works best for your story is by reading through some of the content on these sites and seeing how they present themselves.
Editing and proofreading tips to ensure your press release is error-free
You’ll want to use a spell checker and grammar checker, as well as a hyphenation checker and capitalization checker. These free tools will help you make sure your press release submissions is error-free before sending it off to the editors at major publications like Forbes or The New York Times.
A word count tool (like Word Count Online) can also be helpful for checking for errors in your writing style and punctuation.
The dos and don’ts of press release writing
When writing a press release, it’s important to keep in mind the following dos and don’ts:
- Be concise. The ideal length for a press release is between 300-500 words. Anything longer will require more time from your audience, which can lead to lower engagement and higher bounce rates.
- Use active voice when possible—and avoid passive voice as much as possible! In other words, don’t say “the company’s CEO” instead of saying “the CEO” (unless you’re correcting someone else’s grammar). This makes it clear that this person is actively leading their team toward success through hard work and dedication—which means they deserve more credit than simply being “in charge.”
- Avoid using contractions when possible; if there are any in your text but aren’t essential for clarity or understanding then consider deleting them altogether! Contractions like “don’t” or “can’t” are often used incorrectly by native English speakers who assume they’ll be understood by everyone reading their material; however most people won’t know what these terms mean since they’re not common phrases used elsewhere outside literature like novels or poetry poems (etc).
Using multimedia to enhance your press release
When it comes to multimedia, there are two main types: text and video. Text is used for more general topics like pr newswire, while video can be used for specific ones (like product launches).
The first thing you need to do before uploading your press release is make sure it has all the relevant information in it. You don’t want any typos or factual errors that could cause readers frustration or confusion; this will only serve as an opportunity for them not to click on your link!
Next up: choosing what type of multimedia would best suit each type of press release you’re writing—or even if there even should be one at all! For example: If someone writes about a new product launch then maybe they’ll use an Instagram photo instead because nobody wants their feed filled with boring old text links when they could just browse through someone else’s Instagram feed instead…
Distributing your press release: How to get it in front of the right people
Now that you’ve got a good idea of what makes a press release great, let’s talk about how to get it in front of the right people.
After sending out your press release, there are some things you can do to make sure it reaches its intended audience:
Send it out again! If you didn’t get enough responses from journalists or publications, send out another one with updated information.
Get social media involved! Your most powerful tool for reaching new audiences is through social media—and if there’s one thing we’ve learned at PR Week over the years, it’s that most journalists and publications are active on Twitter and Facebook accounts. So reach out there!
Following up with journalists and publications after sending your press release
After sending your press release, be sure to follow up with a phone call or letter.
If you haven’t heard back from the publication within a couple of weeks, then consider sending them a follow-up email or letter.
If they still haven’t responded after that time frame, try calling them again—it’s always best to contact people directly rather than leaving messages on voicemails or answering machines (unless it’s an emergency).
It’s also helpful if you can get in touch with other journalists who might have worked on similar stories as yours so that you have more options when reaching out for coverage.
Measuring the success of your press release and making adjustments for future releases
You should measure the success of your press release by looking at how many people read it and where they found it. If you don’t reach your goals, what can you do to improve? In this case, I would suggest making adjustments for future releases based on results from previous ones.
In terms of measuring what readers are doing after reading your release, there are two main options:
Track reader activity via email signups (or other means) through analytics software like Google Analytics or HubSpot SalesIQ (both free). This lets you know where people are clicking on links in the text; if someone reads an entire article but doesn’t sign up for an email list because they didn’t see anything that interested them in particular there’s no need for additional promotion! It also shows which sections were most popular among readers so far…and so forth!
Real-life examples of successful press releases and what we can learn from them
There are many steps to take when writing a press release, but the most important one is choosing an angle. It is essential that you have a clear idea of what you want to communicate in your story before getting started on the actual content. It’s also important that you know how much information about yourself and your company can fit into one document without overwhelming reporters or editors with too much information (and making them feel like they are reading an encyclopedia).
It’s also important not to use hyperbole in any form; while it may be easy for us humans who rely on words as our primary means of communication, journalists don’t always understand how they should write their own pieces — so avoid using overly dramatic language when describing accomplishments!
Press releases are an invaluable tool in the hands of a business wire news owner or agency that wants to reach out and communicate with the media. They’re also a great way for companies to keep their customers informed about new products or services, as well as help them build brand recognition among potential customers. But before you start writing your own press release, consider these tips:
- Be sure it contains all relevant information about your product or service;
- Write an engaging introduction so that readers will want more after reading it;
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Write clear body paragraphs with concise sentences (avoid jargon); Include quotes from experts who can speak directly on behalf of your company; Make sure each sentence begins at its own indentation point within its paragraph (more here).
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