Press Release Checklist: Are You Doing These 5 Things Correctly?
Press Releases can help your business gain publicity through the media. Having media attention gives your business credibility. Here are some tips to boost your press release’s appeal. .
Proper Format: All of your press releases should be written in the proper format. Your goal should be to give you and your business a professional air. You will need to review your press release, checking spelling, grammar, and punctuation before sending it to any media source.
Keep it Clear and Concise: Your press release should be no longer than two pages. Media outlets receive lots of press releases and don’t have time to read a ten page report. Keeping your writing clear and concise allow you to fit in the important facts without going over the two page limit. As you decide what information to include, answer the following questions: who, what, why, where, when, and how.
Emphasize Benefits to the Reader: Your press release should encourage readers to do something. Depending on the situation, you might tell them to check out your website, visit the grand opening of your new store, or attend your special event. Your writing should emphasize the benefits that your reader will receive by taking part in whatever it is that your press release is promoting. Instead of just writing a straightforward advertisement, make potential customers see what’s in it for them.
For example, a press release about a new food processor needs to tell readers more than the simple facts that the new product is more compact than older models. Make customers see the benefits they will derive from purchasing it by wording it differently. You could say, “The compact size of our new food processor will let customers maximize counter space while chopping up foods with just as much power as previous models.” This tells your reader why they need to buy your product.
Make It Interesting: If your writing is boring, no one is going to want to read it. Try to find a balance between straight facts and excitement. Using the example of the food processor above, announcing that ‘our new food processor will be available this spring’ isn’t as catchy as ‘our new space-saving food processor will be available this spring, just in time to help you chop fresh vegetables for your summer salads’.
Remember Your Target Market: As you write and submit your press releases, keep your target market in mind at all times. By keeping your audience in mind, you will be able to focus on what information to include and where to submit your press releases.
You wouldn’t, for example, submit a press release about a children’s health event to a newspaper’s travel editor, since this will not help you get your information to your target audience.
Filed under: Writing & Speaking