One great way to be featured in the news is through press releases. A press release is an official statement issued to a newspaper and other targeted publications to let the world know about company updates. If the media finds this press release relevant or interesting to their publication, they will then feature it.
For decades, press releases have proven to be effective and produce results. On any given day, 1,800 press releases are published in the US, according to PR Daily. It’s important to find ways to ensure that your press release grabs the right person’s attention and inspires them to write about your brand. Here are six tips to help your press release stand out.
1. Speak to Your Target Audience
When writing a Press Release, it’s important to be conversational and speak in a way that would best resonate with your target audience. For instance, if you are writing a release for a lifestyle space, have some fun with the tone and style. Your press release does not need to be written for everyone, just for those that you want to write about your brand.
2. Pay Attention to Your Headlines
Headlines have always been important, but with more brands creating content and sharing releases, strong headlines are now key to gaining clicks. Today, effective headlines need to be between 50 and 60 characters at most, the latter of which is Google’s cut-off point. Another great rule is that if it doesn’t fit the Twitter character count, it’s too long.
The goal of headlines is to get users to click. Read your headlines before publishing them and ask yourself if your headline would encourage you to click to read more. Then ask if your headline is concise but descriptive and specific enough to stand out.
3. Be Brief but Thorough
It’s important to make sure that your press release contains all of the important information. It should answer the five following questions: who?, what?, where?, when?, and how? If you’re announcing a new product or service, your press release should also include where it can be purchased and when it will be released. You should also always include your contact information so the media contact can get in touch with you. As a general rule of thumb, press releases should be more than 400 but less than 600 words.
4. Use Imagery to Optimize Releases for Social
It is important to target a publication’s social channels as much as their printed and online news outlets. Because of this, you should make sure that your press release includes images designed specifically for use on Twitter, Instagram, and Facebook. You should include an image that helps the reader better understand the story that your press release is telling. You should also always include your company logo.
5. Include a Regional Angle
One great way to catch the attention of local news outlets is to use a regional focus in your press releases. To do this, you should tailor your entire press release around an important local theme or event. You may already have an idea of which themes would make the most sense for your region, but you can also research specific regional themes that reporters are covering in your area to get a better idea of what would catch their eyes.
6. Include a Call-to-Action
You should always include a Call-to-Action in your press releases to tell your reader what specifically you want people to do after seeing your release. For instance, a news release informing the public of an upcoming event could include the Call-to-Action “Visit our Website to Sign up!” By including a Call-to-Action, you will ensure that your readers know the next steps that they should take.
For more information on how to write an effective press release, check out Hubspot’s recent post, “How to Write a Press Release” [Free 2017 Press Release Template + Example].