Much has been said about press releases as a free means to get the word out about your product, service or event. While this may be true, many press releases don’t get published at all. In fact, many releases go straight to the garbage bin.
Is it really that hard to get a press release published? Perhaps to those who have no experience in writing press releases, this task can be daunting. There are so many available articles on the web on how to write effective press releases but there is one basic thing to remember before you start writing your press release: A press release should tell a story.
This is crucial if you want editors and journalists to notice your press release. Bear in mind that editors and journalists receive hundreds of press releases every day. They would not have enough time to go through that pile on a daily basis. That’s why you should have a headline that will grab the editor or journalist’s attention and will compel him/her to read the press release.
How do you make the editor sit down and take the time to really go through your press release? Although press releases are not supposed to be written like advertisements, they should not be boring. Figure out a way to be different from hundreds of others who submit similar releases like yours. You must have a hook or an interesting angle. Be creative and develop your story but still keep it brief and straight to the point.
Perhaps you can inject humour and wisdom into your release or you can write a release that is socially and politically important to your community. A press release about unusual events almost always gets the editor’s attention and ultimately, the attention of the readers. So do unique products and the latest developments in technology.
As you develop your story, you should always think about the person who will be reading the story – specifically the editor and the journalists. These people are always after stories that would interest their readers/subscribers. They always publish stories that are relevant and timely and they always make sure that their readers will benefit from articles that they print. It’s basically putting yourself in the shoes of the person who will read your story.
Just remember the following:
- Come up with a compelling headline.
- Keep it simple and straightforward.
- Use simple language. Don’t use jargon to try to impress editors. Most of the time that kind of language will bring a press release to the trash bin.
- Make sure that your release answers the questions: What? Who? Why? When? Where? And How?
- Always proofread and edit your press release before submitting it to media outlets. You may have a great story but if your release is chock full of typos, spelling errors and improper sentence structure, your release will end up in the garbage heap.
A great story will always draw attention from readers. You just have to know how to present it in such a way that will keep their interest and perhaps prod them into action.