“The pen is mightier than the sword” – Edward Bulwer-Lyntton –
Although the pen is not as mighty as before due to the fact today that news travel the fastest and in real time by anybody through social media and the internet;press release is still an important strategy for any business as it .
Today, due to massive information available everywhere, getting earned media for your business through press release is not that easy. The marketer or PR executive needs to do more than just submitting a press release in order to attract the journalist, writer, editor or blogger to pick it up and published it in their print or websites.
Here are the 7 tips of writing a great press release today.
1. Grabbing Title
Your title must be ‘grabbing’ enough to make the journalists paused for the moment and read your press release. Remember to make sure your article is newsworthy to them. Take some time to think about the title of your press release. Make about 5 title suggestions and then choose the best possible one that you think will attract the journalists.
2. Strong Start
Your introduction in your press release must be straight to the point of what you going to emphasize in the whole press release. Same as having a good title, the introduction paragraph must also have a ‘grabbing’ effect so that the media will be wanting to find out more from you.
3. Interconnected Headlines
Headlines in the content must be clear and ‘connected’. Each headline must linked logically to one another so that it will be easy to read for the journalists. It is important to make your press release easy to read because we must understand that the journalists may be reading too many press releases in a day. Things that are too difficult for them, will be churned away into the trash.
4. Make Sense
When you do the above steps, the points and opinions you are trying to put across in the press release will gradually make sense to the readers. Some people will find it hard as to how to write articles that make sense if they are introducing something new to the public? All you need to do, is to write out you opinion with strong logical reasons to support it. So long it makes sense to the reader, they will of course accept your thinking.
5. Focus on Content Quality, Not Depth of Words
Do not focus too much on thinking of what words to use for your press release. You don’t have to use what I called “professors words” in your article. Use simple words. This is because the media is more interested in the quality of your contents, more than the kinds of words you used. So long your content makes sense and is newsworthy for the media, you will have a better chance in getting them to pick up your article.
6. Don’t Sell Obviously
Selling too obviously in your press release is one of the major reasons why marketers or PR people failed to get their press releases pick up by the media. You cannot be a salesperson to the press. You need to be an expert to them. The press just won’t buy if you sell them your brand too obviously. This is the reason why many mid-sized or small companies are not successful when they are trying to sell their new product launches to the media.
They just won’t buy that. So what you need to do, is not to sell too obviously. You should learn from the movies, what we called product placement marketing. Some point in any movie you have seen, you may notice subconsciously that the actor is driving a BMW during a car chase, drinking a can of coca-cola at a wedding, or having dinner with family at KFCs and so on. These product placement somehow ‘encourage’ the viewer to think and relates with the brand. Hence, same for writing press release, do your product placement in a subtle and yet convincing manner.
7. Keep on Writing
No one can guarantee that you can definitely get a cover news story for your press release. Or no one can guarantee you that the moment you submit your press release, editors and the media will definitely publish it. You can’t control it. The only thing that you can control is yourself. Even if you have zero response on your 1st, 2nd or even 10th article, you should not give up. You should keep on writing and submitting your press release. So long you do that, things will happen. If you stop writing and submitting press releases, nothing will happen and your business will remain stagnant.
“No matter what, just keep on writing until you see the results.” – Jacky Tan –