Creating a Successful Press Release

The most special perk of using and creating press releases are that it is a free public relations tool. This is beneficial for a startup or growing small business looking for more attention. These press releases put out important information about upcoming events or a review of something that happened with the business or organization. Press releases can be used to inform the public with such happenings; grand opening, special events, new service launch. The other side of a press release would be to alert the public or to apologize if something with the organization went wrong and they need back tracking, such as product recalls, firings, or business crisis’. Press releases have changed over time and now have gained heavy emphasis on social media platforms, focusing on Facebook, Twitter, Instagram and Snapchat. Businesses use these sites to get closer with their consumers and to patch any problems right away by sending a tweet or a Facebook comment. This is a form of an alternative publishing options, now there are no gatekeepers or editors that need to look over your releases but can just post online. Here are some tips that can help when creating a press release:

1. Grab the reader with an exciting headline

• A strong headline is one of the most important parts of writing a press release, similar to magazine articles, promotional pamphlets and even columns on social media’s such as twitter focus in grabbing the reader with an electric headline that wants you to continue reading. Your headline should be as engaging as it is accurate. You do not want to lie in the headline to get more readers, this could end up badly and give the organization a bad rep.

1. The main point should be addressed in the first paragraph

• Because everyone is busy doing their daily routines, you have to guess that they will read the first sentence then scan the rest. Sometimes they will read the first sentence and that’s it, so you must address the main point right off the bat to alert or inform the reader what the point of the press release is all about. The other paragraphs will be the supporting information with details about the main point.

1. Include statistics

• It is a good idea to add in hard numbers that support the significance of your press release announcements. Sentence after sentence can bore the reader, to beef it up add dates, times, numerical values depending on what the release revolves around.

1. Make it grammatically perfect

• You NEED to have a grammatically perfect press release, any errors will ruin the authenticity of it. Spelling mistakes and errors can completely destroy the message of the press release and will not be taken seriously. Proofread and have others read over your drafts until you feel as if it is perfect to put out to the public. Being taken as a serious outlet is key to spreading your information within press releases successful.

1. Include quotes from people involved

• Using quotes in your press release adds a little life to it, not only is one voice informing you but adding another employee or someone evolved makes the release that much more interesting. This adds a human element to the release. Make sure the quote supports the point and adds a positive outlook.

1. Always include additional contact information

• Sometimes forgotten in press releases is additional contact information that may help answer any questions the reader has about the piece or if they can add anything to the story. Always include a phone number and email address that you can be reached at. These can be added to the top header and also in the final paragraph of the press release.

1. Keep it short

• When informing the general public you want to keep it short and sweet, you don’t want to bore your audience. Limit yourself to one page and do not go over two, most people won’t bother to read a piece that exceeds two pages about one certain event or service. Don’t forget to add in all necessary information though!

1. Provide access to more information

• Even though you want to limit your press release to one page, that can’t stop you by adding additional information that is connected to the release. You can provide links to stories or your company website to redirect them if looking for more.

Sources:

https://www.prdaily.com/Main/Articles/7_tips_for_writing_a_killer_press_release_16288.aspx

http://www.huffingtonpost.com/zach-cutler/press-release-tips_b_2120630.html

http://smallbusiness.chron.com/importance-press-release-80060.html