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A media release is a powerful tool in a PR specialist’s bag of tricks. A truly killer media release is the key to establishing a connection with media and getting the word out to readers. Increase the likelihood of your client announcements making it to print by crafting a media release that is interesting, clear and above all else, informative. Use the following five tips to pump up the power of your next release: 1. A great headline A great headline is the first step to capturing the attention of the media and readers. Keep in mind that editors, journalists and readers are busy people, so your release’s headline should immediately pique their interest so they’re compelled to read on. I generally aim for ten words or less and write it last, once I’ve finished drafting the release. 2. A tight intro The essential function of a media release is to convey the who, what, where, why, and when of a happening. The more of those Ws you can articulate in the first couple sentences, the better. Of course, don’t forsake clarity to squeeze them in, but do take a “the more the merrier” approach to the opening lines of your release. Since brevity is the name of the game, aim for 50 words or less. 3. So fresh and so clean It can be tempting to pump up a fact-based piece like a release with tons adjectives, adverbs and hype in an effort to get it published, but fight the urge; keep it to the point and easy to read. Some tips for streamlining: 4. Include contact info In a perfect world, every time you send a media release it would be followed by hoards of media reps calling you off the hook with follow-up questions and requests for interviews with key players related to the event/announcement. Although this is not a perfect world, pretend like it is and clearly provide your name, title, telephone number and email address in an obvious, easy-to-immediately-see place on the release. This is essential for two reasons: a) When you call the media outlets to follow up and say your name and reason for calling, it will help jog journalists’ memories and they will be more inclined to entertain a short conversation b) If the media does want to reach out in response to the release, they know exactly who to ask for and how to get a hold of you, mitigating any potential missed opportunities for expanded coverage 4. Be real No matter how creative you are or how talented a writer, the release must include at least a kernel of newsworthiness. Without this, editors and journalists won’t give it a second thought. Remember: the point of a media release is to announce, explain or demystify an event or happening. If you are feeling stuck, ask yourself the following questions as a jumping-off point:
Think the press release is dead in the age of social media? No way. A powerful press release can tell a story, report news, or help a cause. Smart online writers know that a great press release can take your message to new channels and reach thousands or even millions of new readers. And a terrific press release has great SEO benefits as well. Writing a press release takes time, research and some skill. And writing a killer press release, which catapults visibility of the message and drives results, requires adding a few more ingredients to the mix. To get the results you want, follow these six steps: 1. Craft a hook If you’ve ever had a song stuck in your head, you know what a great hook is. It’s that chorus or beat that you just can’t shake. Just like in pop music, a great hook is key to success in writing a killer press release. To find your hook, spend time before you start writing your release researching the press releases and blog posts of industry competitors, gathering information about which releases and posts have received significant coverage. Use these successes as a guideline for your own release, with an eye toward what types of content your audience is reacting to and/or sharing. Great hooks pull us into a remarkable story. They engage our curiosity and make us crazy to find out more. Remember the primary audience for a press release — a journalist. Reduce the basics of your message down to one sentence that answers the 5W’s of reporting – who, what, when, where and why — and find that story hook that will help them write a story their readers won’t forget. 2. Add a great headline If you’re a Copyblogger reader, you already know the importance of a compelling headline. You only have a few seconds to grab a reader’s attention, so be sure to craft a headline with the following elements: Lead with a concept, not your brand name — your audience (both readers and reporters) probably don’t care about your brand or company name, but they do care about finding a good story. Lead with a compelling concept to draw them in Be creative — don’t confine yourself to the headlines you see in other press releases. Use all your Copyblogger-inspired skills to create a headline that stands out. Test — test your headlines just like you would any other content. Find the headline that grabs attention and makes the reader want to learn more. You can repurpose a headline that’s worked particularly well for you in blog content or a special report, for example. 4. Provide resources We don’t live in a one-dimensional world, and your press release shouldn’t look one-dimensional either. Provide added value to your killer press release by including photos, videos, links to source material and any other in-depth resources, giving your readers the assets they need to fully report the news you’re providing them. A complete “package” of supporting resources makes your story that much more appealing to a reporter looking for something great to cover. Remember, we live in a digital world, so be sure these resources are web-ready and in the correct formats for web publication. The easiest way to do this is to use accessible cloud-based services like YouTube, Flickr and others that allow visitors to download content. The easier you make it for a reporter or editor to publish your story, the more likely they are to pick up on your message. 6. Share your news A good news release distribution service will syndicate your news on relevant publisher sites, and it will also attract readers through search (be sure to be strategic about keywords, as with any other kind of content marketing). And if you’ve done the legwork to build relationships with influencers in your space, don’t shy from sharing your news release by emailing a link or posting a link to your social media outposts. Keep your audience in mind when creating your message and stick to these 6 tips to help craft your press release. When you put the thought and time into creating a truly killer press release, you’ll find it can drive traffic to your business and help promote your message. About the Author: Jiyan Wei is the director of Product Management for PRWeb and a frequent speaker at marketing, PR and SEO events including MarketingProfs, NewComm Forum, SMX and PubCon. For more resources to help you craft a killer press release, read Jiyan’s posts and more on the PRWeb blog.','url':'http://www.copyblogger.com/killer-press-release/','og_descr':'Think the press release is dead in the age of social media? No way. A powerful press release can tell a story, report news, or help a cause. Smart online writers know that a great press release can take your message to new channels and reach thousands or even millions of new readers. And aRead More...
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A media release is a powerful tool in a PR specialist's bag of tricks. A truly killer media release is the key to establishing a connection with.
When writing killer press releases remember to minimize technical or industry jargon. cloud-based services like YouTube, Flickr and others that allow visitors to download content. Now, back to writing my killer PR ….