A press release can be defined as a news article. We write press releases to announce newsworthy information and the latest business developments to media and other interested parties to generate press coverage. There are guidelines to follow to write a press release. In this article, we pay attention to the Dos and Don’ts of Press Release writing.
Dos
- Include a catchy newsworthy title.
As a press release writer, I would like to pay attention to the title of the press release. The title should be a brief, interesting sentence which depicts what the entire press release is about. The headline of a press release is important as it influences the potential reader to go through the article. Interesting headlines may lead readers to invest their time to read the news article.
When selecting a title for a press release, I use a timely, relevant and captivating title. If the title is relevant, readers are likely to be compelled to read the press release. Publishing the press release too early or too late causes the headline will be uninteresting to the reader.
When considering the length of the title I usually make sure to use 10 words or fewer for it to capture the attention of the audience.
I usually keep the title in active voice because when the subject acts upon the verb, active voice is better than passive voice. Active voice creates a tone of immediacy and encourages the viewer to continue reading.
My habit of using interesting statistics in press release writing keep the readers attract to my press releases as people are always interested in stories that have powerful results or drastic changes. When there are statistics in the press release I always remember to include them in the title.
Using powerful punctuation in a press release headline will make it easier to read. So I use a colon to combine two sentences or commas for words like “and” or “but” in my headlines.
As the headline is likely to be 10 words I use words with potency such as exclusive, classified and captivating to make my press release more interesting.
- Keep the Press Release short and sweet.
I used to limit myself to one page when writing a press release. Because most recipients won’t have the time or patience to read it. Making the press release more than a page put you a risk that people won’t read it and move to another. It matters the word count. I condense my release down to the most important newsworthy points. Because it is expensive to distribute longer press releases.
- Include contact info
Contact info or media details are added in the upper right-hand corner of the press release when publishing. Business name, name of the contact person, email, website, location and contact number are details I include in the media details section.
- Include quotes
Here I add other person’s opinions on the company or the product that the press release belongs to. It adds more details to your news item. It is an indirect promotion to the company. It also lets the readers know additional details about the news item. Accuracy and the legitimacy of the document can be proved by including quotes in the press release.
- Make sure to create an error-free document.
An error-free press release will make your company more reputable. As a reporter having errors in my press release is a threat to my job. Having a minor error may lead me off my job. So I always double or triple-check my documents before sending them to publish. Nowadays there are apps like “Grammarly” to check grammar errors.
- Include hyperlinks
I use hyperlinks to websites and social media pages in my documents to help drive traffic to their sites if the media picks up the release. The aim to include links in the document is to make aware the reader more about the company.
- Make sure to SEO the article
People reach out to news items by searching through Google or Yahoo search Engines. I make sure to include a few keywords in a press release so that they see the article. It is possible to send qualified leads on your way by search engines.
Don’ts
- Don’t complicate the writing
Using too much-complicated writing is not suitable for a press release. The receiver will discard such press releases. So it is better to write grammatically correct simple sentences in a press release. I usually avoid adding too many complicated phrases and words or other jargon in my press release writings.
- Send a release before a holiday or on Friday
If a press release is released on a Friday or the day before a holiday, it is probably just given a cursory examination by the media. Organizations also employ this window of opportunity to distribute potentially damaging information in the hopes that it won’t get as much notice.
- Send to Everyone
Journalists usually benefit from reaching information that isn’t publicly available to everyone. So it is better to send a preview of your release to trusted key media contacts before the news is disseminated through a wire service. This is helpful in establishing your reputation for providing quality information over time. It will help your news get the attention it deserves.
- Select the wrong audience.
In this complex industry, there are various subcategories within fintech. In a single publication, each writer has their specific interests. It’s important to carry on your research and ensure you’re presenting the release to someone who will find it interesting and relevant to their work.
- Forget to enter context and personality.
I don’t assume that journalists and others will understand the content or relevance of my news announcement. It is a benefit to tie your news to larger industry issues. It will assist frame its importance in the market. Provide access to real customers to verify any claims your organization may be made about its products and services.
These are the dos and don’ts of press release writing. I follow these methods in developing and distributing my press releases. I hope that you gain important instructions to develop your press release. Use these tips to distribute your newsworthy items to the world next time.