A press release is a valuable tool for making an announcement, informing about a product launch, or telling an interesting story. Through this document, companies and organizations get a great opportunity to reach their target audience through the media.
When you write a press release, or receive one from your communications and public relations agency, make sure it meets certain standards — if what you're after is not just one, but several successful placements.
Mind your spelling.
Remember that your press release will first be read by a journalist, a professional who most likely writes flawlessly. If you send out a release with spelling mistakes, it will create a bad impression of your company. To avoid this, use your word processor's spell checker. Don't forget to regularly check the Real Academia Española (RAE) dictionary to clear up any doubts about the language.
Include figures and statistics.
Figures and statistics are the perfect seasoning that should never be missing. Reading line after line about a single topic without backing up the information with market figures or context is like eating a dish without salt. Look to the official bodies related to your central topic, and use data that strengthens your message so your brand is seen as a leader in its field.
Provide enough information.
Make sure to include all the relevant information that fully tells your story. Review and select the events, highlighting the interesting moments and cutting excessive, unnecessary details. Don't assume your reader knows everything or has the full picture of your product or service in mind. It's up to you to set the context, start with an introduction, develop the topic and close with a conclusion.
The spokesperson's contribution.
It's not just about talking and talking about how good your product is; it's also important to add a human touch to the information. The director or CIO should provide some statements that bring them closer to readers, to build a bond with their target audience and readers in general.
Write an appealing headline.
The first thing that will catch the attention of the journalist reading your release will be the headline. If it's unappealing, doesn't inform, or worse, doesn't make an impact and grab attention from the very first minute, it won't be considered for possible publication. Write concise, direct headlines; use wit and wordplay to tell a story that invites people to read the whole text.
Next time you write or edit a press release, keep these tips in mind, capture the reader's attention and reach your positioning goals.
