If you’re going out of your way to make an announcement via a press release, you want to make sure that it doesn’t fall on deaf ears. Especially now that the Internet plays host to a multitude of outlets, the media is cluttered with companies, organizations, and other entities clamoring for attention. Here’s how to make sure your press release stands out of the crowd.
1. Choose A Powerful Headline
Your headline does a lot to determine whether people pay attention to your press release. A weakly worded headline will cause readers to immediately tune out, and often to skip reading the release entirely. Choose a headline that’s uniquely phrased, using words that are distinctive rather than tired phrases. Don’t just hint at the contents of your press release, include actual information in your headline. And indicate in your headline what your reader stands to gain by reading.
2. Keep It Concise
A press release should neatly package and summarize information. Rambling on in minute detail about your subject will turn readers off—and even if you’ve kept the writing interesting, many people will look at the length of your release and instinctively skip it if it appears too long. Focus on the valuable elements of your announcement, especially as they relate to the target audience for your release, and don’t be too longwinded.
3. Include Links To Your Website And Social Media
If your press release works well, it should encourage readers to find out more. You don’t want to leave them interested but confused about how to proceed. Include links to your site, particularly if you have a page about the specific subject the release is covering, as well as to your profiles on all social media platforms. This has the added benefit of helping you build links and improve your SEO, as any media outlet that publishes your release on their site will now be adding to your total backlinks.
4. Make A Call to Action
Write purposefully. Have an action in mind that you want your reader to take after reading your release, and if the tone of your release permits it, explicitly encourage the reader to follow through. If you’d rather not directly address the reader, it’s understandable, but you should still make sure your writing is focused on the objective. Build a case for why your reader should complete the desired task.
5. Include Quotes
Quotations from people in your company or the associated industry can break up the monotony of your press release copy. Quotes that support the sentiment of your release also build your credibility—even if the reader has never heard of the person you’re quoting, they’ll instinctively respond to this appeal to authority.
6. Avoid Jargon
Keep your target audience in mind. Unless you’re writing for people who are already immersed in the subject, you should spell things out rather than resorting to insider lingo. Don’t use jargon words or phrases unless you explain what they mean—that’s just bad marketing.
A well-crafted press release can make a major statement and influence those who read it. Follow the suggestions above to make sure your release has the maximum possible impact.