Thousands of press releases are sent out daily, every brand has something new to say and believe it’s the next best thing, trying desperately to get the attention of anyone out there blogging or writing about their respective industries. Press releases are an amazing tool but they should be tactfully and sparingly, highlighting the most important information you have to release. Specifically tailored and well crafted pitches are the most effective ways to get your press release in front of reporters that can actually help disseminate your information further. How do you make it stand out is the true question. Well, just like most other things creating an evocative story is the best place to start. Creating a compelling narrative that will draw a reader’s attention will not only help stand above the monotony that is a thousand other drone articles, but it will help in inciting a response from even the busiest of readers. Think about… If the job of the reporter or blogger you’re trying to get the attention of, is to create a compelling story themselves, make it easier on them and give them something they can really use.
First, have something that’s going to reel your audience in… have a hook!
What is that make’s your press release worthy of being created? Are you having a special seasonal event? Is it relevant to any other news that’s currently trending? Are you releasing a new service, or maybe a new product? Whatever it is of the aforementioned, that’s your hook, and that’s the biggest thing to begin leveraging when crafting effective content, put this in the first paragraph and make sure you’re clear on details—no one is giving any extra points for subtlety here.
Second, nothing helps validate a claim like a reliable quote. Gathering insight for industry leader is invaluable, if that doesn’t work using local political or city leaders can work, (especially if your press release is focusing on specific town, city or region.) It’s important to ask yourself, “if I wasn’t with this organization, would I know whom this quote is from?” If the answer is no, then it’s a better chance that the readers you’re trying to reach out too may not know who they are either. It’s important to note that you should limit it to one or two quotes only.
Third, using multimedia will greatly increase your readability. Do you like shiny things? Things that jump out and catch your attention? Of course you do, and so will your readers. It’s for this reason that using visuals can greatly increase your marketability. Make sure to have a company or organization logo at the top, include executive headshots, or relevant company videos and photos. Individual multimedia content like behind the scenes videos or organizational specific infographs can be the Press Release by itself.
Fourth, not to sound contradictory, but make sure you limit your links. There’s a fine balance to adding additional content. You want to send out pertinent information, not bombard your audience with extra work by making them sift through numerous pages.
Fifth, and arguably one of the most important, focus on the story not your brand. When bloggers and reporters are reading through Press Releases they want the best STORY, not the best BUISNESS. With that being said it’s important to send Press Releases to the right individuals. You want to ask yourself, “is this a publication I want my brand associated with?” Of course you want as much publicity as possible but you want the right audience too. Making sure the right information is included is imperative. Do you have a unique event? A seasonal event? These are pivotal in crafting a solid message; make sure you add these facts in a compelling way that makes it easy to tell your story.
Lastly, add a boilerplate to the bottom of your Press Release. What’s a boilerplate? Easy, it’s a quick snapshot of what your company/organization is. This is the place you can quickly highlight all the awesomeness that is your brand. You can do this by taking the best parts of your “About Us” page and boiling it down… ok bad pun… to an effective elevator speech. Journalists will use this info like your brand’s age, location or any other accolades that can help build your reputation further.