Press release content writing requires a completely different approach from creating other types of content, such as blog posts, white papers, and articles. With a press release, you have a short space in which to convey just the most essential information to ensure that readers take notice. A well-written press release will have lasting effects, including greater media coverage, whereas a poorly-constructed press release may lead to a lack of sales. This is a huge responsibility for press release writers, who must use all the means at their disposal to gain the attention their announcement deserves.
1. Pull Readers In From the Start
As with all content, an intriguing headline is key to gaining readers. Offer something new and exciting through your title and then go on to summarize the main points in your first paragraph.
2. Make It Interesting
Whereas the reason for a press release may be of great excitement within a company, you need to remember that it is far less compelling for those on the outside. Help your press release to compete with numerous others by keeping your audience’s perspective in mind as you write.
3. Keep It Short
There is nothing more off-putting than a press release that rambles on, full of self-praise. You should limit yourself to no more than 400 words, according to The Guardian. If you find you have written much more, cut out the back story and supplementary information.
4. Back Up Claims with Statistics
Vague promises are of no use to anyone. Avoid descriptive language, instead using facts and statistics to demonstrate value. Ideally, your press release should feature at least one quote from a reputable source.
5. Think About Layout
A central aspect of press release content writing is format. Break up the page with plenty of white space from subheadings, short paragraphs, and bullet points.
A press release is a reflection of your company as a whole. Even if you are experienced in press release content writing, proofread the final copy carefully and ask one or two other people to read it, too. When you send out your announcement, it must be free of grammatical errors, typos, and factual mistakes.
7. Include a Link to Further Information
Give readers the chance to find out more about the subject of your press release with a link to further information. In this additional content, you can include all the details you had to omit from the press release itself.
As you can see from the above tips, press release content writing is no easy task, but it’s crucial that you get it right. Make sure whoever writes your press releases is capable of creating succinct and engaging copy that will heighten your chances of success.