Press releases are useful tools to help get your business’s eyes on your services, products, events, and news updates. They’re one of the most versatile ways to get information about your business into the media and, ideally, to your target audience. However, it’s important to note that press releases are more than regurgitated information. Four key components will get your release in tip-top shape.
Use a Compelling Headline
Headlines are the first thing your readers see, so it’s essential to get them right. Create a headline that employs one of the four Us: Useful, Urgency, Unique, or Ultra-Specific. Your headline would have all four of these characteristics to pack a punch and get your press release noticed in an ideal world.
Tell a Story
To effectively portray a solution, you need to communicate the problem correctly. A good press release works similarly to any other testimonial or before-and-after scenario: it tells a story. Consider your reader’s perspective and why the information you are sharing is relevant to them. Communicate a problem and your solution, and your press release will more effectively reach your target market.
Include Quotes from Reliable Sources
Another critical aspect of an effective press release is to include information from reliable sources related to the news or event. By having firsthand accounts or perspectives from potential customers, you can provide messaging that fits your target market’s goals. These references do not need to be lengthy. Most press releases should only be a few paragraphs long. Short and sweet is always best!
Establish Expectations
Rather than merely describing an event or news item, a press release is different because it connects a report with the reader and allows for any communication. Most press releases have a standard format: three or four paragraphs with a call-to-action (CTA) at the end and contact information. This is a simple way to personalize what can sometimes be a more formal marketing method. It allows the public to reach out with any questions or for more information.
Need Help? Ask!
Writing a press release that grabs the attention of not only your ideal audience but also news outlets, magazines, and other media requires a delicate balance of networking, writing skills, and persistence. You can certainly dive in yourself and reach out to news outlets on your own — there are websites that help you with that. But, if you get stuck or want more guidance along the way, reach out to us!
Our team at Rose + Gold has years of experience in the marketing and public relations industry and has built media contact lists and relationships. We know how to grow your brand visibility and exposure to the media. Give us a call to learn more about how Rose + Gold can help you with press releases and your marketing needs.
