When planning your content marketing campaign, you have to decide if you’re going to write or ask a professional to do it for you. If you decide to write it on your own, you have to ensure that you know how to make it compelling and newsworthy.
Press releases are important part of your press relations tactics. Keep in mind that a well-written release is the only one that gets media attention. Before sending it to a press release service, ensure that you follow these best practices:
- Get straight to the point.
When sending to a press site, ensure that your release is straight to the point. There’s no need to add buzzwords or unnecessary words that only make your content longer.
Focus on answering, “Why should I care?” Present a content that is clear and direct.
Make sure to answer the why, when, what, where, who and why questions in the first paragraph. It should summarize the facts of your content, even they don’t read the rest of the paragraphs.
Journalists don’t have time to read all the releases, by giving all the facts in the first paragraph, they don’t have to spend looking for the important details in your release. This format is also easier for the readers to understand your announcement.
- Create a good headline.
Journalists are very particular with the headline. In fact, when marketers or PR professionals pitch directly, they only look at the headline to see if it is worth of their attention or not.
A good headline is short, concise, no jargons, no grammatical mistakes, no buzzwords and is written in active voice. Make sure that it tells what the reader can expect from your announcement.
- Make it short.
A release should be short. It should fall between 300 and 500 words and fits one page only.
You don’t have to provide all details to compel the readers to visit your site and learn more about you. You can also use a bullet list to make it easy to digest.
- Add visuals.
Today, readers are more interactive. They are attracted to content that has visuals like images, video, infographics and stats.
When you add visuals in your content, readers are more interested to read your story. Moreover, it makes it easier to understand.
Don’t make your press release boring. Add visuals that can add value into it.
- Have a clear-to-action (CTA).
A CTA directs a reader what they must take after reading your release. Tie it to your goal. If you are announcing your new product, make the CTA as a way to sign up to learn more about your new product or to avail of the 50 percent discount on the initial month.
Your CTA should prompt the reader that it is something urgent. Use action words. Don’t write several CTA in a release. One is enough so not to confuse the reader.
- Include quotes.
Quotes from your executive team or the CEO of the company should add value and credibility to your news. It also creates a human touch so people can relate to it.
You can quote a person who has a good standing with your company, or anyone who is directly affected by the release of your story. Journalists usually look for quotes, so ensure that your quote matters.
- Add a media contact.
Don’t forget to add the details of the person that journalists may contact in case they want to clear something, schedule an interview, or follow up about your story. The media contact should provide their email address, contact number and office address. Ensure that they can be reached through the given information.
- Details about your company.
The readers want to know about the company who is announcing a new product or the milestone they have achieved. Make sure that you write something about your company, what it you do and what you offer at the end of the release.
A press release distribution service may or may not include writing of press releases. If you’re interested in getting the service, ask them. Don’t forget how much they charge it.