September 28, 2022
So, you have news to share with your customers, potential customers, or the public at large. Writing a news release is only a part of the journey. You want to coax some media outlets to pick it up and spread the word.
Here are a few tips to help you craft a press release that will amplify your chances of getting it picked up by the media.
Get it right. Your release should be grammatically correct and free from errors.
Put important info first. Get the who, what, when, where, and why into the first paragraph. An editor should be able to get a good understanding of what the release is saying just by reading the first paragraph. Then proceed with an "inverted pyramid style of hierarchy, getting the essential information higher in the release. And make sure the editor gets why the information is important or impactful.
Avoid jargon. Unless you're writing for a real "insider baseball" type of industry publication, putting any technical language into something everyone can understand is gold. And don't be afraid to use examples.
Keep it short. An extended release is anathema to many editors, so purge any superfluous information. You can always provide more information upon request. And don't be afraid to use bullet points if it can improve the readability of the release. For example, suppose you’re touting the value of your company's latest medical device. In that case, a bullet list of how the device impacts the doctors and patients using it can be highly effective.
Get visual. Provide a striking image to go with the release if you can.
Get someone else to read it. Our brain has a funny habit of filling in any gaps in our own writing, so get someone else to read it and point out any omissions or difficulty with comprehension.
Provide resources. Let an editor or reporter know who is available for interviews or other resources they might need to flesh out the story.
Avoid hyperbole. While your marketing folks like to use phrases like cutting edge, revolutionary, and the like, it just smells like bull to editors.
Make it easy for the journalist/editor. The more "finished" the product you send them, the more likely they will pick it up.
Be available. Get back to them as soon as you can if they contact you for information.
Want help writing and pitching a press release? We can help!
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