With so much information being presented to the press and the masses every single day, it can be difficult to write a press release that will grab an audience’s genuine attention. There are things that a writer can do, however, to increase their chances of standing out among the sea of information out there. Below, we have listed our top tips and tricks for writing a press release that grabs attention.
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Start with a Relevant Topic
When writing your press release, it is important to ask yourself if the topic you’re covering is relevant to your target audience. If readers aren’t genuinely interested in a topic, then they won’t bother reading about it. News outlets today receive an overwhelming amount of press releases that never see the light of day, so make sure your story stands out with a topic that has the potential to reach, affect, and entertain a large audience.
Keep Your Press Release Short and to the Point
When it comes to press releases, you want your writing to be direct and easy for readers to skim through. Today’s readers, especially online, quickly stop paying attention to long walls of text. Keep your press release under four paragraphs long, making sure that each paragraph covers a key point of your story. Paragraphs should be no longer than a couple of sentences each. Tell your story as briefly as possible if you want to keep the attention of readers and journalists.
Choose Quotes for Your Press Release Wisely
Adding quotes to your press release is a great strategy for increasing authority on a topic, but these quotes should be selected wisely. Keep the quotes short and direct so that they stand out and can easily be skimmed to. Additionally, you will want to avoid overly technical language in the quotes you select. You want the quote to be authoritative and professional, but you also want it to make sense to a wide audience of readers.
Keep Your Potential Audience in Mind
While writing your press release, be mindful of which outlets you think are most likely to pick up the story. Refer to a trustworthy database of news outlets and journalists that are currently taking story leads, and write with their specific audiences in mind. Your press release is more likely to get picked up if it is already relevant to a journalist’s readers.
Follow Up with Journalists
Sending professional and brief follow-up emails to journalists can help your press release stand out among the sea of content they get sent daily. Provide just enough information for them to understand what your story is about and entice them to want to know more. You can copy the content of your press release into the body of the message itself, but only after providing a brief overall summary. Journalists don’t have time to read through all of the ereleases that get sent their way, so make sure they understand the point of your story as quickly as possible into the email.