With the ability to instantly publish a press release online, the world of PR has changed. Press releases now have the power to both attract media attention and drive traffic. This change in accessibility has also changed how businesses write press releases. Here are a few tips to help you write effective online press releases.
The headline of your press release has two jobs. It needs to be newsworthy. That is, it needs to demonstrate to a journalist that you’re up to something important. It also needs to grab the attention of prospects.
The best way to accomplish both is to focus on a benefit of your product, service or event. If you’re launching a new information product, what problem does the product solve? How does it provide value and how is that newsworthy?
Pull Them into Your Press Release
Assuming you have their attention with the headline, you now want to pull them into your press release. That’s accomplished by writing a compelling first paragraph which is called the lede in the PR business. Your first sentence needs to concisely state what the press release is about. It should expand on the headline and offer a bit of credibility.
Remember the Basics
When you write a press release there are basic questions you need to answer. They’re called the five W’s: Who, What, Where, When, and Why
- Who is the story about?
- What is the actual news?
- Where is the story?
- When is it happening?
- Why is this news?
Provide your readers with compelling information; however, make sure it is fact. You want your press release to be interesting and to position you and your business as credible and authoritative. Stick to the facts; don’t make claims or promises. Show how your product can change lives and offer benefits.
Use an active voice, strong verbs, and avoid jargon, adverbs, and descriptive words. Use short sentences which are succinct and to the point. Always spell check your press release and ask someone to read it for clarity, grammar, and spelling. Self-editing is difficult. Have someone else read it to make sure you didn’t miss anything.
Wrapping It Up
Include information about your company, including website link and contact information. This is typically included at the close of the release. Try to include a call to action in your release. What do you want readers to do with the information?
Finally, track your results. How many visitors did you get from your press release? Some publishing sites offer analytics and ranking information. They tell you if people are reading your release and visiting your website. This is valuable information; make use of it.
Want templates to help you write the perfect press release? It’s just one part of the Press Release Success system, which includes a study guide, software, checklists and more. Check it out at http://PressReleaseSuccess.com