Press releases with a clear objective add great value to the public relations strategy because they give the brand greater visibility and positioning
The press release is a great tool for managing an organization’s public relations, since through it a series of events can be announced, such as product launches, services, alliances or the company’s results in the market. Whatever the case, this information must come with news value for the journalist.
That is why very institutional content, or content that does not contain news, should be avoided as much as possible. Doing so will make the media reject the release or pass it on to the advertising department, since they will realize it is not information of general interest.
Given this, we offer some tips for writing a proper press release:
- Be clear about the objective. Before starting to write the text, it is essential to know the communication objective, the central topic that will be worked on and the audience it is aimed at. Only in this way can a proper structure be created, based on valuable information.
- Opt for an attractive headline. The only way to catch the public’s attention is by making an impact with a good headline. It should have a strong verb and, preferably, should not exceed 10 words. Let us remember that the longer it is, the more the reader’s interest drops.
- Include the news in the lead. The first seconds of reading will set the tone for whether the reader gives importance to the text or abandons it. That is why the release’s most valuable information must be developed in the lead, or first paragraph, and commercial terms or a direct, repetitive sales pitch for the brand should be avoided.
- Offer valuable content. The press release is not a replacement for an advertisement. This text must contain a news item, which can be accompanied by the company’s main key messages, but they must be introduced strategically without saturating the outlet, so that the main topic is what truly stands out. It can also be accompanied by infographics, video clips or multimedia content, which will be very useful for making the reading more dynamic or for sharing the content on the outlet’s social media accounts.
- Create a story. The most effective way to hook the audience is by telling a compelling story, full of valuable information, numerical data of interest, reliable sources, quotes from spokespeople and analysis of the event. This shows that the company not only wants to be known for its product or service, but is committed to offering quality information to create a connection with its future customers.
The function of the press release is to inform the public about a newsworthy event that may interest them or bring them value. By following these steps you can work on content that is useful for the media outlet, build a good relationship with it and obtain important impacts.
