Press releases are an incredible marketing tool for small businesses. A press release can offer promotion, share your news, help expand your audience and position your company as a trustworthy industry leader. But how can you get your news published?
Make your press release newsworthy
Your story’s newsworthiness is the first thing you must consider while writing a press release. Is your story, news or event interesting to the publication’s readers? Will it get the interest of reporters and journalists and generate an interview?
If your press release is only interesting or valuable to you and your company, it’s unlikely to be published.
Try to put yourself in the shoes of a journalist or someone who knows nothing about your organization. Ask yourself what story would pique their interest and attract positive attention. A press release should contain important, interesting, or entertaining information that can generate a buzz.
So what kind of press releases are most likely to see success? Ideas include announcements for new products and services, industry recognition, acts of charity or philanthropy, or special events.
Start with an interesting headline
The headline is your first opportunity to make a splash with readers and reporters. The quality of your headline can determine if your press release will attract enough attention for a radio or television interview or publication.
Your press release should begin with a short, intriguing, relevant headline. Newsrooms scan many emails, so ensure your headline is direct and eye-catching. The best headlines answer the question, “why should the reader care?” You need to pique the recipient’s interest, so they open and read the rest of the release. If your headline fails to capture the attention of the news agency, they might not even read it.
You should also keep the headline short, between 70 and 280 characters. A long headline is an easy way to lose the reader. Plus, a short headline can fit easily without the email’s subject line, increasing the likelihood of a journalist opening your email.
Provide all the necessary information
Your press release should be clear and concise, but it shouldn’t leave anything out. Make sure that it includes all the necessary information to flesh out a complete and comprehensive story. Unfortunately, journalists do not have the time to scour your press release in search of points or facts. Make it easy for them to find.
Cover the five basic Ws: who, what, where, when, and why. These details make up the foundation of your news story, providing critical information that journalists (and the public) need to know.
Ensure there are no errors or inaccuracies
Spelling errors, poor grammar, inaccuracies, and typos can lead to big problems. It might mean your story doesn’t get published, or in a rushed newsroom, inaccurate information does get published. In that case, you’ll be putting out fires correcting information. It could make your business look unprofessional and is, frankly, embarrassing.
If your press release includes facts or quotes, double-check that they are all entirely accurate. Submitting an article with inaccurate statements or information ruins your credibility. Additionally, make sure that the contact information and website links are correct. Often, a journalist might scan the release and call you for an interview or more information.
Circlewood Creative helps you get published
Circlewood Creative provides sponsored and earned editorial content writing services. Our experienced writers are ready to help you craft a newsworthy and informative press release that could lead to air time on radio, television, and local news publication.
Contact us to learn more!
