Effective press release is necessary to make your business known. A mere press release that is not neatly and concisely written will not do the trick. You have to develop an effective PR to convey your message.
Writing one is not a difficult task. Sure, drafting an effective press release may sound technical but it is not as arduous as it sounds. Keep in mind that when writing an effective PR, you always have to think about your target audience. Think also of the people who will read and appreciate your message. Your press release should be tailor-fitted to the needs and characteristics of your clientele to ensure that it will be accepted and distributed. Apart from knowing who your target audience is, you have to prepare your release in such a way that editors who will review the same will smile as they lay their eyes on your paper. An effective press release is such that makes an editor say “AHA!” before he even reaches the end of the release.
You simply need to follow the three steps below, and your press release will well be on its way. Here is a step-by-step guide to write an effective PR and wow the editors who will skim your article.
Step 1: Planning for an effective press release.
The most basic and primary step is to plan. When you plan, you go beyond merely scheduling when to announce the same. Planning for an effective press release involves determining what to put in your article.
Think like a journalist. What is the first thing that every journalist have to finalize when planning to write an article? Every journalist completes the 5Ws and 1H formula. In the same manner, you have to know the what, when, where, why, which, and how to write an effective press release.
Remember that a busy editor will only spend 10 seconds or less to glance at your press release. An effective PR can give anyone as much information as necessary within that 10-second window.
Step 2: Writing an effective press release.
Like all other articles, a press release bears a headline or title. A headline is the one responsible for grabbing attention. Use powerful words that summarizes your entire release.
When writing an effective press release, do not go with the mantra “save the best for last” because, most often than not, editors only read the first paragraph. Hence, your first paragraph must contain all the necessary information. Put your 5Ws and 1H in this area. Avoid lengthy sentences. Get straight to the point. The test of an effective press release is whether or not it can convey the entirety in the first paragraph.
The second paragraph simply expands the first. It should contain additional information. Other paragraphs may contain quotations and statistics. The last paragraph should have a call to action – the thing that people will do after reading an effective press release.
It contains 300 to 800 words. Every sentence is, at most, 25 words long, and is written in the third person for a more professional approach.
When you need to add statistics, make sure that you did a thorough research on the topic. A press release will not be effective if it does not contain correct and true information. Reliance on Google may be misplaced. Try to read about the information on other websites and magazines.
Experts always make a comment. To make your press release sound more credible, quote what experts are saying. When quoting experts, write their full name if it is the first time you will mention them. From there, refer to them by their last name in the succeeding mentions.
Step 3: Layout of an effective press release.
An effective press release is also visually pleasing. No one wants to read a press release with fonts too small to be unreadable.
Have good spacing. An effective PR uses double space and wide margins. It makes it easier for editors to make marginal notes while reading your release. Aside from this, an effective press release does not exceed 1 page, and has a ### or –end- contained at the bottom to indicate the end of the text.