You’re probably thinking “What is a press release? And why would you need to write one when we have social media that is free, efficient, and let’s be honest, has pictures!
Social media may be more exciting but you’re competing with everyone in the universe to get your message out and grab the attention of your audience. A press release is a fundamental tool to get a competitive edge and grow your business. It ensures that your brand’s core messages are viewed by people who are genuinely interested in your news!
So what exactly is it? Ok, so you know how people post pictures on Instagram to tell the world what’s new and exciting in their businesses? It’s like that but written and sent out to specific media outlets and editors that are interested in the news you want to share.
How do you write one of these things? It’s not as easy as you might think, it’s not just a bunch of random words splattered on a piece of paper. There is a delicate language dance. It’s like going on a date, you want to be noticed, you like the attention, you want to be upfront and direct, but you also want to make sure it’s the right attention and that you’re not misleading anyone.
How to nail your press release
First of all why should anyone care about what you have to say? Ok, sounds harsh, but let’s be honest why should the person your sending your press release to care about it? What makes your information more unique, or interesting than the hundreds of other press releases editors get every day? You need to find an interesting angle that sets you apart from the crowd.
Don’t bore your audience
You probably have a ton of business facts in front of you that you just want to throw on an email and press send. That’s the problem! Yes, your press release should start off with the basics: who, what, where, when, how, and why, but keep it short and simple. Leave the background detail until after the first paragraph. Think about it this way, how many of you read the first few sentences of an article, get what you want out of it, and click next? Same with editors so give them what they need upfront! If their interested they will continue reading and hopefully publish it.
Keep it short and sweet
Don’t send a press release that is over a page long, even a page long is too much; Never mind two pages- Ain’t nobody got time for that!
Know your audience
Something that is important and will determine if your pitch even gets read is sending it to the right sources. YOU HAVE TO RESEARCH! You need to make sure you’re targeting the right editors such as the ones who write to your businesses audience, or else you’re just wasting your own time and theirs. Don’t just close your eyes and hit send all because it’s a sure way to get your press release deleted right away, and probably ignored next time you try to pitch something.
Another tip is to add a personal touch by addressing the release to the actual person you’re sending it to, not just a “hey everyone!” Make them feel special and show you took the extra time to think about their needs and wants.
It’s all about the headlines
A sure way to get something published is to make the editor’s job easier. How do you do that? Give them what they want, a headline! Think key words that entice and grab the reader’s attention from the start and create intrigue so they want to read more. Don’t give the whole story away in the headline but give enough that you leave them wanting more.
Timing is everything in life and media
How do you feel about Monday’s? Do I even need to even answer that question? What about Friday’s? Probably much better. Same with editors, the best time to send in your release is Tuesday-Thursday, and let’s keep in mind the hours at which you decide to press send. Try to get them in before 2pm, better yet, find out what days they go to press and need new stories in by. This will not only provide you with the best results, but also help build your relationship with media. In communications, it’s all about building strong relationships that really matter.
If you want to learn more about how to market your business through a Press Release we would love to chat.