Offer a Tempting Quote
Once the scene is set, focus on bringing your story to life with a quote that journalists can use to paint a picture of how your story affects the respective industry, landscape and customers.
The quote must come from the company’s key stakeholders including the management team, project manager or those directly affected by the announcement.
Quoting key authorities and figures emphasises the importance of your story. The quote you choose must shape the narrative while emphasising the primary message of your release.
Avoid overloading your release with quotes from everyone in the office. Pick a couple of critical spokespersons to create a highlight for your story from their perspective.
Offer Valuable Background Information
By the time your readers arrive at the last paragraph of your release, they must have all the crucial information about your announcement.
The last paragraph is a great opportunity to offer information that can potentially strengthen the narrative, such as interesting or creative ways that your company developed the announcement or project at hand. Where applicable, remark on the future implications of the announcement.
Newsjacking is another way to add value to the release. This is the process of connecting your announcement to the current news to make it more valuable.
End with a Boilerplate
This is where you get to provide a short background and overview of your company. Don’t forget to include contact information.
Describe what your business does in plain English and include a link to your website.
If you are citing data in the release, be sure to include a reference link for the source. Ensure that every name mentioned in the release has an associated title.
Make the Most of Your Press Release
Press releases, although, a traditional marketing strategy, can deliver immense value ‘when done right’. When writing your press release, focus on creating a stunning piece of content and forget everything else.
Your press release should offer something of value to the journalist. At the same time, it also pays to make your writing interesting and engaging.
Although a press release in no way guarantees coverage, it can still prove to be a crucial marketing tool. By sending out press releases regularly, you can slowly but surely, build a brand recall with members of the media.
When they need a source from your industry, they may remember your business and reach out to you for an interview, a quote or even a complete story. By sharing valuable information, you can establish yourself as a thought leader in your industry. Hopefully, this blog has aided in outlining the key concepts needed to help you in “How to plan your press releases?”. Check out some of our other latest blogs.
Credit: Emily Murphy (Insight Team)