With a collective of over 30 years industry experience, as well as our experience within the Equine PR, Pet PR and Luxury PR, we like to consider ourselves experts when it comes to writing a good press release. Therefore, we have decided to share with you our 5 top tips for small start-ups who want to grab (And keep) the editor’s attention span and press release success!
If your headline is a bore, don’t expect them to read past the first sentence. By making it relevant and snappy, you stand a much better chance of the reader engaging with the writing. Engage the reader with a headline that grabs their attention and makes them stop and read.
CLEAR AND TO THE POINT
Editors are busy people so make your release clear and to the point. Facts can sit amongst flowery writing, but don’t make it a mission for journalists to have to trawl through your release for vital information because they won’t. Key take-aways, bullet points and facts are the perfect way to get their attention.
WHO, WHAT, WHERE AND WHY?
Does the essence of your press release answer all the above questions? If not, you need to go back and re-write it. The journalist doesn’t want to have to chase you for more information. Pick out the key facts and include in your press release.
SHORT AND SWEET
However technical the product is, keep the release short and sweet. No one wants to read a 500 word essay of how brilliant your product is, as no editor will have the room on a page to devote to your ramblings nor the time to read it through.
WHAT IS PRESS RELEASE SUCCESS?
It might sound odd, but a successful press release might not appear everywhere and get a huge lift, because ultimately that depends on the actual story and how interesting it is to the media in the first place. However, a good press release will often see a large chunk of your original copy included in print and digital. This means that everything the journalist needed to know and feature is already in there. Neatly and concisely written content is essential, so there is no need for them to have to spend time rewriting it.
Writing a successful press release takes skill and talent and isn’t something that comes easily to everyone. Therefore, if you appoint a PR, let them write it without your mass edits and inclusion of large chunks of your own copy. Writing a press release is an art, so let your PR be creative in order to see results.