A press release is an important tool for anyone looking to get more media coverage for their business or organization. The purpose of a press release is to get the reporter reading it to do an in-depth story based on the information you provide. A press release is a bait. Knowing how to write an effective one can mean the difference between getting your information read or being completely ignored.
The two most important parts of your press release are the headline and the first sentence. If these two elements are not perfect, the rest of the release will not be read.
The headline is where you make your first impression with the reader. It may be the only part of your press release that gets read. Vanilla headlines are easily overlooked. Make yours chocolate, or better yet, raspberry ripple! The goal of your headline is to get your press release read. When sending your press release via email, use the headline in the subject line. This will help your press release stand out from the hundreds that are sifted through every morning. A tantalizing headline increases the chances that your email will be opened and your press release read. Unread press releases are the least effective kind!
The most effective press release answers the five Ws (who, what, when, where, and why) in the first sentence. Have the answers to the five Ws before you start writing your press release. Condensing the information into a concise, coherent sentence takes practice. This sentence should be factual and to the point. A press release is not the place to impress the reader with your poetic imagery or witty prose. Here is an example of a sentence that answers the five Ws.
Today in Boston, as a fundraiser for the March of Dimes, Bob Smith, 89, broke the world record for noodle eating.
The Headline might read, “Old Man Eats Macaroni for Money.”
You can write a press release by following a template, but your efforts will be wasted and get little, if any, results. Writing a successful press release, one that gets the attention of a reporter and leads to a full story in a publication, takes the ability to write amazing headlines and concise introductory sentences. Both of these skills take considerable practice before they are mastered. Once they are mastered, your press releases are sure to get the results you’re looking for.
