PART 2: 6 easy tips for writing better press releases
In the first part of my blog, I explored the importance of press releases and why they are still crucial for securing coverage, enhancing media relations, gaining consumer trust and telling stories. As promised, in this part I will be sharing six easy tips to help you write better press releases starting today!
Use short, strong headlines that capture the overall messages of your press release without the audience even having to read the rest. If you want to make it extra tempting for the media, throw in a media hook by thinking about what makes your news different, exciting, unique or spectacular.
In your introductory paragraph, you should be focusing on the 5 Ws: Who, What, Where, When and Why. A perfect press release relies on short, straight to the point paragraphs that tell the news upfront. Only use your most important information in the first paragraph, and do not over work it.
Sometimes there isn’t room for the ‘why’ in your first paragraph, so don’t be afraid to add a short second paragraph. This gives you more room to explain the importance of the news without overworking the press release with long blocks of text.
In press releases, quotes provide the human tone of voice, thus ‘humanising’ your news. Use your quote to:
All extraneous details should be neatly contained in an additional paragraph. They could include details like how a product works or what workshops an event will feature. These details are ‘nice to know’ but not essential, hence their placement towards the end of the release.
Just like when you were writing an essay back in school, your final paragraph should sum up the entirety of the press release. It can be used for several crucial reasons including:
Press releases vary widely depending on the news, but as a final bonus tip, always aim to keep your press releases within an A4 page if possible. In today’s busy world, make the media’s life easier by providing them with a press release that is a joy and a breeze to read.
Antoine Boghos is the Account Executive of Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA. | www.cbpr.me