Public relations and communication specialists have been asking a single question for decades: What makes a good press release? It does not matter whom you ask; the answer remains: A good press release is clear, newsworthy, and attention-grabbing.
Public relations experts know that the first step is learning PR writing. Businesses must stand out from the myriad of mass-produced press releases to benefit from the best press release services.
The purpose of PR writing is to give value to the readers. Here are the best writing tips to optimize press release services.
Press Release Format
A well-written press release helps the reader to understand the message quickly. Here are the essential components of PR writing:
An attractive headline
The headline is the first thing both journalists and readers see. It is essential to write it carefully and use strong action words. But keep the headline under 100 characters. Yes, that’s a very tight word limit.
Dateline
In this part, businesses must add the city and date, telling when and where the press release was issued.
Lead Paragraph
In this, give a briefing about the who, how, when, where, and what. This will be the summary.
Body paragraph
This is the extension of the lead paragraph backed by the supporting quotes and details. In this, one paragraph revolves around only a single idea. In addition, to discuss the second idea, add another section.
Quote
Add valid quotes from sponsors or any representatives from the company.
Add data
Adding data to PR writing makes it more coherent and intrigues the audience. Refrain from adding outdated or irrelevant data.
Call to action
At the end of the body paragraph, add a solid call to action, which urges the readers to what to do next.
Boilerplate
Businesses need to add a brief description related to the brand here. In this section, highlight the values, mission, and achievements.
Contact information
Give the details so the business’s media person can contact you with any queries. Add all the possible contact details, such as name, phone number, email, and social IDs.
Multimedia
Adding attractive and well-designed infographics, photos, videos, or multimedia will increase engagement.
All professional press release writing services follow this standardized pattern. However, businesses must be creative while following the format to get the maximum results.
Strategies for PR Writing
PR writing requires more effort to make it successful instead of just a compelling narrative. It requires a deep analysis of the target audience, adding relevant multimedia, and SEO practices. Writing a press release is a no-brainer, but making it captive and persuasive is.
Here are some strategies to implement to get started with its art and science.
Analyze the Published Press Releases
It is always wise to analyze previously written successful press releases. Follow their word choice, format, designs, multimedia, and everything else. This will help businesses as a starting point for PR writing.
Define the Audience
Press releases are written for readers. Understanding them will help businesses incorporate the audience interest factors in their press releases. Ultimately, brands can build emotional connections with readers by using their language.
Be Concise
Nowadays, readers have a concise attention span. To keep readers hooked to the press release until the end, keep it brief, straightforward, and attractive. Usually, the word count for PR writing is 400 words.
Stay Relevant
The purpose of PR writing is to build a connection with the audience. Moreover, they will be interested in reading something new about the brand. For example, if the brand is about IT and the press release narrates the fashion trends, this does not make sense, creating a story around it.
An effective press release discusses the information related to the brand and its industry topics, not making the South about the West and vice versa.
SEO Practices
Incorporating best SEO practices into PR writing is the way to go. It brings the benefits of both the world’s media coverage and SEO. Keywords, optimizing descriptions and headlines, and acquiring good backlinks work together to increase brand search.
Provide Credibility
Writing plain paragraphs will not pique the reader’s interest, but numbers will. People do not want to read something without getting solid proof. Therefore, it is essential for PR writing services to add relevant statistics and data to the content to make it more comprehensive.
Add a Call to Action
Press releases should include a call to action (CTA) like any other marketing material. The objective is to bring readers to the website and inform them about upcoming launches or events. The CTA urges the reader to take a specific action related to the press release.
Conclusion
Now that businesses know what is needed to transform a boring press release into a compelling one, all the strategies discussed have been tried and tested, and it will require the creativity of PR writing services.
