How to make your press release work hard to get the coverage you’re looking for

For world worker’s day, we’re not the only ones who should be working but your press release too! However, it can be difficult to get your work up to the standard you’re looking for. You might often find yourself in a slump distributing the same old, dull press releases proving a difficult cycle to remove yourself from. That is why we have compiled five tips below that will give your press release the kick it needs to work better than ever before.

Have a good headline

The first step is ensuring the opening words the journalist reads will grab their attention. Having an eye-catching headline that will concentrate the reader’s interest is the first step towards a successful press release. Your title should simply inform the reader of what’s to follow, portraying the point in an understandable manner. Your headline will do this if phrased correctly containing the main content points of the press release.

Newsworthy

Ensuring your topic is newsworthy and direct is another important aspect to weave into your work. If your subject is topical and commonly discussed, you are more likely to spark a journalist’s interest in your press release and overall work. If it is relevant to the current day and the goings-on in the news people will be willing to read it. Include various facts, statistics and data about the relevant information you are addressing. This will help give your press release the boost it needs and gives you an edge. It confirms to the reader that you’ve done your researcher, you’re educated in the topic at hand, know what it is you’re discussing and where you are going with your statement. It helps to maintain the reader’s attention throughout the piece as they may not have known these facts you are conveying throughout. It can boost the attention your work receives and add an extra quality to the writing. However, including statistics and numerical information in the headline will throw off people’s attention. Starting your press release with numbers in not half as enticing as a jaw-dropping, shocking, emotion-stirring headline, unless the numbers are eye-opening

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Length

Remember to keep in mind that you are not writing an essay. A press release is usually about a page long, two pages maximum. Any longer and you have already lost the reader’s attention. Before reading something, a journalist will usually check how long the piece is, asking themselves is it too long? Is it worth reading three pages of content? Is it a waste of valuable time that could be spent otherwise? Keeping your work confined to short paragraphs means journalists are more likely and willing to read your work as you can tell the quality of content after a few paragraphs.

It is much harder to keep a long press release both interesting and of good quality. Keeping your work confined to one page, concise and to the point will ensure the quality of writing is high and gets the point across in a successful way. Shorter one page press releases are more likely to hold the reader’s attention throughout. This tactic is better than including huge bulks of writing one must power through to read and can increase your coverage without a doubt.

Confidence

Believe it or not, being confident is an aspect of yourself that comes across in your writing. You have the option to use your writing to convey facts and messages or to influence and inspire your readership. Choosing the view-point you feel most passionately for will make your work stick in people’s minds, helping you stand out from the sea of others who also hope and aim to grab the attention of the media.

Ask yourself whether or not you would be interested in reading what you have written. Ensure you are interested in what you’re writing about, otherwise the indifference will be conveyed throughout the piece. A press release has purpose which must come across within if looking for good coverage.

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Proofread

Proofreading your press release is a highly essential part of the writing process you must undertake before distribution. One cannot expect to convey their intended message if each paragraph is riddled with mistakes, spelling or grammatical. It ensures your final draft is well-written, precise and to the point. If your work does not read well it may affect the journalist’s interpretation of you and your work which may taint your name and possible future press releases.

Anyone can propose a good press release topic but tackling the process of producing one is another story. Reading over your work slowly and with care will help you rule out any mistakes you come across, allowing the flow of your work not to be disrupted. Think of it as an analysis of your press release. You want it to flow naturally from beginning to end which most readers cannot do if they come across writing errors left, right and centre. Having to stop and start while reading a press release due to easily-spotted mistakes will throw the journalist off, especially if the content is not long. It makes you look inconsiderate and unprofessional to distribute unfinished, sloppy work. Proofreading is a must-do in order to correctly convey the intent of your piece as well as not taint what might be an excellent press release.

Want to ensure your press releases is working as hard as you are and reaching the right people? For more information click here or call Gaye on (01) 254 1845.