How to Write a Press Release About Your Business
Any successful business owner should know the basics of writing an effective press release. If you haven’t written one before, these guidelines can help you draft a press release that catches readers’ attention and generates positive results.
5 Tips for Writing a Press Release
1. Use It as a Marketing Tool
Consider the press release as another lever to pull when formulating your overall marketing strategy. Not only does it show that you’re serious about the information you want to convey, but if well-written, it can result in a significant amount of publicity for your business. While you don’t want to overuse it —especially when it’s unwarranted — frequent press releases can generate multiple news stories about your business, which is basically free advertising.
2. Make Sure Your Story is Newsworthy
Whether or not you believe your story is newsworthy, it’s your job to convince your audience that they should care about in the subject of your press release. Stick to subjects that are likely to make a broad impact, such as noteworthy hires or new product launches. Then, explain why the information matters to your audience and how it contributes to the credibility and success of your business.
3. Include Memorable Quotes
Quotes are a great opportunity to drive your point home while getting your name out to the public. Since the rest of your press release should be written as if an unbiased reporter had written it, the quotes you include can help shape the story to your liking. However, make sure that the quotes you use are articulate and memorable. Quotes that overuse clichés or are unintelligible may make your press release stand out for the wrong reasons.
4. Keep it Simple and Concise
Don’t clutter your press release with needless information or industry jargon. The main points of your story should be clear so that readers can quickly decide whether it’s important to them. One study from Greentarget found that the average journalist receives at least 50 press releases each week and spends less than one minute reading each one — assuming they opened it in the first place. Therefore, it’s essential that you cut to the chase and use plain language, especially if the subject matter is complicated.
5. Know Your Audience
When you’re ready to distribute your press release, choose your media outlets wisely. If you’re a small business owner and most of your customers are local, it may make more sense to send your press release to local news outlets and business journals than to national news sources. If you specialize in a unique field, consider trade publications that cater to readers who are interested in that subject matter. For your story to be picked up, the information needs to be relevant to your audience, so do your homework. A focused approach — followed up by a personal note or phone call — is usually more successful than distributing your story to the masses.
Press releases are a great way to attract attention to your business without having to spend a lot of money on an advertising campaign. When done correctly, they can be a very effective marketing strategy. However, to get the results you want, it’s important to avoid the common mistakes that cause readers to ignore a story. By following a few simple guidelines, you can craft a press release that generates interest and helps take your business to the next level.
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