We have talked a lot about making sure that your press release is concise and easy to read and understand. Journalists, bloggers, and other writers don’t have a lot of time to read lengthy prose on your news, however, that doesn’t mean it needs to be a “just the facts” piece with no excitement to it. There are several ways to breathe new life into your press release AND keep it short and sweet.
Let’s take a look at a few ways to give your press release personality:
- Quotes That Say Something—One of the easiest ways to add personality is by including a great quote. The quote shouldn’t repeat information that you have already shared in the first paragraph; it needs to add something new to the conversation. The quote should come from someone with authority in your organization and should have a conversational tone. Avoid jargon and complicated terms.
- Include Your Logo/Brand—Including your branding in the press release and the email will differentiate your press release from the thousands received every day. Be sure to keep it within the standard press release format and don’t omit important information, like how to contact you.
- Have Fun with the Headline—The headline is the first thing that people read in the subject line of the email and in the press release itself. When you are writing the headline, consider where you are planning to send the release—how do they write their headlines? Do they like to include plays on words? Write your headline like they would write the headline. Remember to keep it short, between 60-80 characters and to write it in title case.
- Write It Like You Would Say It—We’ve talked a little bit about why it’s important for the quote to be conversational, but the rest of your press release should be as well. For example, let’s say you work in a very technical industry and the news you have to share is important, but statistical. You will want to find a way to convey the importance of your data without making the reader’s eyes glaze over in boredom. The easiest way to do this is to let them know how your data will affect their life. The key here is to be relatable.
- Narrow Your Focus—Trying to include everything newsworthy in your press release is another common mistake. Journalists and writers won’t know what to focus on and your press release will just get shuffled to the back. Choose the most important item from your list and then focus on it in your press release. If your boss wants to share everything new and exciting, separate these into blog posts or social media shares. Not everything needs to go into a press release.
How you communicate is a reflection on you and your company, so it is important to remain professional and well-versed in what you have to share. That said, write a press release that people will actually want to read!
Have some other ideas on how to make a press release sing? Talk to us in the comments.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: http://www.ereleases.com/offer/beginnersguide.html