An organisation, institution, or corporation is often associated with press releases. It is a structured written statement to be given to media. It conveys precise and succinct information regarding an official announcement of some activity, such as an operation, product launch, trade show, event, or other activity of an organisation.
Any organisation can ensure viral and international visibility and gain full attention by leveraging the power of press releases with a fresh and redefined approach. Anyone can access and read a press release now on a variety of platforms from anywhere, at any time, making it a highly effective, and easy marketing tool.
What are the structural components?
It is vital to follow a template of standard structural components for writing press release, boosting professional and well-organized content. This can hold readers’ interest and make them excited while they read.
The length of press release write-up may range up to eight hundred words but not less than three hundred words, and the body typically comprises paragraphs usually up to five or four. A headline, introduction, body, and other details typically include among nine structural components in a press release.
Following are the typical components
1. Letterhead – A letterhead is a printed sheet of paper of an entity with headings such as name, address, logo, or corporate design.
2. Media Contact Details–The Public relations or other public relation contact person’s name, email and postal address, phone number, or any other contact information.
3. Headline–Summarise the news in a few words to attract reporters’ attention
4. Sub-headline- A sub-headline to explain the headline in more detail
5. Dateline–It mentions press release date, name of the city where it is released, and if already circulated among media, request not to publish it again
6. Introduction–A paragraph of brief introduction that gives information of the purpose of the news release with answers to such inquisitive questions like what, why, who, and where concerning the subject
7. Body–Gives contextual details, statistical data, background, or other news-related data.
8. Talking points–known as “boilerplate,” contains a brief “about” segment with background information on the business organisation, or person issuing the document.
9. Closing Paragraph–signals about the end of the press release.
Here are some helpful hints for writing a good press release.
Consider your options wisely and realistically
Do not write a fairy tale for the press release without thinking creatively and realistically. Otherwise, there is a chance of skipping reading the release by the attending reporters. Imagine how a reporter might write, but do not write in a journalistic style but understand writing steps. As journalists receive many press releases by various means, they would most likely go through the one that illustrates meaning, relevance, perspective, and impact.
As an outside-box-thinking writer of the press release be creative with headline and subject line to strike the right balance between them. The rest of the press release needs to be logical, reasonable, and practical. Do not make the press release with too much effort lest it may look like an advertisement, but not newsworthy. Keep an underlying sentiment in mind while staying objective.
Say it with perspective
It will suffice if there is a touch of enthusiasm for the event of the subject with style. Optimize and describe the viewpoint of the company and social consequences, before choosing the perfect style. As a press release is news, and it has its own unique perspective to unfold the story. Popular perspectives include the influence of the news on the relevant society, whether it stirs up a debate, whether or not it highlights achievement, and if it touches the readers’ passions.
The 5-ws of the Perspective
The 5Ws stand for Who, What, Where, When, and Why. Some writers add a sixth question, how, to the list. The 5 W’s is a method of analysis that can unveil the viewpoint of the company making the press release. It can show what is going on, what the story is about, who is involved, where and when it will happen, and why it is important. Press content should respond to any concerns that reporters might have.
Provide an inspiring, powerful statement from an industry authority to lend credibility to the press release. Such a statement might liven up the storyline and show why it is relevant. The last paragraph should include background information about the company with narrative insights. Designed and explained properly, a press release can become a passport of the company to publicity and good coverage in media.
Here are a few mistakes to avoid when drafting a press release,
Avoid data not worth the news
Write a newsworthy press release that discusses how the subject in the release solves an existing problem or issue, and how it affects society, making it groundbreaking and worth talking about. Consider what makes a press release enjoyable and interesting to read. The press release may become redundant without new, creative, and innovative angles for the news.
Make certain that the press release becomes relevant to the recipient, and it appeals to their audience. While some people may find the content fascinating, others may find it meaningless. This not only becomes a pointless exercise but can also harm the company. Tweak it to suit particular needs if given to many news agencies or reporters.
The press release is not promotional material, although the advertisement is. Let the business data speak rather than projecting on increasing sales that sound like an advertisement. Make a newsworthy release about the company with a convincing narrative and detailed facts.
New relevance has assumed for the press release as the popularity and influence of social media have increased. A press release with improvements appropriate for social media can easily integrate with marketing on social media. Since writing a press release is a challenging task, it needs to spark audience trust, their sustained interest, and able to attract investments while maintaining objectivity and impartiality.
It can be used as an SEO tool to promote a company’s online presence as well as a direct contact tool to convey messages to the audience, including investors, consumers, and future employees, and educate them about the company’s business,