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10 Techniques for Irresistible Press Releases

Imagine pressing a button and watching the world tune in your message, your brand, front and centre of the buzzing global or local news feed.

That’s the power of a well-crafted press release. But crafting that perfect announcement that captivates editors and audiences isn’t just about putting pen to paper, it’s art. And in this blog, we will be giving you tips you can use to push your brand message out there.

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What is a Press Release?

A press release is a company written announcement that is shared with stakeholders through a variety of channels such as newswire services, emails, company websites, social media or media outreach strategies like pitches. A press release is also called a media release.

Purpose of a Press Release

It is important as a Public Relations tool because it helps quickly share news about various activities a company is involved in such as events, product launches and company updates. It assists businesses in creating needed publicity and brand awareness that generates media coverage.

 

7 Uses of a Press Releases

In business communications, press releases can be used for many different objectives depending on the goal a company wants to achieve. Here are some examples below:

  1. Product Launches: A product launch is a business’s effort to introduce a new product to the world or in the market. A press release is crafted a message that details essential information such as features, benefits, pricing, and availability with an aim to capture the attention of media outlets, bloggers, and journalists. It builds anticipation within customers so they may fly to the shops to make a purchase once the product is available. If the launch includes an event, the press release doubles as a promotional tool to invite e media representatives, influencers, and industry leaders to participate and cover the event.

 

2. Company Announcements: Significant corporate changes such as rebranding, achievements, partnerships always occur in companies. A press release is the main communication tool used to share such information with employees, the media and the general public to keep them in the know. It is good in maintaining transparency that ensures stakeholder expectations are always satisfied.

3. Events: Corporate events are such a fun way to engage with either internal of external stakeholders of a company, usually used to boost company morale, strengthen relationships, celebrate, educate and so forth. Press releases are used to help promote upcoming events with details such as the event’s purpose, location, date and how attendees can participate.

 

4. Crisis Management: In times of crisis, a well-developed press release is a common crisis response strategy that saves the company from negative press, speculation and a potential downfall. Companies use them to address issues, clarify misunderstandings, or express their viewpoint on a particular matter to shaping public perception​.

5. Community Engagement and CSR: When companies engage in community service or launch CSR initiatives, they often share these efforts through press releases. This not only promotes the event or activity but also enhances the company’s image as a socially responsible entity that abides or follows the UN Social Development Goals​.

6. Research and Development: Businesses might issue press releases to announce breakthroughs in their research, new patents, or technological advancements. These releases can attract potential investors and partners interested in the company’s innovation capabilities​. Positioning them as a though leader in their respective industry of practice.

7. Content Marketing: Beyond traditional news, press releases can be repurposed as content marketing. Once released, the content can be adapted for blogs, social media posts, and newsletters, extending its reach and lifespan beyond initial publication​.

What Goes into a Press Release

A well-crafted press release considers the following critical elements that makes your brand message stand out as soon as it reaches media streets. Every company must consider incorporating:

  1. A company must always understand the intention and purpose of the press release they want to share. This determines the clarity of the message that will be shared, the newsworthiness of the content within the press release and pave a way for the following categories.

2. Screamer/Headline: The headline should be attention-grabbing and straight to the point making sure it clearly summarizes the news. It was designed to capture the interest of journalists and readers at a glance​, making them want to read more and find out the information your company is sharing.

3. Sub-headline: This element is included optionally, but we think it is necessary as it provides more detail, offering a bit more depth about the press release’s content without delving into the body’s specifics​. It makes things easier for journalists to quickly understand the story’s angle and decide how they might cover it.

4. Dateline: This includes the release date and the location where the press release is being issued. It helps frame the timing of the news for the reader​ because reporters always want current news that are real.

5. Introduction: The first paragraph should answer the 5W’s and H (who, what, when, where, why and how) of your news. This section is important because it contains the core information about the news you are announcing​. Helping readers understand the intent of your press release.

 

6. Main content: The body of a press release elaborates on the details provided in the introduction. It should be factual, easy to read and go straight to the point. Providing enough context to understand the news fully, before the readers lose interest. Quotes from key stakeholders or experts can be included here to add credibility and a personal touch​.

7. Boilerplate: A short “about” section at the end of the press release provides background information about the company or individual issuing the release. This section typically remains consistent across different press releases from the same entity.

8. Contact Information: The press release should conclude with the contact details of the person who can be reached for more information in case there are follow-up questions or queries. This includes the name, phone number, email address, and the email address​.

9. Multimedia Links: For a website-based company that also has social media accounts/pages, including links to photos, videos, or previous publications enhances the press release and provide journalists with additional resources that could be used in their coverage.

10. Call to Action: While not always present, a call to action must be included to direct the audience towards a specific action a company wants them to takes such as visiting a website, RSVP to join an event​ or sign up for a competition.

Ideal Word Count for a Press Release

An informative press release is important but it should always be written according to the reading behaviour of the intended audience. Although there are no specific number of words that should be included, research shows that most successful press release contained a number of 300-1500 words depending on the intention it has.

So, we can find a middle ground of approximately 500 to 700 words. This length offers:

  • Enough space to explain the significance of news and its impact.
  • It is manageable for readers because it will keep their attention span from start to finish without becoming bored.
  • Strikes the right balance to avoid being too short, which could leave out important information, and being too long, which could overwhelm the main points with extra details.

What Makes a Press Release Newsworthy?

  • Timeliness: This is content that is happening in real-time, it shows how an entity is knowledgeable and experienced in their respective industry. We know that news spread faster than a speed of light with the help of technological advancements. Therefore, press releases should concern fresh stories, breaking news and promotions that will be relevant to the audience.
  • Relevance: Relevant content means it resonates with the current needs, interest or pain points of an audience. If your press release does not fall under all these categories of relevance them unfortunately it cannot generate the media buzz you are seeking.
  • Significance: The news should matter to a large number of people. It should have a clear impact or relevance to a broad audience, or at least to the targeted community or sector. Significance can elevate a story from being just another piece of news to something that media outlets see as valuable to their readers, viewers, or listeners.
  • Originality: Unusual, surprising, or unexpected angles make your story stand out. Words such as innovation, a new technology, a major advancement, or another unique approach can all add to the newsworthiness of a press release. People are always eager to read news they have not seen or heard of anywhere, making them news sources to their friends and families.
  • Prominence: Involvement of well-known companies, public figures, or brands can increase the appeal of a story. The association with prominent entities can elevate the perceived importance of the news which will drive more media engagement.

Best Time to Send out a Press Release

It is important to consider the specific days of the week when planning to send a press release. Mondays and Fridays should never be in your mind if you want to get attention and response from journalists. Usually, days like Tuesday, Wednesday, or Thursday are recommended because there is less cluster or competition from other email pitches journalists receive.

According to review42.com, the best time to send out a press release in South Africa, or anywhere else, is generally between 10 AM and 2 PM. This time frame is optimal because it aligns with the highest email open rates, which can increase the likelihood of your press release getting noticed by journalists and media outlets.

How to Measure the Success of a Press Release

A press release is sent out to evoke emotion and drive engagement with the organization that has shared the announcement. A press release is one of the easiest communication or marketing tools to measure. By so saying, you should be able to see:

  • Analyse audience sentiments to see and know which language tone people are using to discuss your brand online.
  • If your published or shared a press release, it should gain media coverage within the first day. It is recommended to wait 24 hours before doing a follow-up to make sure journalist do not lose your press release among the mountain of emails they have to pay attention to.
  • Measure website traffic, this gives the impression that people are eager to find out what your company is about and what it specializes in.
  • If your traffic is interested enough, they will interact with your website more. Given that it has elements of a positive website user experience.
  • More interaction on your website will build interest to find your social media pages, where they can easily access your posts and engage on a daily basis.
  • When they find value in your social media and website content, it is easy for them to convert to being your loyal customers.
  • Conversion means increased return on investment (ROI) and sharing of what you offer which means you gain organic links.

Expert Strategies to Ensure your Press Release Captures the Interest of Journalists

  • Choose the most relevant media outlet that aligns with your organisational goals for publishing your press release. This will ensure you reach the right eyes and ears for your messages.
  • Add engaging elements such as expert quotes, this ensures credibility and trustworthiness of your press release.
  • Work with your PR and marketing team to become stronger and more strategic.

You think you got what it takes to craft your impactful press release? Don’t wait, contact us today and let’s make headlines together. Join the ranks of industry leaders who choose our expertise for their success.

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