Press releases are a staple of a PR consultant’s work. They help share a client’s news with relevant media and bring it to the attention of the intended audience.
As a Benelux PR agency with many international clients, we often work with corporate press releases. A client sends the final version, frequently from the US, and we translate or localise it. In other cases, we start with a blank page. Writing a press release may sound straightforward, but there is more to it than you might think. These four tips will help.
1. Identify the news
It sounds obvious, but always ask yourself: what exactly is the news? That decision makes a substantial difference to the release. Has someone joined the organisation? Is there a new product or service? Or is the story about something else entirely?
Data and PR also work well together. Research can reveal new insights, so findings from a study recently conducted by the organisation may provide a strong reason to issue a release.
2. Think about your audience
You want the news to reach the right people. Consider what matters to them and what they would actually want to know. What is in it for them?
If you are targeting IT managers, it may be appropriate to explain a product’s technical features in more detail. A consumer audience may need a lighter, more accessible approach. Your audience should shape both the content and the angle.
3. Follow a clear structure
Start with an engaging headline and introduction that capture the reader’s attention. Keep the introduction concise so the news is immediately clear. Then provide the specifications and supporting detail.
Close with the relevant conclusion and, for a product, availability information and suitable images. A useful quote can add colour and perspective while providing detail without repeating information already in the release.
4. Check the details
Once the text is finished, check the practical details. Does it include the client’s logo, the location and date, the company boilerplate and contact information? Do all the links work?
A final check is always necessary. Once that is complete, the release is ready to go.
These four steps provide a solid foundation. If you are unsure how to approach your next press release, contact us. We would be happy to help.
Corinna
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