30 June 2022
Every day thousands of press releases exchange hands but only a small fraction of them secure a spot in the media. Press releases continue to be a top source of information for journalists, with 71 percent of journalists saying they prefer content in the form of press releases from brands.
Perfecting the way you write a press release is hence important to get the desired attention from journalists and promote your company in the media.
After you have gone through the above checklist, create a quick content outline to capture the main points that need to be covered. Put the most important point right on top and organise the rest of the information in a descending order of importance.
Once a press release has been crafted, it will go through a few rounds of approvals and edits within the organisation. If you have mentioned a customer or a partner, it will of course need the concurrence of that company. The content needs to be proofread once it gets finalised to ensure that no errors have slipped in.
Now it is time to blast it out. How are you going to disseminate it?
If you have engaged a public relations agency, you can leave this part to them. You also have the option of signing up with an online wire agency. It is a good idea to supplement this effort with a targeted approach. Compile a list of media contacts and email them your press release with a personalised note.
Getting a press release right is difficult. It needs to be short and crisp, deliver all the necessary information and be in line with your overall market positioning. Whether it packs a punch depends on how well you bring out the value proposition – what is in it for a reader – in as powerful a way as possible.