To make sure that your press releases get seen, shared, and improve your corporate reputation, you’ll have to write a killer release. We asked experts to share their recommendations for writing a release that gets results. They told us that getting to the point with concise, helpful information is the most effective way to write a press release. But of course, there’s more to it than that. Read on to learn about these points and more for making your press release stand out among the crowd.
How to Write a Press Release That Stands Out
It can be a real challenge to break through the noise and get media outlets to notice you. Follow the T.R.U.E. method to make your press releases stand out.
- Trending– Tie your press release to a trending topic
- Relatable– Have an audience in mind when drafting the press release
- Unique– Offer a new angle or data that others haven’t covered yet
- Exclusive– Offer access to an insider for exclusive quotes
Share Important Information First
It’s essential that you share the most important information first. Journalists and readers want to get to the point, so give it to them. You should also keep in mind that often, as readers are skimming, they’ll hit the first sentence or two and possibly not much else. So the very beginning is absolutely key for conveying the heart of the press release.
“Your headline and first sentence should sum up everything there is to know,” says Bookmasters director of marketing and publisher relations. “If you can’t convey the heart of your message quickly and efficiently, you’re wasting everyone’s time.”
Getting started with a laser focus is a recommendation of many marketers.
“We strive to keep our press releases as brief as possible and directly to the point,” says 48West Group managing partner Leigh Dow. “We establish the one critical point we want people to know and then make it clear in the release.”
Top Cat Creative marketing communications specialist TC McClenning suggests using an inverted pyramid style. She explains that this style allows an editor to quickly use your release in a limited space by sometimes only publishing the first two or three paragraphs. Large newspapers and national publications receive thousands of releases each week.