Tran also points out that the most shared press releases are original and different, but at the same time, very readable.
Always Check for Errors
Typos and errors happen, but when they happen on a press release that’s shared by multiple publications and copied throughout the Internet, they’re really a problem. Take care to proofread your press release before sending it out to be shared.
“A press release can live online forever, so you want to make sure that the information is accurate and it is error free,” says Scampoli.
Give Readers Somewhere to Go
Be careful not to end your press release abruptly. You should always give resources for more information and a way to reach out with questions.
“Include all necessary contact and company details,” recommends Dizon. “Provide links to your company’s about page, and include a contact person whom the readers/reporters can actually talk to directly.”
Dizon adds that it’s not a good idea to put a CEO or company owner’s contact information in a press release if you know they don’t entertain this kind of communication.
Consider Timing of Your Press Release
Journalists want fresh news to share. Even news that is days or weeks old will be passed up for information that’s brand new.
That’s why Springboard PR president Domenick Cilea recommends timely press releases.
“Press releases must be fresh and coincide with news and announcements,” insists Cilea.
Press releases share exciting information, but be careful not to add embellishments that take things over the top — and outside of reality.
Cilea encourages honest press releases. He reminds writers that press releases must stick to the facts to earn credibility among reporters.
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