How to create a winning press release
What’s a good story?
There are many over-arching topics you could talk about, here are just three categories which you could focus on.
Good news: Generally this includes company news e.g. product launches, expansions, mergers, new partnerships, employment expansion and new hires.
Great news: Topics that are more exciting e.g. Innovation, Charity events, Launch in new territories, feel good stories, events and conferences
Content: Non-news topics that are designed to educate, entertain or inform. So things such as blog articles and social media content would fit here.
What to write about?
Now that we have a rough guideline, you should start planning your own story. To do this you need to consider the items below and start populating the content. It’s always a good idea to plan the story before you go ahead and start writing.
– Headline – This needs to be eye-catching, concise and compelling all at the same time. Be specific in describing the most interesting part of your story.
– Opening paragraph – this will summarise in a short paragraph what has happened. It will elaborate on the headline whilst staying concise.
– Body Copy – This is a great opportunity to describe your five W’s: who, what, where, when and why. Write short paragraphs here and order the most relevant and interesting points first.
– Quote – A good press release includes a quote to reiterate the story or what has happened, usually from an expert or relevant party. This helps to create a voice or face for your brand and bring a human element to your story.
– Boilerplate – this will be your elevator pitch – a short few sentences at the end of the press release that explains what your business is, what it does, awards and recognition and where they can find more information through a company website, email or telephone.
Now you have the tools you need to create the outline for a good press release. Practice makes perfect so the more you start writing the better you will get. If you are still struggling get in touch with The Everyday Agency, we can help you set up an initial press pack and tailored press templates to get your PR up to scratch so you can take it to the next level.
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