A common problem that business owners encounter when writing press releases is that the content of the release isn’t truly a piece of news. Although potentially informative and interesting to those within the company, journalists and other readers want legitimate news and will quickly overlook a press release if it isn’t just that.
Understanding the differences between a good and bad press release are imperative to writing effectively and achieving a wide distribution. Consider the following:
- Know your Audience and Publication: Different publishers have different audiences. Cater to various publication sources by making small changes in tone and style that will better resonate with the intended audience.
- Inform the Reader: Ensure the press release does not come across as a sales pitch, promoting products and services in what is meant to be an informative piece of news.
- It’s not all about you: Many authors get excited and list the company or brand name over and over, turning the press release into an “About Us” section of a website.
- Quality Content: Write in a style that you’re comfortable with to ensure that your press release flows naturally. Avoid clichés and awkward phrases that can alienate readers.
- Be Concise: A press release is meant to be a resource for the media. They are relying on your information to inform others. Say only what needs to be said: who, what, where, when, and why.
The next time your company has a newsworthy announcement, these basic guidelines will assist you as you consider the construction of a press release. The copywriters at Fasturtle are experts in press release creation, blogging, and content optimization and are happy to help your business facilitate the process. Call Fasturtle at (888) 468-8785 or visit us online for a complete listing of the services we offer.