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Constructing effective press releases
A press release needs to have a headline that immediately captures the attention of the news media member. They need to see that you have a story right away and that it is worthy of making the news. Have a good headline will draw in the attention and then the opening paragraph will bring in more interesting information. The press release needs an opening paragraph that causes the reader to think "hum this is interesting" and makes them want to keep reading. It needs to have a good story right away in order to keep people interested in the press release. When writing a press release, never write it for keywords and for a sales tactic. This will not work and it will only end up frustrating the people that you are sending the press release to. The story can be focused on your business but you don't want it to be selling to the media as it will not make a story. Always write a press release that puts you in the shoes of the person reading it. What type of information do they want to read? What type of information do their readers want? Research the individuals that are going to receive the press release so you can learn about the type of stories they typically cover and so you can write a press release along those lines that will interest them. To see what makes a press release good, take time to research some. Read over these press releases and you will be able to see if it peaks your attention and makes you want to read on. In just a few seconds you will be able to tell if the press release is making a good impression or not. The angle that you take needs to highlight what makes your business different from others and why the news media member will want to do a story on your business. You should focus on the positive things of your business but you also need to focus on the success you have been able to achieve through your hard work. Do not blitz the media with too many stories. This will only annoy them and it won't do much for your organization as the will start throwing away the press releases. Only send out a press release when you have something that is news worthy. |
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