A press release is a "strong link", the absence of which significantly reduces the effectiveness of any PR company. Most often, press releases are timed to an event, presentation or advertising campaign.
The main task of a press release is to draw the attention of readers to the upcoming campaign, to interest them in this event, to establish contact between the organization and the target audience.
A press release is the very “strong link” without which the effectiveness of any PR company is significantly reduced. Most often, press releases are timed to an event, presentation or advertising campaign. The main task of a press release is to draw the attention of readers to the upcoming campaign, to interest them in this event, to establish contact between the organization and the target audience.
Unlike advertising texts, which are about products, goods or services, press releases are news in nature. Their main task is not in open advertising, but in attracting the attention of the target audience.
Key points of the press release
Information - the news component should be the basis of the press release. In order for a press release to attract the attention of readers, tell us about an event that will surely interest your target audience. Promotions, new services, development of new product lines, anniversaries, awards, achievements, contests - all these are the very "cogs" that turn a disparate set of facts into a clear mechanism.
Structure. The classic press release is a pyramid, both in form and in content.
As you can see, the "form" assumes a short laconic heading, a lapidary first paragraph and a voluminous main part. "Content" consists of the same parts, but the main body of relevant information should be contained in the title and in the lead. The main part is details and more abstract information about the company.
Language - Write your press release in a lively, understandable language. Remember - this is not a promotional text, but a news message that should pique the reader's curiosity.
How to write a press release
A good press release is made up of individual segments that fit together like individual parts of a complex watch movement. An experienced copywriter, like a virtuoso watchmaker, carefully hones every detail and assembles them into a reliable movement.
The headline is a kind of "dial", the first thing the reader sees. Make it attractive, but try to accommodate the preferences of your target audience. If a press release is intended for a business audience, then the headline should be concise and strict. If you want to attract the attention of a more relaxed audience, then it is advisable to make the "dial-title" brighter, maybe even spicy.
A resume is a short instruction manual that is used for technical purposes. In it, you need to succinctly answer a single question: "What does the author want to say." The main task of the resume is to define the subject of the press release.
The main part is the very "gears" that animate the "dial", fill it with informational meaning. Here are the main gears that support the entire work of the press release:
“What” - describe the main storyline of the news, what, in fact, is a question of;
“Where” - Satisfy the curiosity of readers by talking about where the events take place;
“When” - readers want the latest news. Don't forget to include the date;
“To whom” - tell who this news will be interesting or beneficial to;
“How much” - the answer to this question can become the very “lubricant” that will facilitate the contact between the company and the target audience;
Try to keep within fifteen hundred characters - the optimal size for the main part of the press release. London Big Ben is not our case. However, if necessary, the volume may vary depending on the preferences of the author.
Contact details - if we continue the analogy with a clockwork, then contacts are a pendulum. The detail, at first glance, is small, but without it, the "watch" turns into a non-working set of spare parts. Indicate mobile contacts, website address, as well as the last name, first name, patronymic and position of the contact person who is ready to provide additional information to everyone who is interested in the news set forth in the press release.
The company profile is a striking logo painted on the dial. It does not carry a functional load and, in principle, a press release can do without it. However, information about the company helps to orientate both the editorial staff and the readers.
Product Details - An alarm button designed for discreet advertising of products.
Whether a press release will achieve its goal, whether it will be able to expand the information field of the company, depends on the skill of the author working on the text.
