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Are your press releases really hitting the mark?

August 17, 2013

press releaseDespite their efforts, some businesses struggle to get their press releases noticed by their targeted media outlets. Although there may be many reasons for this, the easiest aspect to get right should be the ability to write a truly effective press release.

Whilst writing a press release is not as easy as it may seem for some people, following these top 5 tips will certainly help to make your press release more appealing to a journalist or editor:

  1. The headline is the first line we read, so make it engaging, persuasive but also relevant to your product/service. Avoid dull headlines.
  2. Add some direct quotes in the press release from a prominent figure in the business or another key subject of your press release.
  3. Organise an event or stunt that is creative or has some community or charity benefit. The event should have some relevance to your business too. Remember, a press release is not a sales document; it’s an opportunity to pitch an interesting piece of ‘news content’.
  4. A press release needs to be concise – no more than 1 or 2 pages at the most and make sure that each paragraph is short but builds logically from one message to the next.
  5. Lack of a proper boiler plate is an issue. There is a standard format for press releases which should always be adhered to. Journalists are more likely to ignore press releases that aren’t presented in the right format.

Well written and structured press releases that impress in terms of content and format will get noticed. Paying attention to quality content is undoubtedly the best way to maximise your marketing efforts.

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