Designing A High-Quality Press Release: Tips To Follow And Mistakes To Avoid

(Photo : Teemu Paananen on Unsplash)

Are you curious about how to write a press release? Writing an announcement can be a great way to get publicity for your business or event. But how do you write a statement that will actually get read? In this article, we'll give you tips on writing a dispatch that will get noticed.

Why write a press release?

A press release is an excellent opportunity to get the word out about your brand and its products. It can also generate buzz around an upcoming event or launch. News outlets often pick up press releases, which can give your enterprise or brand valuable exposure.

What is the purpose of a press release?

The purpose of a dispatch is to communicate newsworthy information about your brand in an effort to generate media coverage. A well-written announcement can effectively build brand recognition and drive traffic to your page.

Who should you target with your document?

Your dispatch should be targeted at media outlets likely to be interested in your story. It could include local newspapers, TV stations, and popular blogs in your industry.

Qualities of a killer press release

1. A catchy headline. Your headline should be catchy and to the point, clearly communicating what your dispatch is about. Avoid jargon or marketing phrases - stick to straightforward language reporters will understand.

2. A striking lead. Your lead (first sentence) should be stunning and hook the reader in, making them want to read more. Add the most important information here so that even if they only read the lead, they will still get the gist of your story.

3. Key information included. Your document should include all the essential details about your story, including who, what, when, where, and why. Be sure to include quotes from key people involved and any statistics or data that could be helpful. Don't hesitate to turn to VistaCreate to add visual interest to your company. 

4. Easy to read. Your press release should be easily readable, with short paragraphs and explicit language. Stay away from complex terms or overly technical terms - stick to language people can comprehend.

5. Newsworthy. Your story should be newsworthy and exciting, something reporters want to write about. Be sure to make your case for why it's topical.

6. Free of errors. Your piece should be free of grammar and spelling errors, as this will reflect poorly on your company. Proofread your document before sending it out, or have someone else check it for you.

(Photo : Designing A High-Quality Press Release: Tips To Follow And Mistakes To Avoid)

Following up after your release

Once you've sent out your press release, follow up with the media outlets you've contacted to ensure they received it and see if they have any questions. If you don't hear back, don't be afraid to reach out again - sometimes, it takes a few attempts to get on their radar.

Mistakes to avoid when composing a press release

Omitting the about us section

When writing a press release, it is essential to include an "about us" section so readers can learn more about the company or organization. Ignoring this section can make the document seem less professional and cause readers to lose interest.

Writing about something that isn't remarkable

Ensure that the content is timely and relevant. It means that writing about something that isn't sensational can be detrimental to the document's success. People will likely see the press release as unimportant and not worth their time. Additionally, attaching something that isn't topical can make it more challenging to get it published in the first place. 

Being excessively promotional

Remember that your goal is to gain media coverage when building such a statement. If a press release is nothing more than an advertisement for a product or service, the media outlet will likely not cover it.

Ignoring contact information

If you design a press release, ignoring contact information is terrible because journalists may want to follow up with additional questions. Including contact details makes it easier for journalists to get in touch with you and receive the information they need.

Beating around the bush

Beating around the bush is often seen as unfavorable because it can make whoever is doing the beating appear evasive, wishy-washy, or even untruthful. Doing that can make an organization or individual seem unprofessional, which is the last thing you want when trying to garner positive media attention.

Conclusion

Writing a press release is not as difficult as it may seem. Remember to keep it sensational, include all the most critical information, and write clearly and concisely. With a little practice, you'll write an announcement like a pro in no time!