The press release is a powerful communication tool. However, it is often neglected in favor of more trendy channels such as social networks or emails.
A powerful press release can go a long way in strengthening your brand image. Well written, this document can allow you to access significant opportunities and make your brand known, without resorting to expensive advertising campaigns.
How to write it well and structure it to make it attractive? We explain everything to you in this article.
What is a press release ?
First, it is important to understand what a press release is. It is a short document of 2 pages maximum, sent to press agencies, in order to relay relevant information concerning your company, to the media. It is most commonly used to announce news or a highlight of your business. This gives it credibility and obtains greater media visibility.
In this, it is important that the press release focuses on key information about your structure. You must be sure to have enough elements around which to communicate so that the repercussions and the interest of the media are sufficient.
Like your mailing, your press release should revolve around a single message. Now let’s take a look at the elements to keep in mind for a successful press release.
1. Address one piece of information at a time
Even if it is tempting to show the extent of the know-how or the actions carried out by your company, a press release is not intended to cover your news. On the contrary, it should focus on key information about your business.
To do this, you must make sure, even before creating your press release, that you have enough elements on which to communicate in order to really arouse interest.
2. Structure the body of the press release
Very simply, your press release must be able to answer the following 7 questions:
- Who ?
- What ?
- Where ?
- How ?
- Why ?
- At what price ?
- Who to contact for more information?
By following this structure, you will unfold a logical and relevant thread for your readers and make your press release more attractive.
3. Find a catchy title
As you can imagine, creating impactful content already involves choosing an evocative and intriguing title.
Even though the press release isn’t as widespread as it used to be, it’s still widespread enough to drown out news agencies. You must therefore stand out, from the title, to stand out from the crowd.
Choosing the title of your press release is not really different from the rules you apply in terms of marketing, in your emails , your content, your Pinterest pins , etc. You must therefore:
- Use action verbs.
- Stay concise.
- Arouse the curiosity of journalists . This can go through numbers: “ How we created 150 jobs in 6 months in the region ”, or an intriguing question “ They told us so, but we didn’t listen ”, etc.
3. Define the overall layout
To be impactful, your press release needs clarity. This goes through the structure mentioned in point number 2, but also through the layout.
Basic principle but worth remembering: include the words “ press release ” at the beginning of the document.
We then advise you to respect the following structure:
- company logo
- Chapô (the catchphrase that will bring together the information to remember)
- body text
- About (presentation of your company, its history, its core business, etc.)
- Contact for the press
5. Air out the text
It is important that your document is pleasant and easy to read. For this, be sure to structure the text with titles, subtitles, highlights, etc., as you would for a blog post !
Key information should be visible at a glance. Don’t hesitate to use a dynamic layout, which will catch the eye of readers and increase your chances of standing out.
6. Make your message clear
Of course, none of this has any value, if the heart of the press release is without interest. You may be tempted to outbid, to announce your results by the dozens. Or to announce the 4 events to come throughout the year, but you don’t have to.
As we mentioned in point 1, there can only be one event or one piece of information highlighted. But this must be accompanied by a clear discourse on the content. You can’t risk causing confusion. Your press release should be simple and precise.
The most relevant is to be based on a fact, a figure or the objective of your event for example.
If you want to show your value and the extent of your work, nothing prevents you from inserting links in the document to return to your website and give journalists an opportunity to discover your company in a broader way.
6. Communicating is not selling
From an editorial standpoint, your release doesn’t need to sell anything. To be impactful, your press release must not be an advertisement. Don’t get over-emphasized and keep your tone simple and restrained. The agencies are not there to buy but to judge the interest for them, to relay the transmitted information.
Avoid all superlatives or phrases such as: “ not to be missed ”, “ exceptional meeting ”, etc.
7. Find the right recipients
Finally, once all this work is done, you have one last step to accomplish. Send your press release to the right recipients.
Online agencies can act as intermediaries and spread your message. If you prefer to remain independent, then you will have to use your own network or create a contact journal, taking care to note:
- The name of the journalist
- The media
- His speciality
- His Twitter account (preferred channel for journalists)
- The address where to send the press release
The press release is therefore a communication tool to be taken care of: title, formatting, illustrations, recipients are key elements for it to be included in the media you are targeting.