Here’s the thing about press releases…
I’d like to share with you some things that you’re probably getting wrong with your press releases and how you can fix them. You might be surprised at how effectively you can promote with them if you approach the information from the correct angle.
1. The Format
There are various ways to format a press release. The real question here is how you intend to distribute. There is a difference between a press release that is intended for online distribution and one that will be distributed to print news outlets. This article does a good job of explaining the difference.
Suffice it to say that all the various online newswires have their own sets of rules and expect the documents to be formatted a certain way. Some want just a headline. Some want a headline and sub-headline. Some want the sub-headline to be wrapped to 145-155 characters so they can be used as meta descriptions.
Before you approach a copywriting company or freelancer for a press release, it is helpful to at least know where you intend to distribute. It’s even more helpful if you submit a style guide (although if you ask for a press release that meets PRWeb or Newswire guidelines, a good copywriter should be able to pick up the ball and run with it sans much further direction).
2. The Approach
Here is where you have to resist the urge to be too sales-oriented in your copy. Remember that a press release is rooted in facts, not opinions (but there are ways to sneak those opinions in – more on that in a minute). The perfect press release answers the canon questions of journalism: who, what, where, and when.
Who are you? – Introduce the company and spokesperson along with any other details that are relevant to the subject of the release.
What is your news? – What newsworthy reason do you have for being in front of people right now?
Where can people contact you or get more information? – You need real-world contact information. Phone numbers and postal addresses go way further than an @gmail email address (although you definitely DO want to include online contact information, too).
When should they take action? – The best press releases end with a clear call to action that conveys urgency or scarcity.
The “when” can also point to specific information on a time and date of an event or the expiration of a promotional offer.
3. The Length
The ideal press release is concise and to the point. Remember, you’re not telling a story here, so just stick to the facts. Make them interesting, but don’t go off on tangents. The ideal press release is around 400-500 words, although certain topics will obviously be a little bit longer.
A press release about the opening of a new nightclub, for example, will typically be shorter than one for a new herbal supplement that just got FDA approval. Why? Because the former is designed to create a buzz around a new business, while the latter is meant to inform and educate about a product that has loads of competition. It is important to be thorough in that instance so the reader knows why the approval is such a big deal.
4. Quotes
I cannot stress to you enough how important real, honest quotes are in your press releases. Yes, you can have your copywriter fabricate some, but if you do that, you had better make sure you read them and approve of the message they send. It is much better, and wiser, to use real quotes.
Quotes serve two important functions in a press release. First, they provide the necessary human element – they give the reader a break from static information. Most people will skip right to the quotes and read around them if they feel like it.
Second, quotes provide the opportunity to sneak your opinions in under the radar and still maintain a journalistic atmosphere in the copy.
“This new product is certain to become the new gold standard for Omega 3 supplements,” according to PhytoLife CEO Dennis Bradley…
See what they did there? They snuck in a rather bold superlative by making it a quote from the company’s CEO. The “according to” phrase has a powerfully neutralizing effect that allows those all-important opinions to fit with the definition of “news.”
5. Press Releases vs. News Releases
Finally, when you ask your copywriter to craft a press release, most often what you really want is a news release. The differences are outlined nicely in this article, although I’m relatively certain that the terms will always be used interchangeably anyway.
The point here is simply that you should know what you want to accomplish in a press release and the information you submit (as well as the style you request) should be appropriate for the format. If you intend to submit press releases for your brand often, you might want to get familiar with the format of a news release and develop a style guide around that.