There are a variety of ways to effectively get your company name to shine both online & off. Many of the most effective marketing and branding methods involve some sort of writing, be it a blog, website article, byline or press release. Each of these written materials has a unique purpose and tone. Blogs & websites often act as the voice of the company or individual and bylines too have a professional tone, but press release writing is unique in its own special way. A press release is written with the expectation of drawing in news and media professionals rather than the engaged consumer.
While anyone with a professional understanding of a particular field can format a blog post or website article that is informative and potentially even engaging for the consumer, it takes a special expertise and understanding to write a press release. Press releases must stand out to a whole new audience, an audience that views potentially hundreds of news releases in a single day. The release must be captivating and informative while maintaining a unique tone that sets the stage for media representation.
A Unique Audience
Unlike a blog post which often takes on the unique flavor or style of the writer, press releases must appeal to a more unique audience. The media professionals who will quickly scan a press release to determine whether the news being shared is worthy of sharing further are bombarded with pitches every single day. What is it that makes your press release stand out against the hundreds of others that hit the inbox of the publisher each day?
Media professionals are incredibly busy—so making your news stand out is the only way to get seen! Press release writing must be professional, yet authoritative; it must make an immediate impact on the reader and it must do so quickly. News must be provided succinctly and with just a single paragraph, the release must grab the attention of the media essentially sucking the reader in. Too much fluff or burying the lead is a sure way to get overlooked.
It’s easy to get hung up on the details if you’re writing about your own company. Every detail seems important enough to announce, but your biased attempt to get the word out may be hindering your press release from getting the exposure that you’re looking for. Instead, sometimes it’s better to take a step back and allow a quality press release writing service to help you announce your news in a clear, concise and powerful way.
Press Releases Formatting
The technicalities of a press release, such as the placement of the words, “For Immediate Release” are yet another reason why press release writing is simply unique. Omitting the words “For Immediate Release” or forgetting to put in the end marks may lead your story straight to the trash can; the powerful words that you’ve wrote pertaining to your news story mean nothing if nobody ever reads them!
Press releases require essential formatting for things like: datelines, headlines, subheads, boilerplates and end tags. Each component must be included and correctly formatted in order for the release to look professional and to be complete. While you can easily add each of these features into the release, ensuring that all formatting measures have been met while maintaining the consistency and tone that is indicative of a news worthy story can be challenging if you’re not a professional press release writer.
A press release writing service can tailor a unique release to announce your company news in a way that will stand out, be seen and gain the media coverage that you’ve been looking for. What makes press release writing different? It’s the style, the tone, the audience and the coverage that you’re trying to achieve that makes writing a press release a complex project that is often most effective when completed by a professional.