The press release remains an essential tool, even in a digitized strategy. It helps strengthen your credibility and attract journalists’ attention. To write a compelling release, it is crucial to clearly define your objectives and the right timing for communication. A well-structured approach maximizes impact and can lead to significant media coverage. Do not overlook this traditional tool that can effectively complement your digital efforts.
What is a press release?
A press release is an essential document for any company looking to promote a news story to journalists. This text, usually brief, helps to showcase your products and services in a simple and free manner. By sending it to various media outlets such as print, radio, or television, you increase your chances of visibility. However, it is crucial that this document is well-written and addressed to the right person to maximize impact. An effective press release can lead to an article or even a televised segment, at no additional cost.
Press Release: When to Write It?
To write an effective press release, it is essential to focus on a fresh and relevant news story. Here are some suitable opportunities to engage the media:
- Product launch
- Event organization
- Appointment of a leader or structural change
- Securing a fundraising
- Opening a new store or office
- Presentation of a new partnership
- Acquisition of a competitor
It is crucial not to overlook the news of small businesses, as even a very small enterprise can attract the interest of the regional daily press. However, avoid sending press releases for micro-events, to prevent boring your contacts.
What Should a Press Release Include?
A press release should be written in a neutral and objective tone. It is not an advertisement, but an information tool intended for journalists. The aim is to communicate relevant news from your company to them. To increase your chances of obtaining media coverage, it is essential to provide solid content and address a hot topic.
A clear and concise message
To write an effective press release, it is essential to be clear and concise. Start with a catchy email subject line. The angle of your topic should be specific, thereby avoiding any confusion. Think about your target audience, as journalists need to engage their readers. Use the 5Ws (Who, What, Where, When, Why) to structure your message. Include statistical information to enhance interest. Prioritize the information to allow journalists to quickly write an article. Provide the contact details of a person for further information.
How to Capture Journalists’ Attention?
The title of a press release is crucial for capturing the attention of journalists. Indeed, they receive a large number of press releases daily. To stand out, it is advisable to adopt an original approach, such as a relevant play on words or an intriguing question. Linking current news to a topic of national interest can enhance the impact of the message. For example, a software publisher for nursing homes could mention the rise of the Silver Economy by including statistical data on the potential of their solution.
Press Release: A Very Structured Format
A press release should be concise, not exceeding two pages. It must contain the following elements:
- The press release mention
- Date and location
- Company logo
- Short and explicit title
- Optional subtitle
- Lead summarizing the main information
- Practical information (product, contact details)
- Contact details of a press contact
- Illustrative photo (if necessary)
- Institutional section: presentation of the company
The layout must include name, creation date, industry, as well as specific features and prestigious clients. It is essential to provide context for the journalist.
What style to adopt?
To ensure the objectivity of a press release, it is essential to write in the third person singular and in the present tense. Avoid pronouns such as I or you, as well as overly advertorial formulations. For example, instead of announcing « I am pleased to inform you that due to the success achieved, our company is launching a fundraising campaign! », it is more appropriate to write: « Building on the enthusiasm of its 1000 first subscribers, company XX has just launched a fundraising campaign. » This approach enhances the credibility and impact of the message.
How to Relay a Press Release?
To effectively distribute a press release, it is crucial to target your recipients. Prioritize quality over quantity by segmenting your sends based on the interests of journalists. If your company is based outside of Paris, focus on the local press, which values regional initiatives. At the national level, concentrate on the economic press and thematic publications suited to your sector. Personalizing emails can increase the open rate, so do not hesitate to tailor your message. Send your press releases in the morning, between 8 AM and 1 PM, and ensure that your website and blog are up to date to enhance your credibility with journalists.
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