Getting media coverage is one of the top goals for many businesses when distributing a press release. However, with journalists receiving hundreds of press releases daily, it's becoming increasingly difficult to break through the noise. While a lot has been said about press release distribution, not enough focus is placed on crafting releases that capture journalists' attention from the get-go. In this article, we will explore three effective tips for writing press releases that journalists find intriguing enough to read in their entirety.
The first tip is to write an attention-grabbing headline. Your headline has mere seconds to entice journalists to read more, so it needs to convey the most critical information efficiently. Avoid vague or boring headlines like "Company Announces New Product Launch." Instead, optimize your headline with impactful keywords while teasing just enough intrigue. For example, "Made-for-Mom Product Launches to Rave Reviews from New Parents."
The second tip is to get to the point fast. Journalists are busy, so don't waste their time with fluffy introductions. The icebreaker paragraph should directly answer the core questions: who, what, when, where, why and how. Only then can you expand on additional details to flesh out the story. Addressing the essential details upfront in a clear, concise manner keeps journalists engaged.
The third and final tip is to provide real value and insights. Beyond the basic whats and whens, give journalists informative quotes, colorful anecdotes, fun facts, or compelling statistics that brings your announcement to life. Give them useful elements they can directly lift into their own articles to save time on research. The more value you offer journalists, the more likely they will be to spread your message further.
By following these three tips, you can significantly increase the chances of journalists actually reading and potentially covering your next press release. With the right approach, press releases remain a highly effective tool for garnering media exposure.