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How to Write a Press Release

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A press release is an effective off-page SEO strategy that is used for public relations. These are very short when compared to other types of content but they are compelling and share newsworthy information such as a product release, a business event, or any other announcement that a business or organization may need made to their audience. In essence, it is a short news story that is sent out to targeted members. A press release is designed to pique the interest of the audience and it should contain all of the basic information such as who, what, where, when, how and why. It is a brief news release which outlines major facts in a journalistic style.

 

What makes press releases unique?

Unlike other content forms, a press release does not take on the flavor or style of the writer. A press release has to be written in a style that appeals to a broader, but more unique audience. The journalistic style of a press release more resembles a newspaper story which is sharing important information with the audience. There is no room for wordiness or extravagant measures. Instead, a press release is succinct and very to the point of the matter. It must be written in such a way that the first paragraph grabs the attention of the reader and sucks them in to find out more details. There should not be any “fluff” contained in a press report. Press releases are structured differently than any other form of written communication. The formatting includes datelines, headlines, subheads, boilerplates along with end tags. Each of these components must be included in order for the release to look professional.

 

Structuring the Content for a Press Release

Writing a press release properly can mean the difference between increased revenue and loss. These elements must be included in a press release:

 

  1. Headlines tell the audience why they want to read the press release. The headline is the first line of text on a press release and sums up what the release is all about. It is an effective tool which can grab the attention of the readers. It is important to write it from the perspective of a journalist. It should be descriptive and similar to a headline from a newspaper.
  2. The summary lets you quickly tell the audience about the newsworthy information. It has to be written in such a way that the reader gets the message quickly and succinctly. All of your main points should be addressed in about 3 lines maximum.
  3. The body should contain 2-3 paragraphs; and it should contain the dateline, an introduction and all the main details. The dateline will state when the press release is released and the city of origin. The introduction is the first paragraph of the actual release and usually answers who, what, when, where and why. The details are then filled in offering further explanations, background, statistics or any other relevant details. The body is typically between 3000 and 5000 words.
  4. The boilerplate, or “about” section should be repeatable. In other words, it can be used over and over on future press releases. This is usually a very short section which provides background information on the company or organization distributing the press release.
  5. Contact Information should be included. The last section should include essential contact information such as names, phone number, mailing address, and email address for the company’s contact person. It is a good representation of the company when the email address is the same as the organization that the release is about.

 

A press release is written in third person in order to sound more professional. Using third person also helps the release sound like a news statement rather than a story. A press release should contain all of the above mentioned sections, but it should be only one or two pages when it is finished. A good press release will be able to sum all the essential information up inside of two pages. Always proof read press releases and make necessary editorial changes as they will certainly receive more scrutiny than most other forms of media. The press release is considered a formal piece of content and should be treated as such.

 


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