Make Your Press Release Stand Out

The right steps can make the difference when you prepare to make your press release stand out. Your story is competing against hundreds of others, and even against the stories that that media professionals have crafted themselves. Any steps you take to lift your press release above the noise will help you insure that your story gets shared and that your earned media brings about the most return.

Top Preparations to Make Your Press Release Stand Out

1. Become aware of the meaningful words and catch words that will grab the attention. Make a list of nouns and adjectives that have to do with your story, and which show how your story benefits the readers. “Industry Leader.” “Award Winning.” “Life Changing.” The phrases and words have to be related to the content, but they also need to show how the content will offer something to the readers.

2. Keep it reader friendly. Even a press release that is industry specific needs to be written in a way that any reader can appreciate if you are targeting mass media outlets. Be certain that the words you are crafting are easily understood by the readers that you are trying to reach. 

3. Make a list of all the benefits that others will get from your product, service, or announcement. Concentrate on the positive. Once you have a list of five or six items then you will be in a position to craft a press release that will stand out for all the right reasons.

4. Find some images that enhance the story. These need to be your images, so that you have the copyright to use them. Be sure that you include copyright agreements with the images. Also, take time to caption each image and to identify any people that are included within the image.

5. Research the media outlets and the media professionals you prefer to target. Find the right person and place to share your press release, and then tailor your press release to each one. It will take more time to adjust the press release to meet the different needs, but by putting in the time to know the outlets and professionals you will be able to craft specific press releases that are more likely to stand out for the effort.

6. Save the headline for last. Once you have the content written, seek out the power words from that content. Use those power words and other meaningful words to catch the attention of the media. Sometimes that headline is the only chance you have to keep the attention of the media professional.

It is important that you find a way to stand out from the other stories. It can be something as simple as a meaningful word or phrase. It may require investing in understanding the specific needs of the media outlet. The investment that you make in preparing your press release can be the thing that will allow your content to stand out from the hundreds of stories trying to be told.

Grab a free copy of: The Ultimate Guide to How to Write a Great Press Release

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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