Simple Tips to Make Your Press Release Stand Out
Press releases, even ones announcing outstanding news and information, face tremendous competition. Every day thousands of press releases are issued and distributed. Yet press releases remain a viable way to grow your business and achieve marketing goals. A few simple tips can help your press release, and ultimately your news and organization, stand out from the crowd.
1. Send Your Press Release to the Right People
Distributing your press release is always a great idea. It gets your release in front of hundreds, if not thousands, of outlets. Yet, it’s also important to personally deliver your press release to key media representatives. Who are those people? They are journalists and media representatives in your industry and/or community who may be interested in your news and information. It can take time to identify and connect with them. However, the effort is well worth it.
Most press releases are fairly dry reads. They give the facts, which is imperative, yet they don’t provide much interest. You can add personality to your press release in both the language you use and the quotes you choose. The language you use can and should reflect your company personality. If your marketing message tends to be quirky then that can be integrated into your press release. Quotes are the easiest way to add personality and they often represent a missed opportunity. Instead of using a cookie cutter quote from upper management, ask your customers and staff for their thoughts on the news.
The media tend to respond more favorably to press releases that contain video. Try integrating a quick video clip in your press release. The video can be anything related to your news. For example, if you’re launching a new product then the video link can be to a product demonstration. If you’re announcing that you’re hosting an event, you might share a brief video on what the event means to the community.
If video isn’t an option for you or it doesn’t fit well within your news, images including charts and pictures can also help a press release stand out.
It may sound a bit surprising, but many press releases distributed each day – probably more than half – aren’t really newsworthy. If your release contains actual news, it will stand out above the majority of other releases. What makes something newsworthy?
News is what people want or need to know. It is often timely, relevant, local, of importance, surprising, or controversial.
5. The 5 W’s
Additionally, your press release will stand out to the media if it answers the questions they need to know. Who, What, Where, When and Why. Also add a “how” when it’s appropriate and you’ll have their attention.
Creating a great press release isn’t complicated. However it does require a bit of attention and care. Spend time integrating these five simple tips and watch the power of your press release program grow.