When you think about press releases you probably don’t imagine that storytelling would be a component of an effective release. However, the truth is that your release should tell a story. That’s what people are attracted to online. The core components of a press release feed naturally into a storytelling format. When you use the body of your release to tell a story, you’re able to build buzz and create a memorable piece that will attract the attention of your audience and the media. Let’s take a look at a few techniques to help you improve your storytelling ability.
Case Study Approach
A case study approach shows the reader the value of your news. It takes them through the process that someone else engaged in to achieve success. For example, if you’re announcing a new coaching service, you might share the story of a client who achieved success with this service. This approach allows you to showcase the value of your service. Quotes from the client or additional clients can further support the success story. It creates a sense of curiosity for your prospects and is a readymade story for journalists.
A Shared Vision
This approach allows you to present a problem for your reader and show how your news can solve the problem. It can be a trickier storytelling approach because your press release can sound a lot like a sales page. Avoid this by sticking to the facts and using clear language that is free from hype. Support the problem/solution story with metrics. For example, if your new coaching service resulted in a 10% increase in profits for your clients, then share that data point. It’s compelling and memorable.
The About Us Story
This type of storytelling tactic works well for non-profits and for internal related news releases. It shares your story as it relates to your news. For example, if you just hired a new CEO you might use this story to make the announcement and to turn what might be boring news into a compelling story that further enhances your brand.
A storytelling press release still needs to follow a traditional press release format. That is to say that you still need to include the 5w’s; who, what, where, when and why. Use quotes to help enhance your story and add personality to it. And don’t forget that today’s press releases allow for images, including video links, infographics, and photos. These can serve to further enhance not only their sharability but also have a positive impact on building interest and buzz. Storytelling takes practice. But learning these techniques and integrating them into your press release marketing campaign can have a powerful impact on your goals and your bottom line.