Tips to Make Your Press Release Newsworthy

You will need to follow some tips to make your press release newsworthy. There are more media outlets than ever before where you can share your story, but they are still looking for something that provides more than just another simple announcement to their audience.

You have to craft headlines and content that offer a benefit to the reader. You need your words to connect with your reader. Most of all, you have to engage your reader to share your content with others. 

Creating Newsworthy Press Releases

Human interest – Write content that tugs at the emotions of the reader. Nothing drives engagement faster than the heart strings. The type of emotion is not as important as the emotional response. Make the reader angry, compassionate, sad, or any number of other emotions on the spectrum. If you spark something in the heart of the reader then they are likely to engage with the story.

Local connection – Find a connection between your story idea and the area that is served by the publication. Readers and viewers like to feel like they are a part of the story. A story that has roots in the community provides the reader with that connection.

Hot topic connection – Look for ways to connect your content to the hot topic buttons of the day. Although you want to avoid breaking news, other high profile events or situations can give you an edge when it comes to attracting (and keeping) the attention of your readers.

Prominence in an area – Take a lead in the industry. Experts and industry leaders are often newsworthy because of their status. You can build up your expert status by writing articles, giving presentations, and doing media interviews. Press release success helps to produce future press release success.

Beneficial to readers – Provide something worthwhile to the reader. Contests, giveaways, or new services are more about the receiver than the giver. Readers want to take something away for their time investment in reading your story.

Holiday or event connection – Weave the traditions of an upcoming holiday into your press release. Look for connections to local events or celebrations. Again, the idea is to make it more about the reader than about yourself or your company.

Readers (and ultimately the media outlets that serve them) are looking for something in return for their efforts. Providing a story with more than just company business and announcements allows you to give that something extra to the reader and grow your earned media at the same time.

The things you give away may not have monetary value, and new information or entertainment can also give the return of investment that readers are seeking. It is important that the story be about more than just you. Focus on the reader. Connect to local events. Grow your expertise. Or provide an emotional connection for the readers. These simple steps will help you develop content that will stand out. Create newsworthy press releases by doing more than listing a set of business facts. 

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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