A press release can be a valuable tool in your media strategy.
By following a few press release writing tips, you can make sure your release useful for your target audience, and contributes to your organisation’s goals.
News hook
When considering content for a press statement, ask yourself whether it is newsworthy. Will people outside of your organisation find it interesting? Always question what value your news release has for your audience.
Summarise your news hook/news angle in one line and work from there.
Remember that it is not in a journalist’s best interest to write up a press release which is mainly promotional for your organisation – that is your job J
Don’t use buzzwords
Use the same language your audience does. Corporate lingo is common in the boardroom but it can dilute your message.
Consider these two examples:
The implementation of the new and streamlined business processing tool has enabled a reduction in the costs related to the transport and distribution of goods to our clients, a savings which we will be able to pass onto the end-consumer.
VS
The new tool has allowed us to cut your delivery costs.
Quotes and contact details
When you quote a company spokesperson or your CEO, include their full title, first name and surname. Make it clear who quotes must be attributed to.
To make it easier for journalists to reach your company for additional information, include a contact number (preferably cell), email and website.
Multimedia content
Attach images, video or infographics where relevant. When pitching to radio stations, include a voice note with a few concise sound bites.
Image credit: Pablo
