Press releases are a powerful element of your event marketing strategy and play a vital role in boosting the reputation, credibility, and visibility of your brand. But making an impact with a press release requires more than just the basics.
Crafting a punchy, effective press release entails specific elements such as strategic phrasing, SEO-friendly language, an eye-grabbing headline, and unique visual components.
If you’re looking to create hard-hitting press releases that really put your message out there, this blog post can help you take your PR strategy to the next level. Let’s get started.
Be clear on what you are looking to communicate
One of the key elements of a successful press release is clarity in your message. Of course, you can use a press release to market your event. However, there can be other business goals you have in mind. For example, you may be announcing newsworthy events such as a merger, relocation, or successful funding. Alternatively, you could be promoting an upcoming sale or introducing new products or services.
Whatever the goal of your press release may be, start by writing down what you wish to communicate and what essential details must be included.
Focus on creating an attention-grabbing headline
Next up, focus on creating the right headline for your press release. Aim to create something that, in just a few words, encapsulates the story but also has a catchy hook to draw in the reader.
If relevant and possible, use numbers or percentages to help quantify your message. Additionally, if you are looking to publish your press release online, consider using keywords and phrases to boost the visibility of your business, products, and services through search engines.
Create a clear and informational summary
Just after the headline is one of the most important components of a press release: the summary. This element should be clear and informational and include the most relevant information you are looking to communicate, such as who, what, where, why, and when.
Make sure to use industry terminology accurately to demonstrate expertise. Your goal should be to get readers interested enough to encourage them to read through the press release and engage with your company. Keep it short so it can easily be read and understood quickly.
Choose the right media for publishing your press release
Choosing the right media for your press release is essential to reach your desired audience.
If you are looking to target local consumers or businesses, consider that, according to the Pew Research Center, a growing number of Americans are now turning to online sources to get their local news. So, you should make sure to make your content available in these outlets.
You could also take advantage of social media platforms, local blogs, industry newsletters, and paper or online magazines.
Make the visual elements stand out
To make your press release stand out, consider utilizing a combination of imagery, logos, and text. If possible, include engaging videos or photos that could accompany the main message that you’re trying to convey.
For example, if your company has recently developed an innovative product, offer before-and-after images, or short videos showcasing its performance. For this project consider working with a specialized team or use ad hoc solutions that allow you to remove photo backgrounds, make media more appealing, and cut out elements that may represent a distraction for the reader.
Provide all the necessary details about your company
When writing and publishing a press release, it is essential to include all the necessary details about your company. Some of the information you should provide include the location, website, and contact details of your company. If you are promoting an event, make sure to add the necessary data, such as the location, start time, price, and duration of the event.
Add engaging elements such as quotes
Some engaging elements can help you catch the reader’s attention and support your communication strategy. For example, consider adding relevant quotes from prominent members of your business or industry experts.
Additionally, you may consider including statistics, analytics, and studies showing upcoming industry trends. Don’t forget that providing the reader with context can go a long way, especially if you are announcing the launch of a sector-specific or innovative project.
Follow best practices for publishing your press release
When crafting your press release, it’s essential to consider the best practices of publication. For example, consider including a ‘For Immediate Release’ statement and contact information at the top of the page. You should also add a title and italicized subheadings to summarize the news.
Additionally, include the location in the opening line plus two to three paragraphs to add context and additional details. End by placing three pound symbols (###) so readers can easily distinguish when they have reached the conclusion of your press release.
These tips can make it easier to get your press release published in a timely manner!
Publish it at the right time
Publishing your press release at the right time is key. Consider current events and trends in the media to determine when to get in touch with a journalist. This can boost the visibility of your press release within your audience.
What’s more, if your goal is to announce an event, make sure to publish one or more press releases in advance, so as to give your audience enough time to obtain their tickets, more information about the event, and answers to any questions they may have. Choosing the right time is also important if you are looking to promote time-sensitive promotions and offers!
Work with your PR and marketing team
When writing your press release, don’t forget to coordinate with your PR or marketing team. After all, a successful press release depends on working together to spot any loopholes or key info missing which will have an impact on the end result of your story’s success. Your team has a valuable set of insights—make sure your press release is hard-hitting by tapping into it!