When a press release is written, the writer has to go through a series of steps in order to make sure the PR is enjoyable to read. Some of the questions the writer might consider are: Is it newsworthy? What type of people will want to read it? How long should it be? But two of the most important questions the writer will consider are does the press release makes sense, and will the reader be able to understand it clearly? In order for a press release to serve its purpose, it has to be able to communicate with its audience at a personal level. It should have characteristics, that make people want to read the press release, and find out more about the topic.
The headline will be the first thing a reader sees, so it has to be clear, concise, and able to grab attention. It should be something that shows the main point of the article. For example, if someone wanted to announce how they raised $5,000 for cancer research by biking around the country, they might use an attention grabbing headline like “The $5,000 Bike”. Using a headline like this not only is eye catching, it also leaves anticipation as to what exactly the article is about. Headlines should also have a bold font since it is another technique to have people notice it.
It is also a good idea to have a headline that is SEO friendly. Using keywords from the press releases topic can help with this, and not only does it attract more attention with the help of Google, its gives readers a pretty good idea on what the article is about.
When writing the article, think back to the “5 W’s” taught back in grade school: Who, what, when, where, and why. If a writer is able to cover all of these questions about their topic in a decent length, not only will readers be satisfied, if they are interested in learning more, they will seek out more information. When communicating effectively with an audience, this rule is important not only for press releases, but in everyday conversations. When a major event happens, most people want to know all the details in a very short amount of time.
In most of our busy lives, most people don’t want to read 4 paragraphs into an article and still have no idea what it’s about. When writing a press release, the point is to keep it short, but to also cover as much as possible in a way readers will understand. Using jargon, slang, or any other words or phrases that might be difficult for the standard public will most likely be looked over for an article that is easier to read. It is important also to watch the tone of the article. For example, lets say someone wanted to write a press release on President Vladimir Putins recent invasion of Crimea. Depending on who the audience is, the word ‘invasion’ may not even be the correct word to use. If the writer is writing for an audience that supports Putin, his actions will be more liberating than invasive.
Examples of Good PRs
Looking at examples always helps with the creation of articles, so here listed are a few good examples of what a press release should look like: