Press release services may abound on the web, but that doesn’t mean that every company can give you an equally effective piece. Writing a press release differs from writing other articles in some substantial ways, and you need to make the most of those differences if you want to grab the attention of a news agency.
Press Release Services: Make it Informative
•What’s happening? The most important information should go in the first paragraph, since busy news writers may stop reading if you don’t get to the point quickly. This includes what makes your company newsworthy at this particular time. Answer the five W’s—who, what, when, where, and why—in the first few sentences so that even if someone does set aside the piece without finishing it, he still knows the basics.
•Why is it important? Your audience needs to know why the information affects them and what they should do about it. If you’re using a copywriting agency to write for you, provide them with an angle such as what demographic group you cater to or what new services you’ve added that will interest your audience.
•What are the facts? Your audience will want to know concrete information about your company and the specific reason for the press release. Avoid using flowery language with lots of adjectives that make it sound like you’re trying too hard. Phrases like “unique,” “state-of-the-art,” “excellent,” and “one-of-a-kind” should be reserved for services or products that really fit the bill. When they’re overused, they become meaningless.
•How does it relate to the consumer? Give people something they can connect with. Have you sponsored a charity event, merged with another company, developed a product that fills a need, or published new research? These items will draw the reader in and create interest in your company. If you have quotes from a company representative, be sure to include those as well.
•How can someone find out more? Always include a final sentence or two with contact information including a contact person, the company name and address, a phone number and fax number, an email address, and your company website.
Press Release Services: Make it Newsworthy
Most importantly, your press release should be informative and should avoid sounding like a promotional item. Always ask yourself why a news agency would be interested in picking up your story over others. If you feel overwhelmed by the prospect of creating an effective press release, look for a copywriting company that can create one for you. Well-written press releases will receive more exposure than those put together by hurried or inexperienced writers, so always make sure that when you’re looking for a company that offers press release services, you know the writers have experience writing this kind of material and that they’ll give you a product that will present your company in the most favorable light.