At a time when press releases have become exceptionally important in the public relations strategies of companies, whether for announcing an important event, launching a new product, or for financial disclosure purposes; drafting effective press releases is the main skill that helps achieve the desired press coverage.
Tips for Drafting Effective Press Releases to Achieve the Desired Coverage
At a time when press releases have become exceptionally important in the public relations strategies of companies, whether for announcing an important event, launching a new product, or for financial disclosure purposes; drafting effective press releases is the main skill that helps achieve the desired press coverage. Based on its vast experience in the field of distributing press releases, AETOSWire would like to offer you the following tips in this regard:
Ensuring that the Press Release is Worth Publishing
It is important before drafting to consider the present trends in the media. New or unfamiliar trends that help us solve our problems may be attractive to the audience. Hence, we encourage you to focus on these points in your press releases, while always thinking from the perspective of the readers and the importance of press releases to them.
The Importance of the Title
Despite the fact that judging the content from the title may not be easy, however, the quick modern lifestyle adds significant importance to titles for readers and editors who are under the immense pressure of time limits to choose the news they need to publish. Hence, choosing an attractive title with clear content is essential to attract readers and editors. It can also help in encouraging them to continue reading, which in fact assists in determining the scope of coverage your news may get.
Less is more
When drafting a press release, there is a need to take into account not making the press release too lengthy in a way that makes the reader lose interest in the content. The reason for lengthy press releases may be due to containing information and ideas that are not directly relevant to the topic of the press release. This will negatively affect the chances for the press release to be published and the scope of coverage it will receive.
We recommend adding a boilerplate at the end of the press release to provide a reference for readers on more information about the company. Adding a subtitle or bullet points could also highlight the main points in the press release.
We highly recommend avoiding long narratives, unnecessary literary style, and wordiness.
Using Quotes
Using quotes from senior officials is common and vital in press releases, and can lead -when properly used- to enforce the authenticity of your press releases. This includes quotes expressing the thoughts and insights of the senior official.
Using Images, Multimedia, and Videos
The internet is an ever-developing environment in which different types of media flourish; therefore, using images with explanatory captions is an effective manner to benefit from the potential that the internet provides, in order to ensure the required coverage for your press releases. Using video content can also promote the objectives of the press release, especially in the light of the wide spread of mobile internet, and the increasing dependence on video content on websites and social media platforms.
Hyperlinks
While we advise that press releases must be brief and direct, however, this doesn’t mean that extra information cannot be communicated to readers and journalists by providing more details. This can be achieved by using hyperlinks in your press releases. Hyperlinks contribute to increasing traffic to your website and provide a direct source to readers and journalists about your organization and its objectives, achievements, and products.
Adding Contact Details
Based on the importance of contact details in allowing journalists to communicate and follow up with developments; AETOSWire recommends its clients always add contact details that include the name of the contact person, phone number, e-mail, and a link to the website at the end of the press release.
Conclusion
Drafting press releases require high levels of creativity, experience, and practice. Following the tips mentioned earlier and having a reliable partner to draft press releases, and distribute and translate your press releases if needed, can ensure the widest possible coverage and desired goals.
To know more about how our experts can assist you in distributing your press releases, please contact your relationship manager at: rm@aetoswire.com.