Want Your Press Release to Succeed? Here Are 10 Tips

Your press release marketing success depends on the quality and effectiveness of your press release. You want journalists and media representatives to pick up your news and cover it on their channels. So what do they want and what makes an effective release? These ten tips will help.

1. Write a good release. Write one that is newsworthy. It sounds so simple, and yet time and time again reporters tell us that the biggest piece of advice they can give is to make sure your press release is newsworthy. Know why people will care about your information. Make sure you’re announcing something that impacts people’s lives and then tell them how their lives are impacted. That’s the angle that most media representatives want.
2. Use a distribution service. A distribution service sends your press release to hundreds of media outlets. It’s your best chance at reaching the mainstream media outlets and ensuring you get good coverage for your release. It also helps you create the best press release possible, and some services offer features like social media buttons to increase engagement.
3. Send it to your media list. Identify a handful of key media representatives that may be interested in covering your news. Write a personal pitch to them and make sure you connect with them well before you distribute and publish your press release. Make sure they get advance notice to decide if they want to cover your news.
4. Include a call to action. Don’t let your reader click away without knowing what they should do next. Include some type of call to action; tell them what they can do to get in touch, to make a purchase, or to learn more. No, your release is not a sales page, but it can and should still give your reader a next step to take.
5. Make it easy for your reader to find the information. If your reader cannot find the who, what, where, when, and why within twenty seconds, then don’t expect them to read the rest of your release. Make sure your introductory paragraph hits the high points.
6. Make the most of your headline. Your headline (as well as your subheading) is what motivates people to read your press release. If it’s not succinct, attention-grabbing, and relevant to the information in your release, then it’s not good enough. Keep working on it. Your headline may be the most important part of your release.
7. Don’t forget the quotes. Quotes add personality to your piece. Don’t forget to include them. Make sure they are relevant to your information.
8. Time it right. There are some general guidelines about when to send press releases. For example, morning hours tend to perform better, while Mondays have the most competition.
9. Track the results. Track how your press releases perform. Test headlines, calls to action, and distribution times.
10. Don’t forget social media. Don’t forget to publish or distribute your release on social media. If possible, include social media friendly features like images, share and like buttons, and hashtags.

Press releases can be a little tricky to write. However, with these ten tips in your back pocket, you’ll have better success. You’ll reach your press release marketing goals.

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Anthony Santiago

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.