How to Write Press Release Content That’s Interesting to Read
Have you ever read press release content and kind of glazed over because it was so boring?
I’m sure we all have, but your press release distribution efforts don’t have to be like that.
Press releases should include personality while still providing the facts about your announcement.
This blog post provides four tips to enhance your press release campaigns and create engaging content for your audience.
Organize your Press Release
No matter your announcement, your press release format should stick to this structure:
- Headline
- Date & Location
- Body Copy
- Boilerplate
- Contact Information
Headlines
Your headline should get someone to stop their scroll and read on.
Attention-grabbing headlines include just enough information to pique a person’s curiosity.
Tip: Do your best to keep your headlines under 100 characters.
Press Release Summary
A press release summary is like an overview that sets the stage for the content of your press release. It’s found between the headline and the body of your campaign.
Body Copy
When writing your press release, focus on the important information.
To cover everything your audience and the media need to know, use the inverted pyramid.
The inverted pyramid addresses the 5 W’s + How:
- Who?
- What?
- When?
- Where?
- Why?
- How?
You might be tempted to add more details but don’t! You can always share that information in a blog post or email campaign.
Keep your press release focused and concise.
Remember, the ideal length of a press release is between 300-500 words.
Boilerplate
A press release boilerplate is a short summary of your company. It’s similar to an “About Us” section.
It’s designed to emphasize the important facts of what you want people to know about your business.
Read our blog post to learn more and for a free boilerplate template.
Maximize Your Words
There’s a common misconception that traditional press releases are boring, some could even say sterile.
When done right, a press release can attract readers’ attention by using your brand’s unique voice and style.
If you’re struggling to nail down an attention-grabbing tone, keep the following in mind:
Use everyday language – Steer clear of industry jargon. A press release is meant to build a buzz around your announcement, not confuse your reader.
Keep it concise – Keep your readers’ interest by using short, but informative sentences. Long, run-on sentences will frustrate your reader and likely have them clicking off your content.
Avoid passive voice – What sounds better?
The award was won by Newswire
Newswire won the award.
The second one, right? The difference is the first uses passive voice and the second uses active voice.
The second packs more of a punch and exudes a level of confidence.
Use active voice in your press release campaigns to improve the readability of your content.
Put Effort into Your Quotes
Your quotes are important. It’s a part of your press release where you can add personality and expand on the story you’re sharing.
Quotes are typically part of the press release that’s shared in earned media mentions and social posts.
When writing a quote for your press release, consider the following:
Your quotes are coming from a person within your organization – make them sound like it. Press releases can still have personality, even though they are more formal in nature. Paint a picture with your quotes to add a human touch.
Keep your quotes short. Readers don’t want to read through paragraphs. They want sound bites. Keep your press release quotes between one and two sentences.
Choose the Right Press Release Distribution Service
Imagine walking on a stage to make a big announcement, but the mic isn’t on.
The crowd is talking amongst themselves and no matter how loud you raise your voice, they can’t hear what you’re saying.
That’s what it feels like when you choose the wrong wire service.
When you work with Newswire, you have options when it comes to choosing the right press release distribution package for your brand.
No matter what you choose, the result is the amplification you need to rise above the noise of the marketplace.
If you’re interested in learning more, contact us today!
