Anyone can write a press release but it takes a skilled penman to craft a news release into a captivating story
Dallas, TX (WiredPRNews.com) With all the eye catching media circulation the internet today, the age old press release distribution process has been forced to adapt to keep the attention of readers. Gone are the days of dull, dry, fact-only news reporting and here are the days of capitative story telling.
For those used to spitting out press release in a template formate that art of story telling may take some trial and error. Younger generations of public relations professionals and bloggers seem to more easily adapt to this writing style, perhaps because it is a format that they look for when personally reading news.
While the writing process for two press releases will ever be identical, here are some suggestions for telling a story within your press release:
Identify your audience and write a piece that would specifically grab their attention. For example, are you talking to college students about where to vacation on Spring Break or to Scientists on the discovery of a new micro-organism? The wording, sentence structure, and comprehension level for these two crowds are very different.
Set the stage early on. A reader should be able to tell the topic of your press release from the headline and get a full picture of what they are about to read in the first paragraph. Always announce your main topics at the beginning of a press release and use the rest of the space to elaborate.
When spilling the beans, don’t spill the whole jar. It is a fine line between being informative and loosing a reader in a mess of details and overly disruptive verbiage. Again, keep in mind your audience and what is most important to them
Don’t over-think quotes. Many times companies use press release quotes as a way to share a beautifully crafted statement from a company executive. While it is fine to quote key players, please be sure that what you’ve typed up for them is actually something that person would say. Take into account their personality type, what they are most passionate about, and how they tend to express themselves on a regular basis. If the quote you’ve written is not something they would say in real life then can it and start over. Readers can tell what is fake from a mile away.
Give a glimpse into the future. Any great movie, play or book will leave the audience wishing they know more. Use your press release to give hints about what exciting things readers can expect from your company in the months to come. Perhaps it is a major new hire, relocation or product launch. What ever it is, wrap-up the press release with it to ensure readers check back to get all the details when they are announced.
So throw away your press release template with an overused introduction, overly complex quotes and no regard to target audience. Vow to spin the best story possible with each press release and watch as readership actually increases. While it may take longer to write a press release in the form of an intriguing story, the extra time will certainly pay off and once you master this skill you can take your writing to even higher levels.