Organize an event, launch a product. What you cannot predict, however, is media coverage. You need a good digital PR activity, and a good one. You need a press release. But how do you write this document? You can share the news on social media send a newsletter to your customers. If you move well you can send an effective, quality press release. But to whom do you send it? Above all, how to write a successful press release? So that is not launched in the trash or in spam? Here’s the process of writing a great press release .
Press release: ready to send?
The press release is a document, a PDF, an email or a Word file. But specifically it is a tool to communicate, useful content for corporate communication and to update a certain audience like bloggers, journalists, etc. The press release should not be used to spam, to send duplicate content on 20 different sites. The press release must be used to inform the right people at the right time. Clarified this point? Now let’s start writing.
To whom to send the press release online
The news should be sent to the world universe. Ok, not really to the world universe: anyone can be interested in what you have to offer. In this case, multiple recipients equal higher probability of publication. If you organize a comic convention, it is unlikely that the editorial staff will read your press release. You need a careful search for addresses, which you can organize by building a simple mind map around your event. Be careful.
Make a list and import it into your mailing list. Remember that writing an effective press release is useless if you send it to the wrong people. You risk squandering your resources. Investing time is to select contacts means increasing the chances of publication on the internet.
How to write a good press release
Now you have to set the tone of the release. Fresh, professional, youthful: choose it and keep it in mind. The press release is your business card. Recipients and tone of voice at hand, it’s time to write. Know that yours is a difficult mission: newsrooms, journalists and bloggers especially the most important ones receive tons of information, press releases, and invitations.
The risk that your release ends up in the bin even before it is opened is very high. For this, it is better to know how not to become spam in 5 seconds net. After the spam test, journalists and bloggers will take the news into consideration. Remember this rule: the briefer and well-written the press, the less the recipient will have to work and will be happy. Thus the chances of success increase.
Structure of the effective press release
Time is the only resource lacking for journalists and bloggers. If they have the impression of losing it with you, you are doomed. Here is the structure: follow these points, remember that writing a press release is a refined art made of balances.
Short title and subtitle in the center
If your press release arrives as an attachment, repeat the words “Press Release” along with the title. Be brief. The recipient must immediately understand the topic. Usually, the title is capitalized, in bold and in a larger font than the text.