Press releases can be used in a variety of ways during a company’s lifetime. From launch to product developments, awards to certifications, whenever your company has something newsworthy, a press release should be created.
During a webinar, Thursday, Jennifer Lea Cohan, part of SFA’s PR team, shared the basics of creating an effective press release and tips on how to increase visibility.
Anatomy of a Press Release
The first element of a successful press release is a headline and sub-headline. This is the overall message of the release. “Headline real estate is precious,” said Cohan. “Headlines should be under 100 characters with the most important words featured in the first 65 characters.” If the release is about an event, it’s important to incorporate it into the headline because it enhances the discoverability of your content within the conversation around the event.
Next, a dateline, including the city, state, and the date of the release should be written. This is especially helpful when trying to get picked up by local press, said Cohan.
The lead sentence should have an intriguing hook; don’t start with dry text that may be more suitable further down in the story. Quotes, bullet points, and section headlines help to make a more engaging read.
Using one to three links, encourage readers to take action. Whether it’s directing them to an online press kit filled with further resources or getting them to your website, give the audience the tools they need to take a deeper dive into your brand’s content, said Cohan.
At the end of the release, include a boiler plate and contact information. A boiler plate is where readers can go to learn more about your company. This is the place to list credentials and social media contact details, said Cohan.
Adding a multimedia element to your press release (such as images or videos) will not only increase the likelihood that people will read and engage with your news, but also that journalists will write an original story on your company, she said.
Use Timing to Your Advantage
To ensure your press release gets more awareness, request that it be posted or distributed during a slightly "off time," Cohan suggested. Most companies will send out news at the top of the hour, so releases get pushed down quickly due to volume. If you schedule your release to go out at 9:04 a.m. instead of 9:00 a.m., it will have a better chance of staying at the top of the list.
In addition, rather than sending three releases at once, gradually send them over a few days/weeks and experiment with different times.
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