Press Release is a fantastic tool to help get the word out to your readers, using various media outlets. There can be a wide array of reasons to write a press release but making it a success is based on relatively the same process.
Think Like a Journalist
It is important to think like a journalist. Why would someone find this information useful or topical to then turn your press release into a news story? Journalists get hundreds, if not thousands, of press releases in a day so, to make yours stand out from the rest, it needs it to pack a punch. Grab their attention with an exciting headline, an important fact, idea, or current trend.
Key Information Should Come First
Press releases need to be short and sweet with all the critical info. It is essential to add the Who, What, Where, Why, and How. The best place for this info is within the first few paragraphs. If a journalist or outlet has to dig for what you are trying to inform them of they may skip past your release altogether.
A good example is something like: ”It’s almost Christmas! This year marks the 175th anniversary of Charles Dickens ‘A Christmas Carol’ (1843). On the 19th of December, we will honour of this wonderful anniversary by releasing a special 175th edition copy of this beautiful book, brought you by The Dickensian Trust.”
This clearly outlines who this release is about, what is happening, when it is happening, where you can get more info, and why it is of interest. After these few key sentences, you can continue to tell the journalist more about what is going on.
Remember this is not a sales pitch but is intended to be purely informative. However, you do want to include a call to action.
Note: It is best to use the OSCOLA referencing generator when referencing your title in a Press Release.
The Importance of Using Quotes
Quotes are a perfect addition to a well-designed release. Find an expert or a member of your executive branch to add credibility to your document. Journalists are always looking for quotes when thinking about putting together an article so, taking some of that work off them will help to make your release move to the top of the pile.
Get the Right Attention to Your Press Release
After you have put together all the vital info to attract the right attention, you need to single out which outlets would be interested in publishing it in a blog, article, or news broadcast. It is not enough to send your release out willy-nilly to every outlet, but rather to consider who you want to reach, and which outlets would be the most interested in working with you.
For example, if you have a brand-new book about an unsolved crime, it would not be worth the effort of sending it to a magazine focused on childhood development. It helps to take a moment to consider who your demographic is and what outlet would most successfully reach those potential readers
Add Your Contact Info
Don’t forget to add all your contact info at the bottom of the release so that they can get in touch with you if they need more information about your book.