Sharing vital information through press releases leverages the human need to connect, which is a crucial part of public relations. The idea is to create topics and titles that are tailored to suit a particular set of the target audience.
Press releases are designed to find a way to relate to people’s emotions using catchy captions for stories that will trigger their excitement and make them want to keep reading. Here is how to go about sharing vital information with people using a press release.
1. Target Newsworthy Stories
Your first responsibility in using a press release to share vital information is to be able to identify newsworthy stories. Some stories are just attention-grabbing, while others are not worth the hassle.
You need to be able to distinguish between which story will make a headline and which story will stay in the background. To understand how to go about this, focus on the things you remember and that draw your attention to them while reading. Also, try to listen to news media and watch press releases.
Doing all this will give you some preparatory training on how to attract the attention of your potential target audience. When you finally begin to draft your press release, ask yourself relevant questions like, “Is this news true?” or “Is this news urgent and necessary?”
The answers to such questions will tell you how to carry on with your press release.
2. Use A Reputable Newswire
Newswire are press release distribution services that already have an established target audience. All you will have to do is to locate a newswire that has your specific target audience and place your press release there.
The significant advantage of using a reputable newswire is that people have an existing emotional connection to the newswire, and whatever is distributed by them is readily acceptable by their audience. This would mean that, once the newswire distributes your work, your would be readily accepted.
3. Use Catchy Headlines
The first thing people look at when scanning documents is the headlines. When people can connect emotionally to headlines, then it is sure that they are going to read the article itself. Now, all you need is to get your headlines right.
To connect with your readers, you can use catchy phrases like ‘Breaking News’ before your title. You can also try using prefixes like ‘Press Release’. Don’t try to appear too cheeky when creating the title. Instead, make your headline look like you want to help people with valuable information that is of benefit to them.
4. Your First Paragraph
Your first paragraph also matters in a press release. Your headline builds a certain expectation that prompts people to start reading through your article. You will have to hit the punch line in the first paragraph.
Make sure people understand what they are going to get from reading the entire article in the first paragraph. Give an interesting introduction that encapsulates the idea you are going to be presenting without talking about all your points.
Let them look forward to reading the full story after going through the first paragraph. Most people will decide to either continue reading or stop reading following the first paragraph, so you must choose your words carefully to retain their interest.
5. Get Straight To The Point
You must learn to manage your points well when writing a press release. If your article is too long and wordy, you will lose people’s interest. If it is too short, you are at risk of not giving a detailed account.
To achieve a balance between too much data and insufficient data, you will have to learn to use and depend on bullet points and sub-headlines. If you have statistics, tables, and figures, you can insert these at pivotal points to summarize points that you would otherwise have to explain using lengthy paragraphs.
Your press release should not exceed 400 words on an A4 page. Anything longer than this puts your vital information at risk of not hitting the right emotional note.
6. Leverage Quotes
You must highlight the vital points in your press release. Essential information should be incorporated as quotes from experts and other famous people related to the information being provided, scientific facts to drive your points home, and other relevant data.
These points should be placed as quotes and italicized to focus people’s attention on them while they go through the information. However, never use quotes to provide general information in your press release because your quotes will lose value and not connect with readers at an emotional level.
A press release is a very effective way to share vital information with people. However, most people end up writing press releases that are not worthy of attention and are unable to establish an emotional connection with people, thus resulting in effort being wasted.
Avoid unnecessary mistakes by following the tips above, such as targeting newsworthy stories, using catchy headlines, opting for a reputable newswire, and leveraging quotes. Doing all this will guide you properly on how to share vital information when doing a press release.