You just launched a killer new mobile app. Your startup secured an initial round of funding. The company won a coveted industry award. Now it¡¯s time to promote your company update with a press release. Each of these represents some of the opportunities your organization may have to promote brand awareness and visibility for your company, but crafting a press release that is both compelling and informative isn¡¯t always as easy as it seems.
Here are six tips on how to write a powerful press release.
Focus on your goal.
The first question you should ask yourself is, ¡°What is my objective for this release?¡± Decide on a single goal and then structure the release in a way that draws a reader¡¯s focus toward your goal. What do you want people to know about? Whether it¡¯s launching a new product or service, announcing a new hire or expressing appreciation for receiving an award, your goal should be something that your readers want to learn about and enjoy reading. Check out our News section here for examples of press release topics.
Journalists typically spend about half a second skimming the headline of your press release. ?If it is attention grabbing, they will then spend another 5-10 seconds scanning the rest of your release. If you have the right keywords or ¡°hooks,¡± they may consider you for a potential article. Aside from journalists, on average, 8 of 10 people will read the headline, but only 2 of 10 people will read the rest of the content. It is crucial to create an enticing headline that will make people want to read the complete release.
After creating your attention-grabbing headline, your first sentence should give the reader everything else they need to know about the who, what, when, where and why. Think of the rest of the release as additional information that supports your headline and opening sentence.
Add a photo, infographic or video.
Images and media make your content more compelling. According to Business Wire, their interactive press releases have shown a 50% higher engagement than traditional, non-interactive press releases. This reflects that adding interactive elements to your press releases can increase engagement among your readers. Not only will images and other media elements make your content more compelling, using compelling images yields 94% more views than content without. Be strategic in choosing the visuals for your press release and ensure they are what viewers will want to look at and will be something of benefit to them.
Share socially.
You wrote the press release for people to read, so make sure that you are utilizing every opportunity to get it out in front of them. Social sharing can also help with search engine optimization (SEO). Search engines pay close attention to social interaction surrounding content. If your content can generate a lot of activity on social networks, it will boost it within search engine results and ultimately contribute to the online visibility of your company¡¯s messages.
There are key social media elements to also consider when sharing your press release. Timing is everything. Know what time of day and day(s) of the week your followers are most active on social media. Posting your press release during these time frames can increase the possibility your news will be shared on their social streams. Much like including a photo, graphic or video in your press release, this is also something to include in the content for your social posts. Adding a visual element with the caption text and news link can give your followers an optical piece of what your press release holds. Remember to maintain brand identity elements and follow your company¡¯s social media strategy when executing these social media posts. ?
Quote naturally.
Include a quote and make sure that it is informative and natural. Jargon and corporate babble can slow down and turn off readers. Read the quote aloud and listen to the cadence and flow. The message should come across in a clear and professional manner. When deciding who to obtain quotes from, consider executives, industry experts or clients. These roles will give your press release an authority voice and show your readers you are knowledgeable about the specific headline you are writing about.
Wrap it up.
The last paragraph of your press release should contain general information about the company (aka boiler plate), and an active invitation to learn more. Include contact information in the form of text links, URLs and phone numbers when appropriate. You have done a great job of catching their interest, so make sure to give them a direct path for additional information and contacting you directly.
Informing the media and your target audience with a press release is a great tactic for building brand awareness. Whether you¡¯re simply emailing your press release to a list of media contacts, posting it to your website and social networks, or planning to distribute it broadly across a press release distribution service, incorporating these six tips can increase the visibility of your message ¨C and results for your efforts.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
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