5 Ways To Keep Your Press Release Out Of The Trash Bin

Posted on 26. Jun, 2012 by Tara Geissinger + in Business Publicity, Press Release Writing Tips

It happens sometimes. You publish a press release and nothing happens. Trust me, we’ve all been there! Your timing may be off; the media might have other stories that demand their attention; or, maybe what YOU consider newsworthy fails to interest those who decide whether or not to run your PRs.

When this happens, it’s tempting to dismiss the effort and just be happy with the fact that your press release will still be a valuable link building tool. But consider: one of the most common reasons PRs are ignored is because of the way they are written. A few minor edits may transform a boring piece into one that attracts major coverage!

Below, we’ll explain how to write press releases that are interesting to read. They’ll still generate links to your site, of course, but will also pull your audience in, and encourage them to learn more about your company, products, and services.

Deliver Your Main Point As Quickly As Possible

Because press releases are relatively short (400 words is an ideal length), it’s important to deliver as much relevant information as possible upfront. Tell your reader in the first few sentences about the gist of your news item. If you’re covering a particular event – for example, a community softball game for which your company is the sponsor – include the event’s date, time, and location. If your PR is about a specific circumstance involving others, give details about the main actors.

Providing these details in the first few sentences engages readers, and gets them involved. You’ll have a much easier job holding onto their attention throughout the rest of your press release.

Be Willing To Abandon Your Outline

Outlines are useful because they save time, and make the chore of writing a PR easier. But there are drawbacks to using them. Journalists have seen practically every template in use. Keep in mind that many of them are flooded with hundreds of press releases each month. Reading the same outlines over and over can become mind-numbing to the point that it’s easier to discard them in favor of those that show more inspiration.

It’s fine to use an outline, but only as a starting point. Otherwise, you risk allowing your press releases to sound identical to thousands of others distributed each day.

Discard Jargon And Catch Phrases

Little needs to be said here. But this is an important enough point that it warrants a quick note.

Every industry has its own set of catch phrases. But aside from a select group of readers, such phrases do nothing to engage your audience. Instead, they muddy the waters. They dilute your message, and more often than not, turn off journalists and bloggers who might otherwise be compelled to run your PRs. Scrap the jargon, and talk to your readers in plain language. You’ll find it far easier to keep their attention.

Keep It Lean By Cutting The Fat

Fluff writing in a press release is akin to junk food. It offers little value. Worse, it tests your audience’s patience since they are forced to dedicate their time to rummaging through your text to uncover your point. A reader whose patience wears thin is unlikely to visit your site, whether to buy something, opt into a newsletter, or learn more about your products.

Once your write your PR, proofread it. Get rid of unnecessary words and segments. Cut it down to its bare bones while delivering the essential details in an engaging “voice.” Remember, you have approximately 400 words. There’s little space to waste.

Create A Knockout Headline

Everything starts with your headline. The majority of your readers will decide to open your press release or dismiss it based on whether its headline captures their attention. Crafting effective headlines is an art unto itself. The good news is that anyone can learn to do it well.

First, resist the temptation to be clever. Clarity will always trump cleverness in your press releases.

Second, don’t try to include every detail. Keep your headline short.

Third, avoid hype. Journalists can detect it instantly. So can your readers. There is no quicker way to ensure your press release is ignored than to fill your headline with hype.

The manner in which you write your PRs plays a key role in attracting and keeping your audience’s attention. It is an aspect of online press release marketing that is entirely within your control.

Your Turn!

Have you recently published a press release that really took off? What do you think worked well for you? Did you change something that seemed to make a big difference? Share with us in the comments. We’d love to hear about it!

Awesome polar bear photo created by Grant Neufeld.

15 Responses to “5 Ways To Keep Your Press Release Out Of The Trash Bin”

Liyya

26. Jun, 2012

Have you ever read a Press Release that had the main point at the very end — I have! But, Tara makes a great point that most readers won’t stick around that long. “Deliver Your Main Point As Quickly As Possible” — this is KEY to writing an effective press release — you don’t want your audience to lose interest as you hint what you’re trying to say, say it upfront and don’t leave them guessing.
Christine OKelly

27. Jun, 2012

I’m a HUGE fan of #1! One of the most interesting things I learned in college getting my degree in writing was that you can often chop out the entire first paragraph of a rough draft, and THAT is where the message really begins.
Brett

29. Jun, 2012

A very good guide. Thanks for sharing this. I do hope that by implementing your tips will improve the quality of of press releases.
Brett recently posted..learn international ballroom dance
Brianna Sue

03. Jul, 2012

There are a variety of reasons why a release goes straight from the e-mail outbox into the recycle bin. The biggest one is that the headline isn’t catchy enough. Writers and editors receive hundreds of releases every day, and most of the time they decide whether or not to read a release based on the headline or subject line. Make sure your release is timely and newsworthy. Finding a relevant story in the newspaper or using an event guide such as Chase’s will give you the edge when it comes to being noticed.
Brianna Sue recently posted..Hosted Exchange, Exchange Hosting, Microsoft Exchange solutions
Tara Geissinger

03. Jul, 2012

I agree 100%, Brianna! The headline is mostly likely the FIRST thing they will see. Keep it short & catchy and you’ll have a better chance!
Johnny Cavalli

10. Aug, 2012

What does this story have to do with Polar Bears? LOL
Tara Geissinger

12. Aug, 2012

Ha ha! I guess it is an indirect correlation. I thought the polar bear with the megaphone was a creative way to showcase the need to get your message out to the world!
Ty Whalin

26. Nov, 2012

Funny, but I just read a blog post from Jeff Bullas where he posted the title for the main catch phrase approximately in the middle of his post instead of it being placed at the very top of it.

Before I had even got through the first part of the post I had almost entirely forgotten what the initial catch phrase was before getting to it an realizing what it was once seeing it again, which prompted me to keep reading. Not all catch phrases and heading’s have to be in the top portion. But for the most part recommended.
Tara Geissinger

27. Nov, 2012

Great point Ty! It IS important to keep the momentum going.
jill

07. Jan, 2013

Literally released one this morning and I tried to do all your recommendations…we shall see and compare to the numerous other ones we’ve done…
http://prmac.com/release-id-53137.htm
Tara Geissinger

07. Jan, 2013

Awesome! Keep us posted.
Michelle

15. Jan, 2013

As a journalist I want to know the local local local angle my editors want to know why our readers will want to read this editors are hounding us writers to be more local even if its a national news event. So tell me right away what this is about when, and why would my readers care. And if you are sending a mass email out to all papers and I am a weekly….well we probably wont write about it if its old news by the time our paper comes out. Find a way to work with weekly or monthly papers different than dailys
Tara Geissinger

17. Jan, 2013

Thanks for your thoughtful comment, Michelle! You are very right when it comes to weeklies. It’s always important to tailor your message to fit the requirements of the editor you are working with. Mass mailings rarely result in much. I think it’s much more effective to publish & distribute your news online and then reach out to a handful of select editors that you truly feel would benefit from knowing your news. These are either local editors or perhaps niche trade publications that fit your business.
Chris H

29. Jan, 2013

Good article. I often use press releases in my alumni football business. I have come to some of these conclusions on my own. However, I think I could cut down to bare bones better.
A tip for your readers that I’ve learned. A phone call will go a long way if you REALLY want it to be printed. Also, a follow up email about 2 weeks later to ask “Did you get it?”
Sometimes, it’s just out of site, out of mind.
Tara Geissinger

29. Jan, 2013

Great tip, Chris. Thanks! I agree — publish your press release online and then use that as a starting point for reaching out to the journalists and bloggers that you really want to print your news. A friendly email (personalized of course) or a phone call DO go a long way!