Do you have something about your business that you think is special enough to be announced on tonights news or next month’s issue of Marie Claire?
Do you plan on hosting an exciting event? Do you wish the whole town could hear about a new special product or offer you are selling? You might want to look into creating a press release.
What is a press release? Well according to Webster’s dictionary, it’s …
“An official statement issued to newspapers giving information on a particular matter.”
Of course, nowadays newspapers can be online as well. But basically, it’s an official way to announce something new about your business that deserves a lot of attention. You can do it through the medium of text, video, audio or even photographs.
You can turn your press release into to the media (i.e. news, magazines, blogs etc.) If you are managing your own PR and marketing, it’s wise to be able to draft a press release that stands out and can help you get the word out on your business.
How to craft the perfect press release
Set really clear intentions
What do you want to announce?
Make sure you’re clear on exactly you want to state to the public. You should be prepared to answer all and any questions about it in detail. You want to make sure your intentions are clear
Who do you want to see this?
Consider which outlets you chose to send your release to. Your ideal client should be on your mind. Where is she/he shopping? Where is she/he reading? Where is he/she getting their news from?
What would you like your result to be?
Set a goal for how many leads you expect this press release to give you. Decide how many transactions it will take for this release to be worth it. After you’ve done the math, figure out what the juiciest parts are about what you have to offer. Write them down and then prepare for the next step.
Crafting the headine and body text
Create a catchy headline
Imagine being a stressed out journalist and needing to find something to write about that will turn heads at the office. What headline would make them put aside reading the other releases just to view yours?
Now, of course you want your headline to be relevant, but you also want it to make a statement. Shorter headlines are better. Using unusual adjectives can spike curiosity. You want to stay away from way to general words like “amazing” or “incredible”. Go for words like “revolutionary” or “irresistible”.
Your headline should be big and bold (literally). Make your headline bold and make sure you capitalize at least the first letter in the first word (and needless to say, and proper nouns in the title).
BONUS: As a business woman, you always want to use the freshest available descriptive language as possible. You cannot over learn that in good business.
Forming your subtitle
If you can write a catchy and telling sentence about your release, use that for your subtitle. Whats nice about the subtitle is that you can get a lot in one sentence and use it as momentum for the reader to carry on into the body text of the release.
Form your body text
Just like any other formal documentation, make sure you include the date and location you are sending from.
You cannot afford to make your first sentence dry. Catch their attention right away by pulling them right into interesting information. To take the pressure off, one trick I use, I learned from James Altcher, is to just write a regular opening statement and then delete the first sentence. Sometimes trying to force a good first sentence will cause it to never show it’s self, it’s better to flow into your writing and then read over it to delete the generic bland stuff.
Making it absolutely perf.
You do not get into detail.
Just get straight to the point and talk about the good old five W’s. Who, what, when, where, why. Sure, you can add some cutesy jargon but don’t go overboard. (It can be a slippery slope). Avoid repetition and run on sentences. Skilled journalist don’t need to know every thing about your hosting/offering in order to know if the release is worth sharing. It’s their job to find out as soon as possible, don’t get in there way.
You can share nice and dry facts. Like statistics, number of sales, goals. Just make sure it’s quick and for the love of louboutin, accurate!
If you feel like it would be appropriate you can add a sentence about why you feel like that particular outlet would benefit from sharing your release. Just make sure it’s a reason that will really resonate. Even you have to do a little research about their readers/viewers, it might be worth it for both you and them.
For example: “I wanted to share my workshop on eating healthy for pregnant women because I recenlty read that 40% of your readers are pregnant women who are interested in eating healthier.”
Format of your headline, subtitle and body text
Your headline and subtitle should be centered and your body text should be aligned left. As stated before, make sure you headline is big and bold. Your subtitle can be the same font as your body text. You can put it in italics for an extra dash of professional.
Leave your contact information
Make sure you leave all your contact information. You can either place it in the order that’s best to reach you or match the medium in which the press release was sent. Like, if you sent it in email, you can put your email down first. Or if you sent it via snail mail, you can leave your physical address first. This is your call. Whatever feels best for you.
Just make sure you leave your email, phone number, website and social media links so they can research you as much as they’d like.
You’ve just made your press release!
Now that you have this as guidance, you can craft your own perfect press release and continue to do so in the future. It will help your business get more exposure.
Pitch your release to magazines, newspapers, television networks, news shows, popular blogs and more.