4 Crucial Elements to Include In Your Next Press Release

public relations press release

Press releases are exceptional ways of showcasing the happenings of your business and brand. They can be used to introduce a new product, promote an event, announce community impacts and broadcast other significant occasions that businesses want to make public. When writing a press release, always remember it’s a way of pitching to the media that makes an impression. If done correctly, there’s a greater chance of getting it picked up. That’s right! Getting your press release picked up is never guaranteed. Here are four elements you must include into your next press release that’ll show you’re worth the read.

Strive for Newsworthiness

An incredible press release has at least one value of newsworthiness. If the media doesn’t deem your press release newsworthy, it will not see the light of day. Luckily, there are five newsworthy values—timeliness, proximity, significance, human interest and prominence, that can help salvage your press release and come out on top.

Here are five questions to ask yourself when establishing newsworthiness:

  1. Timeliness: Is it coming in the near future or has it recently occurred?
  2. Proximity: Does it affect people in the community because it occurred or will occur locally?
  3. Significance: Did it affect a large number of people?
  4. Human Interest: Does it appeal to emotion?
  5. Prominence: Is someone famous involved?

Here’s why establishing newsworthiness of these five values is important:

  • Timeliness is crucial. When sending out your press release, always give the receiver enough time to cover it. According to Prowly Magazine, the most rewarding day of the week to send a press release is on Thursday from 10a.m. to 2 p.m., meanwhile Wednesday and Friday are the danger zones.
  • Proximity is always relevant for press releases. If your local business is offering a free product or service, it’s important to get your press release out to the local media or those who would be affected by it.
  • Significance is vital when writing a press release. Before sending it out, make sure it’s memorable and worth talking about.
  • Human interest should be utilized in establishing a connection between the writer and the reader. The press release should tap into their emotions and make them feel something.
  • Prominence relates to famous or notable beings. If a celebrity is involved, it should always be mentioned.

The P in Press Release Stands for Personalization

If your press release is cold and repetitive it’s less likely to get published. Think of your press release as an interview, but on paper. You want to make a great first impression. Make it personal and persuasive to entice the reader. The media gets an overwhelming amount of emails, especially press releases, every day. To help make you stand out, consider asking others to read it, or even have an experienced advertising agency, such as Appleton, create a newsworthy press release for you.

Spend Time Making Your Headline Attractive

A headline should be eye-catching and thought provoking because it’s the first thing your reader sees. When creating a headline, include numbers or questions, but whatever you decide to use, make it attention-grabbing. It tells viewers what they’re going to learn and why it’s important.

Write Clearly and Concisely

Every press release written shouldn’t sound like the last. Spend time making it unique and notable without the technical jargon. Make it readable for all eyes. Writing clearly and concisely is the key to having a press release that doesn’t leave readers dreading the rest of the content.

An agency is a great resource to assist with public relations. They’ll have established media contacts and a journalistic mindset to help write and distribute your press release. Appleton is an award-winning, full-service public relations agency located in Orlando, Florida. Appleton works with local, national and international clients to engage, inform and persuade target audiences of all types and sizes. Through strategic planning, media advisories, press releases, events and reputation management, Appleton can publicize and manage your company’s products, events and achievements. Your PR goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.

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