Press releases are one of the most vital aspects of many businesses marketing endeavors. It creates brand recognition, allows consumers to know the happenings of your business, and help showcase big changes in your organization. Unfortunately, many entrepreneurs and business owners make simple mistakes when writing their press releases leading to their stories not being published and therefore missing out on a ton of potential buzz. In this blog, we will go over the 5 big things every press release should have and the 5 things you should leave out of future releases.
Things You Need To Add
1. A catchy “clickbaity title”
What made you read this article? It was the catchy headline, wasn’t it? Unfortunately the old passage of “don’t judge a book by the cover” isn’t followed by reporters and many choose to read press releases solely based on the title. Create a concise easy to follow message as your headline and you will be ever more likely to get picked up.
2. High-quality images relating to the event
Reporting has changed from a print-dominated market to a social dominated market so imaging is a reporter’s top priority. Present them with high-quality relevant imaging and they will be more likely to pick up your story. A general rule of thumb is that reporters are overworked, understaffed, and underpaid so if you can make their lives easier they will pick your story up.
3. An about the company section at the bottom
A simple about your company at the bottom of your press release will do wonders for your success rate. Simply write a 1 paragraph blurb on who your company is, where they are located, and who they should contact. Here is what we put for our agency whenever we are releasing anything in Duluth.
“Finden Marketing is a Duluth, Minnesota-based marketing agency that focuses on story-based marketing for businesses. Our company helps clients achieve exponential growth within their business by creating and implementing successful online marketing strategies. To date, our team has helped over 25 companies grow to new levels. Our team specializes in online advertising, social media management, branding, photography, and videography. With a tagline of “Showcasing your fire,” Finden’s purpose is to help take some weight off the shoulders of business owners allowing them to focus on why they started their business in the first place.
For more information, visit the website at findenmarketing.com, or contact Andrew Weisz at andrew@findenmarketing.com or by phone (507) 696-6493
And to see more of Finden Marketing, follow them on:
Facebook: facebook.com/findenmarketing
Instagram: @findenmarketing“
4. 3-5 quotes from different people in the organization
Quotes help create the tone of the company and are fantastic to include in press releases. These are easy snippets reporters can steal when writing their piece and it makes their lives easier. I recommend choosing these quotes strategically including the CEO and important parties involved.
5. A list of questions that a reporter should ask at the very bottom
These are softball questions that you can prep so you can give the best answer possible. This again goes back to the overworked reporter and if you can make their process streamline it will see more success 99/100 times. To learn more about how to improve your PR and how to get other earned media check out this link.
Things You Need To Avoid
1. Don’t send out press releases on Monday’s & Friday’s (or on holidays)
Reporters have lives outside of work and like many, they don’t want to be bothered on holidays. Aim for Tuesdays & Thursdays to send press releases out to get the best results. The reasoning is that many reporters use Mondays to catch up and don’t look at emails and on Friday most people leave the office early or are already thinking about the weekend. Tuesday after 9:30 am has been known to be the best time to send out your release.
2. Avoid writing more than 1-2 pages
Press releases are made to be short and to the point. The longer you release the less likely a reporter will pick it up. Make sure to outline your main points before starting your release and stick to those.
3. Telling multiple stories in one press release
Telling multiple stories in one press release is a surefire way for your release to not get picked up. Again pick your main points and stick to them. Rather than trying to tell a full novel about everything your company is doing pick the most newsworthy and send that.
4. Following a generic press release template
Your business is unique, why should your press release be any different. Journalists pick up stories that they think their audience will like and want something unique and like nothing their readers have read. Most get disappointed when they see a copy and paste release and throw it in the virtual recycling bin. Rather create a personal release that shows your business twist to see better success.
5. Writing a press release for every little thing that happens to your company
Only write about newsworthy stories. No one cares that you hired a new employee or are now stocking x product that belongs on your social media not the news. Pick big things that happen like opening a new store, hosting a big new event, breaking a world record, or any other thing that you would read on the news and go “wow that’s cool”. If you aren’t over the moon about the news neither will the journalist. An easy test is to tell your friend, partner, etc the news and see how they react. If their mind is blown then that’s newsworthy.
Want to learn more about PR? Finden Marketing is Duluth, Minnesota’s leading Gen Z & Millenial marketing agency, and offers a wide range of services including PR, Branding, Content Creation, Paid Media, Graphic Design, and Web Development. With over 30 projects in the bag, Finden Marketing is becoming a staple in Duluth. To learn more about Finden Marketing check us out here, or visit us in Duluth.
