Press releases are an easy, effective, and inexpensive way to draw attention to your small business. But, a press release is a bit different from your usual content writing. Before you jump into writing press releases for your business, here are 5 things you need to know about writing press releases.
1) Know the format of a press release
Writing a good press release is not like writing your usual web content; a good press release is almost like telling a story. In general, good press releases will follow a reverse pyramid structure. You start with a broad intro, where you seek to answer questions like who, what, why etc. And generally get more specific as you write. Also, because they are more formal, grammar matters — not just spelling, but using proper capitalization, proper format for titles, proper style. Mistakes that may be acceptable with web content are not acceptable with press releases.
2) Know the target audience
As with all marketing, knowing your target audience is crucial. If your target audience is over 50, then you are obviously going to write differently than if you were writing for millennials. Demographic research is not easy and it can be time-consuming, but it is a crucial part of any marketing effort.
3) Editing is crucial
Even the best writer makes mistakes; and as any writer will tell you, catching your own mistakes is very difficult. So, if you are writing a serious press release for your business, find an editor who you trust and who has a good command of the English language. A press release that is riddled with grammatical errors and spelling mistakes will not reflect well on your business.
4) Be prepared to market your press release
Writing your press release is only half the work. You will need to market the press release to ensure as many people see it as possible. You will want to find different creative ways of marketing your press release over social media; you do not just want to link to it. Try posting articles discussing your press release, either through a blog post or a contributed article.
5) Have a good distribution service lined up
Let’s cut to the chase, good distribution is not cheap. Many sites will claim to offer good distribution for free, avoid them. Before getting started on your press release, look at distribution services available, and check the prices. The best option is to go with a service that both writes press releases and distributes them as it gives you the best bang for your buck.
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