Learn How You Can Improve Your Press Release Writing Like a Professional
The importance of press releases and their wide usage in the market as well as different industries is not unknown to anyone. As people are getting to know more about PRs and their effectiveness in the field of marketing, this written document has become a favorite marketing tool for many. While most people tend to write their PR, it never reaches the quality of the document crafted by a professional PR writer.
Even if you are aware of the press release writing format and other basic elements of it, there is still ample room for improvement and improvisation that can churn out more fruitful results. Even though the basic structure and format remain the same for all kinds of PR, every PR is written from a different angle to make it serves the purpose.
Key factors of a PR that demands a different writing style
- Purpose – Every press release is written with a purpose and a goal to reach. Based on the purpose and the goal of the PR campaign; you would require to change the angle of the story accordingly. It helps to serve the purpose and makes each PR campaign a successful one. As PR is highly effective, it can simultaneously work in many directions. For example, if the purpose is only to improve online engagement and presence, only focusing on SEO is enough. But, if the purpose was to announce an achievement, there should be detailed descriptions of the company.
- Occasion – You can write press releases for any corporate event or something related to the business. There could be a handful of situations when you require a press release to spread the news such as brand launch, re-branding and collaborations, corporate events, and the list goes on. Based on these occasions, you improvise your writing angle.
- Target Audience – Who are trying to reach through this press release is one of the most important factors that you need to figure out first. Through a PR, you can reach potential customers, media and news sites, journalists, reporters, investors as well as competitors in the niche industry. Knowing your audience first helps to create a compelling story through PR that easily garners attention from the targeted audiences. For example, if you are target audience includes investors only; you need to focus on benefits, features, revenue, etc many others. But when you are trying to approach potential customers only, tell me more about the product or the services.
How to strengthen your skills in writing a press release
If you want to nurture your skills for writing a press release, the key lies in making the content strong and effective without making it too complicated. Here are a few elements you can work on,
- Simple and Crispy
A document that is going to be read by most readers, should be simple enough to make sense to everyone without adding any technical terms or phrases. While you are supposed to write attractive content; try to avoid modern buzzwords such as “state-of-the-art,” “cutting edge” and many others that ruin the quality of your writing. Instead, try to use unique language that is simple and conveys the message clearly. The more you are able to improve its readability, the greater PR you will be able to create.
Data is a great element to build credibility and gain more media attention. This includes facts and statistics that help to support claims. The facts that have been incorporated in the PR can be originated from reports, studies, and original research papers. Data can help your brand leverage more proof points which is important for the overall growth and reputation of the business. Thus, intricate research and the right use of data is the key here. You can use this data to establish your company’s achievements and it can help reputation management as well.
- Search Engine Optimization (SEO)
A Press without SEO is never a successful PR campaign. Thus, while writing a PR; you need to always focus on the SEO practices that help the PR reach target audiences more effectively and efficiently. Other than keyword incorporation, many other practices of SEO optimization make a PR campaign more successful.
- Style and tone
As media and journalists are considered to be the main targets of distribution, a press release should be comprised of a journalistic tone that makes it more newsworthy. Since it is an official document, the language needs to be formal, direct, and simple. However, the style and tone can change based on the purpose and target audiences of the PR. You need to do your research and learn the exact language that fits the appropriate audience according to the purpose. For example, a PR that will be shared on social media should include some elements that attract online users, especially young ones.
- Editing and proofreading
Have you ever seen a press release written by professional writers? If check thoroughly, you will find no errors since there are none. A professional writer makes sure to edit and proofread every PR that offers a sense of responsibility and professionalism. It is perhaps something very minute but it can potentially damage the reputation of the company as no company will post a PR that is filled with silly mistakes or grammatical errors. So, always makes sure to proofread the press release after you write it.
Now that you are aware of the easy steps in which you can improve your writing; you will be able to craft PRs like a professional writer. However, it is always recommended to take help from a professional PR agency in case you cannot write your own. There are many agencies and writers for PR that you can hire online.