Three Must-Haves in Your Next Press Release
By Matt Petteruto for PR News
As the media landscape continues to change at a dizzying pace, it can be difficult for PR and communications pros to keep pace. Layoffs continue to mount, while the manner in which news is delivered and consumed by audiences is constantly evolving. Despite these rapid changes, one thing remains for certain when it comes to generating earned media: the press release still matters.
Over the years, Cision’s annual State of the Media reports have shown that the press release consistently ranks at the top of the list when it comes to the types of content journalists say they want from brands. It serves as the most useful source of information for journalists when generating content or story ideas.
But what goes into creating a press release that will generate interest from journalists? While there is no secret formula, the fact is that writing an effective press release is part art, part science. Fortunately, there is enough data available to set you on the path to success. Here we’ll touch on three critical components for an effective press release.
A Headline that Generates Engagement
Before you can get a journalist to engage with your press release, you must first convince them that it’s worth reading. This begins with a compelling headline that grabs your target’s attention.
Put yourself in the shoes of the journalists seeing a press release headline come across their screen. Is this something that you would want to read? Does it resonate with your readers? And at all costs, avoid writing a headline that comes off as clickbait. It’s one of the fastest ways to find yourself in a journalist’s spam folder…permanently.
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