How to write an effective press release / What makes an effective press release

What is a press release? A press release is a piece of well written communication typically prepared by a company's internal public relations or media relations department or by a public relations agency and issued to members of the media that they can write an interesting news story about you and what you have done.

Who uses a press release? These days online media outlets publish a press release as is issued by the public relations agency. The release then creates awareness, builds interest and knowledge in the message being communicated.

A press release may be used for numerous actionable reasons:

·         By journalists as the basis for a good story,

·         By research teams looking to understand the market, and for compiling intelligent reports

·         By key marketing or business development individuals to identify business opportunities

·         As well as for monitoring or tracking key competitor analysis and activities

When writing a press release, think of the audience. How will this interest the audience?

A press release is a way, for you to highlight your activities but also an opportunity to change an individual or company's behaviour and highlight your business. It also allows you to communicate your message and for organizations to learn from your business acumen.

A well drafted press release will answer questions, enlighten and stimulate activity. Your communication should be used as an educational exercise to highlight your recent activities and how this affects the market, industry or region and the difference it makes.

A press release should be written in a strong business tone and clearly highlight the basic 5W's and H

Outline clearly -

1.     Who you are;

2.     Where you are,

3.     What you have done, and What makes the difference

4.     Why

5.     When

6.     and How does this set you apart. How have you achieved this

Remember to address what the idea is, how will you use your message to get it across, what examples can you include, has it been targeted to the audience and have you identified the doubts in the reader's mind?

Refrain from writing your press release just to get it published or because it only includes what you want to say. This is an opportunity for you to communicate your brand message, your actions and activities. Use it to build rapport, connect with a particular audience in the region and expand your business objectives.

When compiling your press release think of the message you want to get across. What is your key message and objective? Create a clear and engaging story

·         Structure your message

·         Explain briefly what you mean

·         Think of the language, sense check so people will understand

·         Substantiate your message, give examples

·         So what? Why should people read or listen to you

Other areas to consider once you've compiled your press release. Have you outlined:

·         Are you an authority in your field, if so how?

·         Does your press release have energy and drive?

·         Will your audience be engaged in your message?

·         Are you clear about your message?

·         Will a company or individuals decide a course of action after reading your press release?

·         Why should they believe you?

Always be clear, honest and consistent in communicating your message.

*** Make sure your press release has been verified by all parties before submitting to the media.