How to Write a Winning Press Release for Your Brand

There’s a right and a wrong way to do this. [17]

For example, much like the release itself, a bland headline is a sure-fire interest killer. In your introduction, make sure that you add a personalized element to catch your prospect’s attention. Finally, when you copy in the body of the release, do one last check for any grammatical or spelling errors. 

Know the Difference Between Additional Details and Stat-Dumping

Raw numbers aren’t necessarily going to help your press release as much as you think they do. 

The key to using statistics is to inform or back up an existing point that you’re making. 

Economy of text is your best friend, so when you add a statistic, be sure to think about it. Is this going to somehow inform a journalist’s experience? Does it clear up a question they would otherwise need to ask you?

Distribution Services

There are some pieces saying that online press release distribution is dead, but this is a half truth. Partnering with an outside service to distribute your press releases can still be effective. 

good distribution service will have a continuously updated list of media members and journalists that fit your niche to send your press release to, rather than a set list of emails they have on file. [18]

Cheaper services may have lists with irrelevant or expired contacts. For small business owners, it may be more cost effective to try and do the legwork on your own. 

When you are ready to make the jump, you’re best served working with the biggest names around, like PR Newswire and others. [19]

Promoting A Press Release

Now, you fully understand how to write a press release. However, the work doesn’t stop there. The best content in the world doesn’t amount to much if you can’t put it in front of that target audience you’ve been building around. This is what makes promoting a press release so important. We mentioned earlier that nothing is guaranteed when it comes to catching the attention of the press, but that doesn’t mean you can’t stack the deck in your favor. Here are some key ways to make this happen.[20]

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