5 Easy Tips to Nail Your Press Release

There are many necessary rules for public relations professionals to create an effective message for their company or client. Whether it’s via press releases, public relations stunts, or crisis communications, PR pros have to understand the distinct etiquette associated with each sector. In particular, press releases have many standards that you should consider when formulating and managing your piece of writing, such as its content and its dissemination. That’s why it’s crucial to keep these five tips in mind when writing your next press release: build genuine relationships, follow up thoughtfully and professionally, share newsworthy content, write concisely, and be accurate. 

It’s beneficial to maintain relationships with journalists and truly get to know them. Understanding their interests in and out of work will benefit you in figuring out what press releases resonate the most with the recipients. Having sources that you can consistently reach out to who will help promote the company you are working for and help you land stories successfully. 

Not only should you follow up with journalists to check how they’re doing, but also after sending out your press release. Doing so will ensure they have reviewed the content that may interest them. Moreover, you shouldn't send a follow-up email flagged as priority. This sets the stage for you and the company to lose credibility, something no PR professional should lose. 

To fully maximize the efficiency of your time, your press releases shouldn’t be exhaustingly long and filled with trivial updates. Journalists don't have the time to be reading a lengthy piece of writing that is filled with information that they don’t care about. Sending press releases about an updated office look or a new operations manager will not entice your audience. 

Instead, you should wait until you have something major to share with your contacts. Once you have compiled this information, it is acceptable to include pieces of information you have gathered that relate to the content. Incorporating irrelevant information wastes not only your time, but also the readers. Keep your press releases concise and to the point; that way, you’ll be able to leave a lasting impression. 

It is important that there are no erroneous components within your press release. If you have grammatical errors, you should delegate your writing responsibilities to someone who has more proficient writing skills. The information within your press release should never be false or fabricated. If you’re sharing information that isn’t credible or is exaggerated, it sets you and the company up for failure, losing the trust of your audiences. Although it is true that you include information and certain words that highlight the company’s strengths to generate interest, overdoing it to the point where it is not true is never the right way to win attention. 

There are many different rules when it comes to writing, and they are constantly evolving. Staying prepared, professional, and adaptable will help you excel as a public relations professional. With these tips, you can craft a compelling press release.