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Getting your press release in the hands of the news media most likely to be interested in what you have to say is your next challenge. So think about who is likely to care at all about your news? This might include:
In the center or left of the page, include a headline that summarizes the information in the press release. That might be, “Jones Promoted to General Manager,” or “The Whoseewhatsit Named Top Toy of 2016.”
Include a call to action in your release. This is information on what you want the public to do with the information that you are releasing. For example, do you want readers to buy a product? If so, include information on where the product is available. Do you want readers to visit your website to enter a contest or learn more about your organization? If so, include the website address or a phone number.
A good press release should take a factual tone and be short and concise, giving the journalist the essence of the story. They get in touch if they want more information. If you get the news content right and write to the publication’s style, you give yourself a good chance of getting your story across.
As a senior journalist who has just crossed over to the dark side of PR, I am amazed at some of the advice above, obviously from people who have never worked as a journo and have little idea as to how they work (well, how we worked and how I suspect most major news organisations work).
Headlines should include the keywords you’ve chosen to target in your press release. This makes them easier for search engines to find and rank, and helps ensure that your readers and the media understand the subject of the press release. Remember that you don’t want to go overboard with the keywords: just include them naturally throughout.
Nicole Williams-Lewis of Keller Williams Realty First Coast to host a free workshop for mini workshop for first time home buyers. Speakers cover the home buying process in depth. Presenting are experts from Freedom Mortgage, Bold City Insurance, Biltrite Home Inspections and more. – March 03, 2018 – M. Nicole Williams-Keller Williams Realty First Coast
After the first step, the second most important component is the ‘Title’ or the ‘Headline’. This should be bold and centered. On demand, the font size can be made bigger than the other text to make it stand out. The headline is the main element of the press release and the reason for making it stand out is to draw the attention of the people who might be interested in reading it.
Remember, you’re trying appeal to a journalist, so you don’t need to plug your company right away. The headline can serve to set up the big picture story into which you can weave your business later on. It should be centered, with a size 14 font and bolded.
Keep it short and sweet to please the search engine powers that be, as well as prospective readers. The optimal length for a press release headline should be 100 characters or fewer. This also helps if people later want to tweet your press release.
Press releases follow a well-defined format that simplifies the writing process. Journalists and bloggers read hundreds of press releases a day, so following this format helps ensure they catch the essential information at a glance.
WASHINGTON – The Office of the Director of Science and Technology (DS&T) within the Office of the Director of National Intelligence (ODNI)—in partnership with the Office of the Under Secretary of Defense for Intelligence (OUSD[I])— announced today the winners of its first public challenge contest, “Xpress,” to explore artificial intelligence (AI) approaches with the potential to transform the process by which analysts currently support policymakers and warfighters through the research and generation of written products.