6 Ways To Improve Your Next Press Release
1. REDUCE YOUR TITLE WITHIN 100 CHARACTERS
Your readers should not have to rewrite your title: offer them a short title, ready to post on Twitter, summed up in a maximum of 100 characters. Yes, Twitter allows 140 characters, but if your tweet contains a URL you must provide the space — about 20 characters – to insert it. We also recommend to leave some space for comments like "Great! "(8 characters).
2. USE SUBTITLES TO SHOWCASE YOUR IDEAS
Subtitles are useful to complete the idea stated in the title. Readers, especially mobile users, should be able to understand your message in a glance. This is also greatly appreciated by journalists for whom time is running.
3. SUMMARIZE THE IMPORTANT QUOTES IN LESS THAN 100 CHARACTERS
Important quotes of a press release can be more easily disseminated on Twitter if they contain less than 100 characters. And for that matter, why not include the spokesman’s Twitter handle in the press release?
4. TELL YOUR STORY
In too many cases, press releases look like the executive summary of an annual report ... which has nothing to do with what journalists want (and need) to publish. You found the solution to a particular problem? Highlight the problem and its consequences, then explain how you solve it. You are launching a new product? Explain how the idea came to you and which obstacles you had to overcome.
5. GO MULTIMEDIA!
A picture is worth a thousand words. This is the equivalent of about 1.75 release! As with any publication on social media, adding additional files as a quotation in audio format, photo, graphic or video significantly increases the appeal of your news. No need to be George Lucas to make a good video! The authentic testimony of an employee or a customer is already a very interesting content.
6. PROVIDE EXTERNAL INFORMATION SOURCES
Want to go further? Facilitate journalists research work by providing links to relevant information sources. This is also an effective way to suggest them various perspectives to be explored for reporting.
Do you have other tips to increase the effectiveness of your press releases? Let us know at firstname.lastname@example.org