What Advice Would a Public Relations Manager Give for Crafting Engaging Press Releases?

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    What Advice Would a Public Relations Manager Give for Crafting Engaging Press Releases?

    In the quest to create press releases that capture media attention, we've gathered seven pieces of advice from PR experts and journalists. From drafting honest, original press releases to understanding and engaging journalist perspectives, discover the insights shared by a PR & Communications Manager and a Content Marketing Manager, among other professionals.

    • Draft Honest, Original Press Releases
    • Personalize Pitches for Journalists
    • Newsworthiness Attracts Journalist Interest
    • Highlight Timely and Unique News
    • Show Value and Relevance Upfront
    • Focus on Compelling Storytelling
    • Understand and Engage Journalist Perspectives

    Draft Honest, Original Press Releases

    Instead of heading to 'Google' or 'ChatGPT,' I would recommend taking some time to think about the press release and draft an honest and original text. Additionally, provide examples next to each statement to back it up and give it some 'weight,' and don't forget to include one or two quotes from an expert within your organization, as well as some third-party sources if necessary, to make the press release more informative. The key to a successful press release is to provide new, never-before-heard-or-seen information, which would be valuable and interesting.

    Viktorija Armoniene
    Viktorija ArmonienePR & Communications Manager, carVertical

    Personalize Pitches for Journalists

    The best way to get journalists to pick up your press release is to make it as easy as possible for them to turn your content onto their platforms. Do some research as to the type of content they are looking for, and then personalize your pitch to them. This includes adjusting the headline style and word count of your press release to match their published content, and also providing photos that are resized to their specifications. For videos, if you see that they accept YouTube links, then provide the relevant link as well, if you have a video to go with your press release.

    This personalized approach will help make their jobs easier, and journalists will appreciate your efforts and your initiative.

    Chris B.
    Chris B.PR Rep, Minuteman Press International

    Newsworthiness Attracts Journalist Interest

    For me, a press release needs to have something newsworthy in it. If the press release is just promoting an event or a business that has a pretty niche level of interest, then I won't be as likely to pick it up. Ultimately, I have to consider whether our readers will be interested in this. So, if it's not interesting to the readers, it won't be something I'll be eager to pick up.

    Matt MccannJournalist, TAPinto

    Highlight Timely and Unique News

    Focus on what makes your press release newsworthy. It might be about promoting someone, launching a new product, or another big update from your company. The key is to connect with your audience by highlighting something timely, trendy, or completely new.

    Finding that special angle can be tough, but ask yourself questions like, "Does this save people money?" or "Is it sparking a conversation in our industry?" It's about showing what's unique about your news and making sure it's presented in a compelling way that stands out to reporters.

    Marco Genaro Palma
    Marco Genaro PalmaContent Marketing Manager, PRLab

    Show Value and Relevance Upfront

    Crafting a press release that journalists will jump at isn't just about the information you're providing; it's about packaging that information in a way that immediately shows its value and relevance. Here's a slice of advice, steeped in my experience and not just plucked from the internet ether:

    Make it immediately relevant and uniquely impactful. Journalists are inundated with pitches and press releases daily. To cut through the noise, your press release must answer the 'Why now?' and 'So what?' questions right at the start. Highlight the unique angle or impact of your story. Is it a groundbreaking innovation? Does it tie into current trends or events in a novel way? Your headline and first paragraph should be so compelling and directly tied to current conversations that the journalist can't help but want to share your story with their audience.

    Remember, it's not just about what you think is important; it's about what their readers will find important. Tailor your press release to align with the journalist's beat and the audience's interests, making it as easy as possible for them to see the story's value and run with it.

    Nixon Lee
    Nixon LeePartner, SpinePR

    Focus on Compelling Storytelling

    For a press release that journalists can't resist, focus on crafting a compelling story, not just sharing information. Start with a captivating headline that hooks readers immediately. Clearly articulate the significance of your news in the first paragraph, answering the who, what, where, when, why, and how. Inject quotes that add a human touch and resonate with your target audience. Keep it concise, highlighting the most crucial details. Include multimedia elements like images or infographics to enhance visual appeal. Ultimately, make the journalist's job easier by providing a ready-made, engaging story. By prioritizing storytelling over mere dissemination, your press release becomes a narrative journalists are eager to share.

    Himanshu Sharma
    Himanshu SharmaCEO & Founder, Academy of Digital Marketing

    Understand and Engage Journalist Perspectives

    One of my key strategies is understanding the journalist's perspective. I always ask myself, 'What would make this story interesting to them and their audience?' This helps me tailor my press releases to be more engaging and relevant.

    I've found that journalists appreciate a thorough and detailed press release. They want to know the facts, figures, and the story behind the news. So, I make sure to include all this information in a way that's easy to understand and digest.

    In terms of communication, I've learned that less is more. I aim to craft short, simple, and compelling emails that encourage journalists to read my press release. No unnecessary attachments or materials, just the essentials.

    I also believe in giving journalists ample time to write their stories. So, I distribute my press releases a few days ahead to ensure they have enough time to cover the news.

    Lastly, I've found that offering an exclusive story or angle can really grab a journalist's attention. It's like giving them a unique scoop that their audience will love.

    Rakesh Bisht
    Rakesh BishtDigital Marketing Manager, Gleexa