When busy journalists take a look at it, they’ll be able to instantly grasp all the important messages of the release and decide in the blink of an eye whether or not to run with the story. The bullet points are meant to summarize the news. One great way to “hook” the journalists’ attention is by adding important bullet points before the first paragraph. In short, your press release flow should follow the “reverse pyramid” formula: Image source Tip 4: Add a press release summary burying the lead), there’s a greater chance readers will miss it. If you put crucial information after this section (e.g. It’s important to deliver all the key information right away. These days, the average person’s attention span is only around eight seconds. Tip 3: Insert key information in the first paragraphĪfter the headline, the first paragraph of the press release must answer the 5W+1H questions: who, what, where, when, why, and how. Business journalists may also be able to glean some value by examining the partnership. The above press release is an excellent example of a product launch announcement that would cater to consumer-centric media. Is this the same kind of story the journalist covers regularly? Would the journalist’s readers gain any benefit from knowing this information?Ĭommon press release topics include new product launches, mergers and acquisitions, product updates, events, grand openings, new partnerships, rebranding, executive promotions/hirings, industry awards, and more. The first step is to acknowledge and evaluate whether the press release’s topic or angle is relevant to the target media.
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