Like any news story or announcement, a press release must have a particular angle that is interesting to journalists and, subsequently, to their audience.
The opening of a new office might mean big things for your company, but it’s of little interest to the rest of the community if you don’t tell them why they should care.
Here are some essential things to consider when writing an effective press release:
RELEVANCE: This is the most basic concern you need to address; how is your news relevant to the publication’s demographic? Are you providing jobs or new services? Is a prominent community figure involved? Does it relate somehow to a recent hot topic? Always know your release’s relevance before writing.
TIMELINESS: A journalist is unlikely to pay attention to a release if it isn’t timely. Does your release relate specifically to a holiday or event? Did it happen recently or will it happen soon?
DISTINCTIVENESS: What makes your news unique? Is it something interesting, or different, enough that people outside your company or organization would want to read about it? Would you?
LACK OF COMPETITION: Think carefully about other news or events taking place at the time of your release. Are you competing with holiday news when your release isn’t at all holiday related? Will publications have bigger stories with which to concern themselves? If so, hold off on releasing your story until there’s a bigger gap in the news cycle.