Press release writing

There is a new phenomenon in the social realm, called the social press release. This phenomenon utilizes social media as a channel for distributing press releases. An idea, which we must say, is contributing positively to the practice of press release writing. Also, one that has ceased the digital tide.

But as much as the digital channels have boosted our content distribution, it is a separate issue for the writer to ensure that his press release, is seen. People post all types of content in the millions per day on social networks. 

The question then becomes, how do we get our press release seen and read?

Consider this: On 22^nd February 2015, Charity Maina was raped and killed in Moi University. In a bid to quell, the heated outburst of the student body - the Vice Chancellor Prof. Richard Mibey issued a press release in the dailies the following day.

Now, according to readers, apparently, that release had many grammatical errors. A clear indication that someone in the administration was in a hurry to correct a great wrong. Guess where I picked this information? The social media. 

However,whether it achieved its intended purpose or not, is an issue at large. Suppose they didn't, what could they have done to gain traction?

As we know, in order to get our press releases ‘heard’ we need to use all media available. Statistics indicate that 26.5% of the African population use the internet. Consider this percentage and the inadequate infrastructures that we have. Factoring in that we are on the path to actual development, this number will soar. This is an indication for us to prepare ourselves to capitalize on this space.

With that in mind, here are 5 ways you can make your press release get traction online. 

  

Write Clear Headlines

It never gets old. In all writing, headlines are your ticket to a reader’s time. If it stands out, then you have increased your chances of getting your reader’s attention. If not then we have to work on this. On that note, your heading needs to be 22 characters or less.

The Length

A press release is a document that tells a synopsis of your company and or newsworthy information in the company. Answering the question of who, what, when, why, where & how of a topic. This 5W’s and 1H make the body of the release as airtight as possible. Keeping the release two pages or less or 600 words or less is a key ingredient. According to Elizabeth Hillmann of Discovery Education says, ‘The length of the press release should be under 600 words or no more than two pages to make it the most effective, and will aid in optimization.’ Solid advice.

Keywords

What are these? According to Corry Janssen, Technopedia, He says, ‘A keyword, in the context of search engine optimization (SEO), is a particular word or phrase that describes the contents of a web page. Keywords are intended to act as shortcuts that sum up an entire page.’ With that in mind, Elizabeth's advice that we need to use at least we use two or three keywords throughout your headline, subhead, and first paragraph to ensure consistency of messaging and increased chances of search results.

Rich Media

The saying that a picture is worth more than 1000 words never gets old. However, if we could go back, something worth adding is a great picture is worth so much more than 1000 words. In writing that press release, using high-quality media-pictures, infographics, and video can help your releases rise to the top in search.

Logo

In concluding our strategy of conquering the online space, always make it a habit of incorporating your company logo in all your releases. This makes it easier to find your release if someone searches for your company or brand name; the images will come up. 

Knowing how to make our press releases ‘heard’ is our daily objective. Leveraging the online space is a step towards making this objective a possibility. Try it out and let me hear from you.

Image Source | Flickr

Times are changing. This change is affecting the way we communicate. Moreover, by communicate, I mean the way we tell the story.

Back in college, when learning about press releases: what they are and how to write, my lecturer would always insist on the story. He would argue that, before you deem it fit to write a release, vet if the story is actually worth telling. How right he was. A lot happens in corporations’ world over. The same theatrics we witness in governments are the same in corporations. Only that the president is the CEO or managing director. Amidst all these, we have a story to tell.

The question becomes how will I tell this story. Well, by writing! In communication, writing matters. It still does, even as we are deep in an era that glorifies citizen journalism. 

Sean Carney says, ‘Writing is as essential as air. We as PR professionals come from varied backgrounds, and while some nerds have a degree in public relations, I would argue the majority of us were history majors, English majors, journalism majors, and political science majors – thousands of abandoned law school applications left in our wake. However, all of us (hopefully) got into this gig because we had a passion for current events, news, and above all, communicating. We’re probably personable, we’re probably outspoken, we probably drink too much, – this is PR.’

Unfortunately, most communication professionals have a hard time telling the story, through writing. They would prefer an alternative. However, which one? Learning how to tell a story be it in that release, pitch or the annual plan, here are some tips to help you tell the story effectively. Remembering that we are professionals, entrusted with the brand of our client. Moreover, as in medicine, the guiding principle of PR is, “First, do no harm.” Here goes.

Break Down the Story

In reference to what my lecturer taught me ages ago, what is at the core of the would be story. Do you have anything new to tell the corporation’s audience? Is it something the stakeholders and shareholders will find genuinely worthy? If you do not have anything new to tell your audience, is there a related narrative, you can tie your story to. Sean Carney says, ‘if you don’t have a story, find one, and make it your own.’

Level the Announcement

Do you remember the inverted pyramid style, when writing a story? The essence was to have all the important facts come early in your writing. Just in case the publisher lacks space and decides to chunk out the last paragraphs. It applies in this scenario too. Order your story well.

Start with ‘The big news in a simple, direct fashion’

Add ‘More details’Give us a ‘Quote’Provide some ‘More Context’

Why Should I Care?

Says Who?

Why Should I Listen to Him?

What is He Got to Say?

What Do You Want Me to Do About It? 

Remember do not bury the lede.

Act like A Teen-Ager

Have you ever tried addressing a bunch of teenagers? Instead of paying attention to the message, they tend to focus on the medium (you). Your dressing, voice, phone, facial appearance (ugly, handsome, or beautiful). They are trying to see if you are worth listening to. Whether you match the message you are preaching. They are a lot like reporters – they do not trust you, they do not have time, and they think you are lame.

When thinking about your story, Sean Carney advises that we ask ourselves the same questions an uppity teenager would, and in the same order:

What is Going On?

Why Should I Care?

Says Who?

Why Should I Listen to Him?

What is He Got to Say?

What Do You Want Me to Do About It? 

Happy writing!

By George Odenyo Litunya-Corporate Communication & Digital Marketing Consultant

The information age came with good tidings. However, it brought along a dark cloud called information saturation. There is nothing new in that sphere. This information saturation is an issue we need to take note of with all due gravity. Since, we are in the business whose currency is information-spoken and/or written after all.

This has made our work as communications professionals, difficult. Don’t you agree? Getting our press releases ‘heard’ is a challenge we need to continuously ponder over, and find ways to reach our audience. Press releases continue to be the most formidable tool in our toolbox. 

Image Credit | Mark Greenwood

On 22^nd February 2015, Charity Maina was raped and killed in Moi University. In a bid to quell, the heated outburst of the community-students-the Vice Chancellor Prof. Richard Mibey issued a press release in the dailies the following day. Now, according to critics, apparently it had many grammatical errors. A clear indication that someone in the administration was in a hurry to correct a great wrong. I heard of it in the social media. Whether it achieved its intended purpose or not, is an issue at large, for us to vet. The question becomes; what could they have done to gain traction?

In order to get our press release ‘heard’ we need to use all media available. The internet being the most important. Statistics indicate that 26.5% of the African Population use the internet. Consider this percentage and the inadequate infrastructures that we have. Factoring in that we are on the path to actual development this number will soar. This is an indication for us (communication professionals) to prepare ourselves to capitalize on this space.

With that in mind, here are 5 tips to make your press release standout online, working on the belief that it will be your first channel to turn to, right? If yes, read on.

Write Clear Headlines

It never gets old. In all writing, headlines are your ticket to a reader’s time. If it stands out, then you have increased your chances of getting your reader’s attention. If not then we have to work on this. On that note, your heading needs to be 22 characters or less.

The Length

A press release is a document that tells a synopsis of your company and or news worthy information in the company. Answering the question of who, what, when, why, where & how of a topic. This 5W’s and 1H make the body of the release as airtight as possible. Keeping the release two pages or less or 600 words or less is a key ingredient. According to Elizabeth Hillmann of Discovery Education says, ‘The length of the press release should be under 600 words or no more than two pages to make it the most effective, and will aid in optimization.’ Solid advice.

Keywords

What are these? According to Corry Janssen, Technopedia, He says, ‘A keyword, in the context of search engine optimization (SEO), is a particular word or phrase that describes the contents of a web page. Keywords are intended to act as shortcuts that sum up an entire page.’ With that in mind, Elizabeth advices that we need to use at least we use two or three keywords throughout your headline, subhead and first paragraph to ensure consistency of messaging and increased chances of search results.

Rich Media

The saying that a picture is worth more than a 1000 words never gets old. However, if we could go back, something worth adding is a great picture is worth so much more than a 1000 words. In writing that press release, using high quality media-pictures, infographics, and video can help your releases rise to the top in search.

Logo

In concluding our strategy of conquering the online space, always make it a habit of incorporating your company logo in all your releases. This makes it easier to find your release if someone searches for your company or brand name; the images will come up. 

Knowing how to make our press releases ‘heard’ is our daily objective. Leveraging the online space is a step towards making this objective a possibility. Try it out and let me hear from you.