A spellbinding and very factual release is useless if it is not timely
(EMAILWIRE.COM) Before you start to write a press release, make sure you have something to write about. That thing should be newsworthy with a spellbinding title. Whatever you have to say, say it timely, and say it in the first paragraph so that it catches the attention of your readers. Address your audience with facts and make it easy for journalists to turn your release into news.
Whether journalists or experts in your field are your intended audience, you have to catch their attention before they walk away from your release. How do you capture your audience? Start with an enticing title — a title that will hook your readers and compel them to read your release.
After you have written your absorbing title, give your readers something to chew in your first paragraph. Many experts state that your first paragraph should contain the meat of your story, and the same paragraph should answer 5 Ws: Who, What, When, Where, Why or How. Later support you 5 Ws with facts in the paragraphs that follow.
Therefore before you write your release, ask yourself whether it is the right time. If it is not, wait. Ask yourself if your release is addressing a problem affecting your town, city, state or country, or is it addressing a current problem plaguing your industry. Know when you should send your release to media outlets. If it is urgent, include the phrase “Immediate Releases” at the top of your release. If you want your release to be published on a later date, write the release date instead. News houses have datelines. Therefore know when to send your release to your target news outlet.
Online news outlet on the other hand will publish your release as it is submitted. But some still have datelines. If you send your release via e-mail on Mondays, it may not get attention because e-mail boxes are usually full on weekends. Journalists or your target audience wade to many releases. Tuesday may be a better day of the week to send out your release.
Timing your release may not be enough to make it news – especially if your release does not have contact information. Therefore add your company name, your name, phone number, e-mail and website address. Make it easy for journalists or your readers to contact you. A phone call from a journalist may make your press release news.
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