“An excellent headline and an information-filled first few paragraphs to skim could be the difference between publication and hitting the delete button,” says McClenning. Large newspapers and national publications receive thousands of releases each week. She explains that this style allows an editor to quickly use your release in a limited space by sometimes only publishing the first two or three paragraphs. Top Cat Creative marketing communications specialist TC McClenning suggests using an inverted pyramid style. “We establish the one critical point we want people to know and then make it clear in the release.” “We strive to keep our press releases as brief as possible and directly to the point,” says 48West Group managing partner Leigh Dow. Getting started with a laser focus is a recommendation of many marketers. “If you can’t convey the heart of your message quickly and efficiently, you’re wasting everyone’s time.” “Your headline and first sentence should sum up everything there is to know,” says Bookmasters director of marketing and publisher relations. So the very beginning is absolutely key for conveying the heart of the press release.
You should also keep in mind that often, as readers are skimming, they’ll hit the first sentence or two and possibly not much else. Journalists and readers want to get to the point, so give it to them.
It’s essential that you share the most important information first.
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How to Write a Press Release That Stands Out Read on to learn about these points and more for making your press release stand out among the crowd. But of course, there’s more to it than that. They told us that getting to the point with concise, helpful information is the most effective way to write a press release. We asked experts to share their recommendations for writing a release that gets results. To make sure that your press releases get seen, shared, and improve your corporate reputation, you’ll have to write a killer release.
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