The Press Release as a Key Tool for Communication
The press release is vital for sharing a company’s story with the news media. However, it is often underutilized and ineffective. Despite its potential, the press release is frequently misused, with many failing to capture the attention of news editors.
The Problem with Press Releases
News editors receive hundreds of press releases daily, with most failing to meet the necessary standards. Editors often report that many press releases resemble advertisements rather than offering actual news. A press release filled with exaggerated claims about products and services, without providing any real news, will not stand out.
The Challenge of Gaining Positive Exposure
Out of the numerous press releases received, only a handful, at best, will result in media coverage. This means that thousands of opportunities for businesses to secure positive exposure are wasted daily due to poorly executed press releases.
What Makes a Press Release Effective
The key to an effective press release lies in its ability to deliver true news. A common flaw in many press releases is the absence of newsworthy content. Instead of focusing on promotional material, a successful press release highlights real stories that capture attention and engage the audience.
An Example of a Successful Press Release
A public relations firm recently received recognition for an award-winning press release in an international competition. This press release stood out by focusing on an interesting human story rather than merely promoting a business.
The press release was written to highlight a senior living community, but the community itself was not the primary focus. The story centered on a resident who was a World War II combat nurse and had valuable, historically significant photographs. The senior community was mentioned in the release because of its role in honoring the woman with a flag presentation, but the core of the story was the resident’s remarkable history.
The Impact of a Compelling Story
This approach proved successful, as the release led to substantial media coverage. The story was featured prominently in the local newspaper, complete with photos, and became the cover story for the Sunday local news section. The coverage resulted in increased interest from potential residents, illustrating the power of an engaging and human-centered story.
Tips for Writing Effective Press Releases
Businesses looking to write impactful press releases should consider whether there are individuals within the company or community who have personal stories that could resonate with the media. Additionally, unique uses of products or services by customers could provide compelling content for a press release.
Conclusion that News Stories are Interesting Stories
Ultimately, a press release should be built around a captivating story. Whether it’s a personal account or a unique use of a product, the key to success lies in offering news that engages and interests the audience.