3 Ways to Make News Releases More Compelling

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Press releases can be an effective way to communicate your news to traditional and digital media professionals, potential or current customers, brand stakeholders and even competitors.

But how do you get yours to stand out from the thousands of press releases distributed daily? Here are three ways to get more attention for your news:

1. Provide an angle—not just the facts.

It’s not enough to deliver the who, when, where, why and how. Your press release must also convince the journalists and influencers you’re pitching—and their respective audiences—why they should care about your news. Tie your story to relevant trends or events, or an important issue that impacts your target audience. Your news stands a better chance of being covered if journalists and influencers can easily connect an angle to their readers and viewers.

2. Include a quote.

Adding a strong quote can make your press releases more interesting, break up longer passages of text and provide context for the news you’re reporting. “The quote is what humanizes the news, and provides a slice of story for the reader,” says Susan Payton, president of Egg Marketing & Communications.

Make sure your quote doesn’t simply restate what your news release is summarizing, but offers a fresh take on what your story means for your company, customers or community.

3. Link to visual content.

Today’s journalists and influencers crave rich media such as images, infographics and videos, because it better helps them attract and retain audiences. Since many people don’t like to receive email attachments, it’s important to establish a branded online newsroom where journalists and influencers can easily access and share your visual content. Offering a link to this content within your press release shows that your news has the makings of a complete story.

Want more tips on how to pitch the media? Check out Cision’s latest tip sheet, “10 Do’s and Don’ts of Media Pitching.”

Image: George Mutambuka (Creative Commons)

About Teresa Dankowski

Teresa Dankowski is a content marketing manager at Cision and covers best practices in marketing, PR and social media. She enjoys printmaking, wine, TV and dominating at rec league softball.

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