6 Dos and Don’ts When Writing Press Releases
Press releases play a crucial role in ensuring a successful content and digital marketing strategy. However, they require a different writing approach than the one that you might apply to writing website content, social media posts, or blogs. Here is a round-up of six important dos and don’ts to keep in mind.
DO keep it concise
You should avoid ‘fluff’ at all costs when writing a great quality press release. The whole point of this type of content is to communicate important information. Including irrelevant details or background information can dilute the parts of the piece that matter most. The Guardian recommends aiming for a word count of 300-400.
DON’T forget to stay true to your brand
Most press releases feature a formal, educational tone. However, it is essential not to allow this to strip your brand of its personality. If you are struggling to find that delicate middle ground, it can help to consult with a digital marketing agency specializing in content writing, such as clickintelligence.co.
DO remember to optimize for SEO
These days, most people rely on the internet as their main source of news. As such, you can influence the reach of your press release significantly simply by including a few well-researched keywords. Take it one step further by submitting meta data (meta title, meta keywords, and a meta description) along with your press release.
Also be sure to include hyperlinks in the content to help generate website traffic or perhaps encourage readers to follow your brand on social media. Just be sure to confirm with publishers whether they allow for this.
DON’T write in the first person
Writing in the first person (using ‘I’ and ‘we’) automatically transforms the tone of a piece to something casual and chatty — which isn’t appropriate for a press release. Therefore, ensure that you always write in the third person (‘he’, ‘she’, ‘it’, ‘they’).
DO double-check your grammar
Press releases containing grammatical errors or spelling mistakes are likely to be rejected. If these issues go unnoticed and they are published, they can have an extremely negative impact on your company’s reputation. While there are online tools that can assist with grammar and spelling checks, it is always worthwhile to contact a proofreader if you want to be 100% certain that your work is ready for release.
DON’T forget to consult with experts
Including experts’ opinions or commentary in your press release can drastically enhance its credibility. It will also often boost your chances of several platforms agreeing to publish the content. While you can opt to paraphrase the input that you receive from experts or from the leaders within your business, it is always better to include direct quotes when writing press releases.
Ultimately, press release writing is an art form that takes time, patience, and practice. If you think that you won’t be able to do your business justice in this regard, do not hesitate to outsource your PR writing. There are several internet marketing agencies that offer attractive, affordable content writing packages that tick all of the boxes!