The science of writing a Press Release

We have all observed how PR Professionals are  always racking their heads while writing press releases and pitching them to the journalists.

As opposed to popular belief, writing a press release is not an art but rather science. Understanding the nuances of the written word and moulding it as per a brief that inculcates a brand’s core messaging and clearly states out the offerings whilst also keeping in mind the reader (stakeholders) tastes and preferences, is not an easy job! What does it take to crack the Press Release code? Or is there even one?

Find Out!

Let us consider an example: An announcement to be made by an online streaming platform regarding it’s upcoming new web series.

Crisp and precise

In today’s busy world, where everything is moving at a very fast pace, people prefer to read pieces which have important points listed out in a simple and impactful manner. As a result, your release must be concise, to the point and crisp! The ultimate goal of pitching the press release to the journalists and the audience is to generate curiosity.

H for headline and H for hook

The famous saying – First impression is the last impression, is very much related to the headline of any writing piece. One liner (headline) is the core part of a press release, which decides if:
a) the journalists will consider the press release news worthy   
b) the reader will further read the piece or not

As a result, it should have catchy or hook words which also tells people what the piece is all about in one line, rather than having a lengthy headline.

Do not reveal everything (Picture abhi baaki hai mere dost)

It is the surprise element which attracts the eyes of the audience. We all have seen how the trailers of movies or series do not reveal the whole story, but share only a part of it. The whole point of writing a press release is to entice the audience so that they are eager to know more about it.  Keeping in mind the above example, the press release should only talk about tip of the iceberg i.e., what does the story revolve around and not the twists and turns that come in the lives of the actors in the series.

Get ready with your pen and paper or word document on the laptop to write an impactful press release for the journalists and the audience.