Press releases are an important element to an organization’s communication strategy, yet companies often fail to put sufficient thought and effort into writing them,” says Adrian John Ignacio, head journalist of the rising PR agency Baden Bower.
Mastering the art of writing an effective press release is a must for any business. A well-conceived, well-written press release can help brands gain the exposure they need to establish credibility and trust with their target audience, increasing the conversion rate.
“Writing press releases to capture the attention of media outlets can be difficult because of the delicate balancing act between including compelling details and using an engaging tone,” says Ignacio.
While analysts debate the meticulous process of effectively writing a press release, many agree it’s a fine line to walk, which is why it’s easy for companies to keep making the same mistakes repeatedly.
Too Promotional
Businesses often fall into the trap of confusing press releases with advertisements. “Press releases cannot appear to be promotional. They must be newsworthy,” shares Ignacio.
He adds that companies must brainstorm how to tie their press releases with current events. Ignacio cites examples of tying up products and services with events like the coronavirus, the rising inflation rate, and the ongoing invasion of Russia as stories media outlets would consider newsworthy.
Using Unsuitable Angles
While content is king, a press release can’t just be about the information. Businesses need to craft it so that it can be turned into a story. “In press releases, everything is about the angle,” says Ignacio. “Editors don’t want to feature something that can be read on a website.”
Ignacio further says that the best PR agencies should be able to turn information into something editors want to feature and readers would be interested to read.
Forgetting the ‘Why’
Often, companies and PR agencies find themselves excited to write about the “what” of a story that they completely forget the “why,” which is the bigger story behind any news.
“This is a mistake as readers may not feel as excited as the company is about the information,” quips Ignacio.
He explains that PR agencies need to research the market, identify relevant information to the audience and track competitor news to help shape the story that editors and readers would find meaningful.
Baden Bower’s Approach
Baden Bower head journalist Adrian John Ignacio shares that good PR agencies should work with the brand to find stories and compelling angles.
“Most PR agencies often make the mistake of just getting the information they need to write a press release. It doesn’t work that way. There has to be a close collaboration with the brand to be able to communicate to the readers why a brand is worth their attention,” says Ignacio.
Ignacio further reminds PR companies that the advent of technology and social media gave rise to cluttered content. An agency must first find a remarkable angle, or nobody will ever know about the brand’s narrative. The most valuable PR firms are experts at story finding, which is the step before storytelling.
Content-savvy PR firms like Baden Bower should have a proven process for finding the most newsworthy hook to allow a brand’s narrative to stand out from the rest.
