A public relations (PR) strategy is an integral part of any complete comms plan. For B2B tech and telecoms companies, successfully communicating your milestones and successes effectively with the media can help keep brands visible to their target audiences. This is even more important while physical in-person events are limited.
According to The Business Research Company, the global public relations market is expected to grow from $88.13 billion in 2020 to $97.13 billion in 2021 at a compound annual growth rate (CAGR) of 10.2%. Brands are therefore increasingly recognising the value of expert advice and assistance when executing their PR plan.
But if you don’t have a budget for external support, how do you write an effective PR that will generate coverage in the publications that your potential new clients are reading?
We’ve put together 5 top tips on how to draft an effective press release.
Tip 1: Use Templates
Every press release should contain a heading, subheading, place stamp and date, two to three paragraphs, and a quote and boilerplate for each party. Once you’ve created a basic template for PRs it will be easier to be structurally consistent.
You should always answer the who, what, why, when, where and how of the story. Answering these questions makes it easier for journalists to know why your story is relevant to them and why it’s important.
The aim is to draft the story so that it looks like news. Journalists are time constrained and value a well-crafted story that is easy to understand and makes its point clearly.
Tip 2: Leave the Heading and Subheading Until Last
It’s crucial to understand that the heading and subheading differ to each other. The heading should immediately tell the story drawing the reader in. According to Copyblogger, 8 out of 10 people only read the headline copy, whereas 2 out of 10 proceed to read the PR body. This highlights the need for an attention-grabbing headline. The subheading acts as the support system to clarify the news angle and entice the reader with further details.
Drafting the heading and subheading once the story has been crafted can help you ensure they are the most impactful.
Tip 3: Keep Sentences Short
PRs should be easy to understand and scan, so using simple language and short sentences where possible is key. It’s important that the reader can pick up the key points and messages of the story quickly. This will result in greater effectiveness and wider reach for your PRs.
Tip 4: Introduce Only One Point Per Paragraph
With press releases, the media should be able to cut off latter paragraphs, but still have it make sense with no editing. This is one reason why the most important information goes at the top. To make it easy to cut paragraphs, each should have its own point.
Tip 5: Make The Most Of Quotes
Quotes offer journalists an insight into your companies’ personal view or opinion on the story. They shouldn’t just repeat facts. They should add value and are an opportunity to relay a human perspective from a senior executive.
If you are looking for external support with your public relations, Ilex offers a borderless approach to global PR that helps brands increase their reach and recognition in the publications that their target audiences are reading. Get in touch for a free, no obligation consultation today.
