Understanding What’s Important in a Press Release

Public relations is all about connections, but some people struggle to understand what to put into a press release in order to connect with their audience. In this article, Ronn Torossian, CEO of 5WPR, offers 3 tips for how to connect with your audience, and craft a press release that will get noticed and followed up on.

Connection

Is your content connective, or just a bunch of semi-relevant facts spewed into a release? When people read it, will they care more, or less about the topic of your content? Be honest. If your delivery isn’t good, hire a professional to polish it up for you. Don’t cut corners here. People will either be drawn closer to your brand, or pushed further away by your content. Which do you prefer?

Relevance

Does your content matter to the readers, viewers, or listeners of that publication, or production? Seriously, does it matter? It is the kind of thing those people want to know about? Would it interest them? This is what the editor, or producer cares about. Not whether or not the content matters to you. Of COURSE it matters to you. But does it matter to them??? Answering this question will help you identify which facts, and information you should leave in, and which should be taken out of, your press release.

Information

One of the most frustrating things for any reporter or editor to deal with is interesting content with no way to connect. Either the submitter forgets to add a contact point, or doesn’t include that information in the story for the readers or listeners. It happens more often than you might think. People get too worked up about the content, and forget the most important piece – what people can do with that information.

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