A press release is the foundation of a successful brand campaign that follows a message. It applies to any brand, whether a startup or a long-running company. With the many changes in digital marketing, a press release still holds credibility compared to newer methods. However, there are challenges in writing a press release. If not written in the intended language, it can lose credibility to your brand. Therefore you should write with the best output with little to no revisions.
Why should you know the challenges of writing a press release? Writing a press release lets you know the best practices to make a compelling message. It includes context and brings the brand a good image, resulting in more interest. When you write a press release, consider these possibilities to challenge your writing skills.
Lack of Focus
The press release should answer the 5Ws: who, what, when, where, and why. The press release must answer the question to respond to the intended audience. In addition, it is costly to write a press release. You should consider the press releases price if you want all questions answered. Focus on the important aspects while also addressing the topic. Once you find the proper angle to focus your press release, it will make rounds from your audience and beyond.
A single grammar mistake can change the overall message and tone of your press release. Once you have the general information ready, look for any typos, commas, or missing tenses to fill in. Revise as necessary as possible until you get the best output.
For example, it is a must to write press releases in an active voice. Therefore, all tenses should be in the present tense. You can include the past tense if there is vital information provided by the company or client. Follow the same steps in any client or brand press release you are writing for.
Too Many Links
These days, links are essential to bringing views to the brand’s website. However, too many links in the press release lessen the likelihood of clicking. Do not place links in the body content of the press release. It makes the press release look unfinished. Links should be at the end of the press release so journalists and influencers can refer easily.
No Available Visuals
Press releases should include supporting visuals along with the content. It makes the content more engaging and shows a brand’s visual identity. Examples of visual content include images and .gif files. You may include videos, but it is not the main practice. Adding visuals enhances the press release’s message beyond the written content.
Keep in mind that the visuals should not overshadow the content itself. People still need to read the press release to understand the context.
There are varying lengths of an effective press release. Depending on the company or client, it can be long or short, depending on the information given. When writing a press release, do not go beyond one page. It can be as short as 300 to 500 words, but it can go longer. If it is too long, the audience will lose interest. Write in a concise approach, where all content is clear and easy to understand.
There are many challenges in writing a press release for any brand or company. It is important to consider the content’s length, grammar, and focus. If there are grammatical errors, correct them until none are present. Links should be minimum and placed at the end of the press release for easy referral. For better engagement, include visuals so more people can share the content. Ultimately, writing a press release takes time and effort to spread word of a brand.
Edwin Deponte is a motivational writer who is also passionate about anything digital and social media marketing-related. Lately, he has ventured into writing more about press releases and how they can help brands gain more exposure digitally. On his free days, he spends his time indulging in digital and social media marketing books.