What’s More Difficult Than Writing a Press Release?

Richardson, US, 05/22/2015 / SubmitMyPR /

Believe it or not, there are things that are more difficult than writing a press release in this day and age. What, you may ask? Selling it. How do you sell it (and not in the literal sense)? Make sure it is an effective one. What’s “effective” may be in the eye of the beholder, but because press releases serve a general purpose of garnering attention from the press, it is safe to say that those that don’t do so simply…well…fail.

For instance, say you are in the business of selling ice cream (something on my mind right now), and your company just created the holy grail of all flavors. All others that have come before it pale in comparison. If you waste ink and paper space (in the figurative sense since you’re probably using a computer or something in the gadget family) discussing the ingredients and reiterating the fact that it tastes so good, the release will likely be ineffective. Why, because you don’t have to ever state the obvious.

This is where many fail in press release writing. Because it is mandatory to “stick to the facts” some fear going into salesman territory and stay in the safe zones that leave too much unanswered. What journalists and other members of your target audience want to know is what makes your product, service, company, or idea relevant? Where’s the zing? What makes it a newsworthy item of discussion?

When it comes to ice cream, everyone I know already likes it. The question you can answer for them is what experience can your new flavor provide that would ever lead them to betray their favorite? What’s its backstory, how did it come to be created? Give people things like history to help build that ever so needed connection.

So now that you know a little bit more about how to make a press release “effective,” go now and start selling!

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