How Do I Write Difficult Press Releases?

An effective press release is concise and objective.

Writing a press release requires an angle. In journalism, an angle gives a writer or reporter the focus for a story. Press releases on new products, a company launch or an existing service must provide information newsworthy to a publication's readers. Find an angle that will entice a journalist to write a story.

Timeliness Angle

Write with a timely "hook." Editors often print news on current events, trends or seasons. For instance, a press release about a wedding-gown company would probably get more attention in the summer wedding season before it would in the winter. Make the press release timely, even if it means waiting until the appropriate month or season.

Local Angle

Press releases with a local angle get more attention than generic stories that could run in a national newspaper. Tie news to the local community; for example, a press release about a new company's launch could elicit a story in a local paper if that company is offering discounts or promotions to city residents. A local angle can often get a national news story more press.

Leadership Angle

If there aren't local or timely hooks for the press release, a focus on company or industry leadership can provide an effective angle. Highlight a prominent member of the company or awards the company has received. Position the news in the context of leadership and innovation in the field; highlight what sets the company apart from competition. Exemplify how the company is different and why this difference matters to consumers.

Partnership Angle

A difficult press release can be easier to write if there is a partnership angle. Partnerships often get attention in the news -- especially when companies donate to charitable organizations or build relationships that will help clients, customers or consumers. For example, a fitness company that collaborates with a school nutrition program can produce a press release with an effective humanitarian angle.

References

• PRWeb: Choosing the Right News Angle for Your Press Release