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What makes an attention grabbing press release?

Is it length or lack of fluff?
At jag we are keen to support companies eager to get their name out there. So we thought for our second blog of 2011 we would give a few pointers on what makes a good release.
When we talk about crafting a release, we often just focus on the headline and avoiding those unforgivable spelling mistakes. But so many more ingredients are needed. Here are a couple:
Length is important – most journalists do not have time to read a long screed. If your release  is no longer than 2 pages and preferably only 1 … you will stand a better chance!

So, what can you do to make sure your release does not turn into War & Peace?

  • Focus on answering the most simple questions (the 5 W): who, what, when, where, why, and how. Make sure your release provides the answers before you begin writing, and then draft easy-to-read, short paragraphs. And make sure the release flows well.
  • You don’t have to give chapter and verse: our objective is to get the journalist’s attention so they contact you for more detailed information and an interview.
  • Cut out the fluff: when reading the release pretend someone you are critical of has written it … it will be amazing how much more exacting you will be.

If you would like more information or help – please do get in touch.

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