A-Z of Press Release Writing for Marketing Success
4. Disclose the Who, What, Where and Why Answers
It is absolutely essential that your press release is understood by people. The story, the objective of the story, the quotes, and the need of the announcement must be clear to the reader. For this reason, your press release copy must answer the who, what, where, and why questions.
Drop a link to the company’s home page. If the press release contains crucial data be sure to cite sources.
You may even want to provide a reference link to that data source. Further, always mention the titles or designation of the person whose quote has been used in the press release.
One way in which you can test if you have been successful in drafting the perfect PR release is by testing it out. You can ask someone to read the Press release and request them to answer the following questions:
(a) What is the announcement/story?
(b) Why is there a need for this announcement?
(c) What does your company do?
(d) Why quotes of the executives have been included in the press release?
If the person is able to answer each question satisfactorily, then well done your job is done. The press release is ready to be sent! If not, then it’s time to create a new press release.
5. Offer Enough Background Information Behind the News
In the press release provide all the necessary background information so that becomes easy to get the whole picture. However, do not keep on extending the write-up and include unnecessary details.
It needs to be short and succinct. There is no need for a meaningless extension of the story.
Resist talking about details about the company that has nothing to do with the story. Include elements in the press release that you think will improve the narrative. This can be anything like your company’s unique approach to the completion of a project.
You may also mention the outcome of your actions in the coming years.
Different Types of Press Release
Following are the major types of a press release:
(b) Product upgrades
(c) Acquisitions and mergers