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When it comes to preparing a press release: Learning how to do a press release online is important. It is important to follow some fundamental rules. You don’t want to waste your time and efforts in writing copy that won’t attract your target audience. Here you will find a comprehensive check list on what to think about and include when it comes to your press release.

How To Do A Press Release Online

Your Guide: How To Do A Press Release Online

When writing a press release it is very important to apply some tips to maximise your efforts. Firstly; it is important to understand what a press release is, and how it can benefit your business. Then you need to work out your objectives, your target audience, and the angle of your press release. This article will give you the fundamentals you’ll need when creating an engaging press release online.

How To Start A Press Release

When it comes to your press release, you will need to plan your time and your efforts. Knowing how to start a press release is vital to the success of your new product launch or business venture. There are a few questions you should ask yourself first:

1. Is your story news worthy? You may think so, but will your target audience?
2. Is there something unusual or unexpected in your press release? Will it attract new and existing customers?
3. Will it attract the attention of anyone outside of your business?
4. Does anyone actually care?

The last question is very important. Although it sounds harsh; but it is worth the consideration. When you come to plan your press release it is important to be able to identify your objectives and plan a strategy to maximise it’s potential impact on your target audience.

A good tip: If you are not sure about your press releases’ newsworthiness; follow the publications in which you wish to receive coverage, and check out the competition. What are they offering? What angle are they covering? How did it make you feel? What effect did the stories have?

The digital boom has taken ahold online, and learning how to do a press release online is more important than ever. Online audiences are very different to off-line audiences, as they are becoming more and more specific, targeted and fussy! Understanding your audiences needs, wants and wishes will help you establish a great online strategy when it comes to promoting your press release.

Press release Headline Examples

When it comes to press releases; you have one chance to impress your target audience. A killer headline will catch your audience’s attention in nano seconds. Here is a list of my handy press release headline examples:

1. This September, the Apple Music Festival will illuminate London with ten nights of spectacular performances. 
2. Vitamin D-fortified mushrooms to keep you healthy during the dark winter months. 
3. Sainsbury’s to double number of groceries click and collect sites
4. Royal Bank Of Scotland Revives Natwest Markets as it removes its names from investment bank
5. Judge Dismisses Starbucks Suit, Says Even Kids Would Get This
6. Samsung washing machines are now exploding too
7. AA Buys the UK’s biggest driving school BSM, for just £1

With the examples above; you can decipher the press releases by the firm; or outside news agencies which cover the story. Either way; when a small business has a new service, product or company news to share; when it comes to writing a catchy headline for a press release; it is important to know exactly what impact or angle you wish to cover! A catchy headline will grab much wanted attention. Whereas; a boring one, will not!

Content of A Press Release

When it comes to writing a press release it is important to include some vital elements. Remember; you only have once chance to stand out! Your reader wants as much information in as few words as possible. A general rule of thumb: Keep your headline to 20 words or less. Make sure that within the headline and the first two sentences, your press release includes the following:

• Who- who/what is your press release about
• What- what is your press release about/what has happened/what does it do or solve?
• Where- where is the location/service, product or news to share
• When-when it it happening? Why is this important to know?
• Why-why should your service/product or news important to share. Include your why!
• How- how has it come about? How is it important? How to use it?

This is a simple list. So- when it comes to writing your news press release, whether you are promoting a service or product, it is important to include as much information as possible.

Lets looks at Number 1 Headline

“This September, the Apple Music Festival will illuminate London with ten nights of spectacular performances.”

1. Who- Apple Music
2. What-Festival
3. Where-London
4. When-September
5. Why-spectacular performances
6. How-10 nights of spectacular performances. 

Lets look at Number 2 Headline:

“Mushrooms enriched with Vitamin D to help keep you healthy during the darker winter months”.

• Who/What- Mushrooms
• What-what, enriched with vitamin D
• Where/When- during, darker winter months
• Why-to help keep you healthy
• How-enriched with vitamin D

These headlines informs its readers exactly what the news story is about- and all before they have read the first paragraph. Tesco’s are promoting their range of mushrooms. So, to help them sell them, they have released a press release on the benefits of eating mushrooms- the Vitamin D, which is a much needed nutrient in the winter months.

Apple music is promoting it’s festival’s event in London during the month of September. These are two very different headlines, but they both portray the same amount of information in as few words. The reader knows exactly what they are about to read; and are more likely to continue with the news article within the press release.

So, when it comes to your own business, it is important to be able to identify what angle you will write about, and sell it in as few words as possible!

Read more: Blogger's FAQ Answered: All About Making Money & Traffic

How to determine the angle of the press release

When it comes to choosing the angle of your press release; it is important to write for your intended audience. If you write a press release for a niche magazine, remember; the audience may be very different to that of your local newspaper! What does your target audience already know about your business? What information should you include or exclude from your press release?

A general rule of thumb: The first paragraph, should be no more than two sentences of approximately 50 words. Explain yourself here in as much detail as possible. The first paragraph is intended to give a bit more information than the  title itself does! The title’s main purpose is to entice the reader to continue to read. The first paragraph is to give them exactly the information they need as they have shown the initial interest in your news story. The rest of the article, should explain in more detail what it is you are offering and why it is important for them to know!

A well written news article could be the difference between flopping and being successful with a new product launch- so make it count! Plan your article to include as much detail as possible, but try to be concise, factual and consistent.

Other Press Release Content

When it comes to your press release; you could consider other media elements such as pictures and interviews. These can be a valuable addition to your news piece. Sometimes; a catchy picture or a quote from a relevant person or key member of your company can impact your press release campaign immensely.

Press Release Check List

Here is a break down of the things to include/consider. 

1. Is your story newsworthy? What angle are you going to cover?
2. Who is your target audience? Where is your target audience?
3. Write a catchy headline, covering the who, what, where, when and why elements.
4. Write a catchy first paragraph- short and snappy.
5. Write three other paragraphs containing more information.
6. In your last paragraph include contact details, promotion details etc
7. Include rich media: pictures and interviews
8. Include a call to action
9. Submit your press release to relevant sites/places online
10. Get support from freelance/journalists or news agencies to promote your news story.

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