Do you have some information that you are looking to get out to the media? You have to keep some things in mind to make sure what you have to say gets attention and doesn’t get lost in the mass of daily press releases. A good copywriter knows that his or her story needs to be newsworthy in order to get attention. Use the following angles when writing a press release:
First, WHO does the story attract? The answer to that question should be the focus of the headline and first sentences of the press release.
For example, let’s say you are promoting a phone app that gives the weather report, and it has a feature that plays alerts with a sound describing the approaching weather – sound of rain, wind, etc. It’s a fairly typical kind of application. So to get attention, you would want to make the headline something like “How to Hear the Weather before It Gets Here!” This way, you’re not only targeting techies or people who are interested in the weather, because many people would want this question answered.
Next, ask yourself as a copywriter, what in my story outshines the hundreds of other stories coming across a reporter’s desk? Put extra creativity into this aspect of your story. Make sure it gets attention. Reporters and news editors don’t like gimmicky headlines and they know you’re not paying for ad space – so why should they publish your story? Make sure the reporter would want to read it, or else you won’t be getting any air time.
Then, consider where your story fits into the reporter’s world. A new product is rarely news, but does fit well into a consumer info segment. Address your press release accordingly. A new sports product might be best addressed to a sports editor. A music release should go to a music critic. Keep in mind stuff you just broadcast out into the world with no consideration tends to look like what it is – garbage.
It’s important to remember that with copywriting you are asking for people to give time when they probably wouldn’t choose to give it. One of the most frequently underemphasised parts of a press release is time and place. When! Where! This information needs to be frequently and in varying ways repeated.
Next, point out why the story is important. Use your creativity as a copywriter to focus on the type of person who would read your story and why they need to read it.