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by The Notified Team on Aug 19, 2024 12:50:04 PM
In our recent webinar with Michelle Garrett, key questions were identified to help public relations pros craft effective press releases. These questions are designed to refine the approach, clarify objectives and ensure messages resonate.
Here are the five essential questions to ask before writing a press release:
- Why are we doing this?
- What message are we trying to convey?
- Who are we trying to reach?
- What is our goal with this communication?
- What are the best ways to communicate this message?
Let’s explore each of these questions in more detail!
1. Why Are We Doing This?
Understanding the Purpose of the Press Release
This foundational step shapes how you craft your message and determines the direction of your communication.
Ask: Why are you issuing this press release? What is the primary goal of this press release? Are you looking to increase brand awareness, introduce a new product or respond to recent industry changes?
Knowing the "why" will guide your entire approach.
For instance - if your company has developed a groundbreaking green energy solution, your objective might be to position your brand as a leader in sustainability. In this case, the press release should focus on showcasing your innovative approach to environmental issues and attracting media coverage that highlights your commitment to green technologies.
2. What Message Are We Trying To Convey?
Clarity of Information
With a clear objective in mind, focus on the specific message you want to deliver. What's the key takeaway you want audiences to remember? Keep it concise and impactful. Your press release should be focused and convey your message. Avoid jargon and make sure the main points are easy to understand.
For example: If your press release is about a charity event, your message might be to inform the public about the event details, the cause it supports and how they can participate. Ensure this message is front and center in your release.
3. Who Are We Trying To Reach?
Identifying Your Target Audience
Not all audiences are created equal. Different audiences require different approaches and communication channels. Are you aiming to reach industry journalists, potential investors or directly engage with your customer base? Each group has distinct interests and needs, which will influence how you shape your message.
If you are trying to connect with the media, writing a press release is the right approach. But, if your objective is different, there are various other ways to communicate your organization's message, such as through social media posts, blog articles, or targeted email campaigns.
4. What Is the Goal with This Communication?
Defining Objectives
Clarifying your objectives is fundamental for crafting a press release that achieves its intended purpose. Are you aiming for widespread media coverage, driving traffic to your website or generating leads? Your communication goals will shape how you write your press release and how you measure its success.
For example: If your goal is to secure broad media coverage, focus on creating a newsworthy angle that highlights the most compelling aspects of your announcement. Your press release should present the information in a way that grabs media attention and appeals to journalists. Emphasize the significance of your news and its relevance to the public.
If it's generating leads, consider including a call to action that directs readers to a specific landing page where they can sign up for more information or a demo. Track how many people take this action via analytics/UTMs to measure the effectiveness of your release.
5. What Are the Best Ways To Communicate This Message?
Choosing the Right Method
While a press release is a valuable tool for reaching the media, it’s not always the only option. Depending on your message, audience and objectives, other methods might be more effective such as:
- Social Media Posts - Ideal for real-time updates and engaging directly with your audience.
- Blog Articles - Suitable for in-depth explanations and less urgent updates.
- Video Announcements - Effective for visually compelling messages or major events.
- Email Campaigns - Useful for directly reaching your audience with personalized updates and calls to action.
For major announcements, complement your press release with social media and targeted emails to maximize reach. For less urgent updates, a blog post or dedicated webpage might be more appropriate. Choose the method that best aligns with your communication goals and audience needs.
By taking the time to address these key questions before starting your press release, you’ll create a focused, impactful message that effectively reaches your intended audience through the best channels.
Watch the Webinar To Learn More Press Release Tips
A well-crafted press release can be the catalyst for a successful campaign, driving attention and engagement to where it matters most.
For more expert insights from Michelle, watch the full webinar on demand!
What Are the Best Press Release KPIs?
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