All About Story: How To Identify a Strong Press Release Angle

by The Notified Team on Oct 23, 2024 2:26:34 PM

A strong story isn’t just about what you have to say; it’s also about what your audience cares about.

When writing a press release, it’s easy to get caught up in just describing features and other details. But reporters and readers don’t just care about the “what”—they also want the “why” and “how.”

In our recent webinar, Ann Wylie, President of Wylie Communications, shared a couple of top tips on how to write releases that engage both audiences and reporters, with tricks for writing like a journalist.

Keep reading to learn more!

Shift the Focus of Your Press Release: From Features to Benefits

When you use adjectives, you’re talking about yourself or your product. But when you use verbs, you’re talking about your reader - about what they can do or how their life will improve.

This shift in focus is key to crafting a press release that resonates.

Consider the traditional lede:

For example: "Community Transport Corporation today announced that it will build a new $24 million bridge at the Lake of the Ozarks."

While this is factual, it's all about the features - who is building it, what they're building and where. There's only one verb, "build," and it's about what the company will do - not how it will impact the reader.

Now, let’s reframe it by focusing on the reader’s benefit:

"The 2,000 commuters who now spend an hour each day driving from Sunrise Beach to Osage Beach will soon be able to make the trip in 15 minutes, thanks to a new $24 million bridge that Community Transport Corporation will build this summer."

Now, the story isn’t just about a bridge - it’s about saving time and making life easier for thousands of commuters. This angle is far more compelling because it directly addresses a problem that many people face daily.

Lead With the Benefit, Then Substantiate Your Press Release With Features

Your press release shouldn’t ignore features entirely; it’s important to use them to back up the benefits you’re offering.

By the time readers get to the lede, they’ve already seen your headline and your deck (the one-sentence summary under the headline). They already know the basics. Your job is to keep them interested by showing them why they should care.

Consider the difference between these two approaches:

Old approach: Community Transport Corporation will build a new $24 million bridge this summer.

New approach: Commuters will cut their travel time by 75% thanks to a new $24 million bridge by Community Transport Corporation.

In the old approach, you’re leading with the feature and then essentially repeating yourself. In the new approach, you’re leading with the benefit, making your story more engaging and relevant.

At the end of the day, writing a successful press release isn’t just about sharing information; it’s about telling a story that matters.

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