Copywriting Press ReleasesThe purpose of a press release is to demonstrate the newsworthiness of a product, service, event, or person.
A press release is sent to editors and journalists to invoke them to include a story about what you’re offering, in their media channels. In Singapore these media channels include print, radio, television and numerous online avenues that give copywriters ample opportunity to publicize their writing.
Copywriting for a press release is quite different from writing promotional copy - both in content and in tone. The content of a press release is informative.
This means that copywriters have to stay away from blatantly promotional language, and simply highlight the informative aspects of whatever they are trying to promote. At the same time, you need to find your most newsworthy, unique, and interesting features to highlight.
The best way to do this is to identify a few points about your topic that make you or your brand unique. You may need to do a little bit of research on your market, so that you are able to identify what sets you apart from your competitors.
When writing the press release, make sure you highlight these points at the very beginning. However, keep your language non-promotional.
This means staying away from superlatives like ‘best’ and ‘fastest’ - it is better to provide facts and statistics that indicate how good or innovative you are, instead of self-promoting.
The format of a press release is very important, because editors and journalists are more likely to select press releases for publication if they follow the conventions of the media. Ideally, the press release should be written in such a way that it can be translated into an article easily. This means adhering to journalistic conventions such as keeping the main and most important points in the first paragraph, and ordering the points in order of importance. These conventions are particularly important in countries like Singapore where media channels are highly evolved and attract high engagement.
Copywriting a press release becomes more effective when you include catchy quotes from senior members of your organization, and interesting factoids that make your product or service stand out. Use the words ‘For Immediate Release’ or ‘For Release on [date]’ on the top of your press release to indicate when you would like the information to be released to the public.
In addition, use the name of the city that you are launching this brand, product, or service at the beginning - for example, start your press release with: “SINGAPORE - Zoom Motors is excited to launch our new line of family cars...”
When copywriting your press release, ensure that you do not use more words than necessary - keep the information succinct and readable, because editors receive several press releases every day.
To make the press release more enticing, use an interesting headline, avoid jargon, and use as many concrete facts as you can. Finally, include information at the end about whom to contact for more information. Ensure that there is a phone number and an email address.
Of course, every copywriter should proofread the press release thoroughly and check all facts before submitting it to the media.
Remember that media publicity is a great way to increase awareness of your brand. Following these tips will help copywriters write more effective and successful press releases that generate media interest and increase publicity.
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