When your company makes big moves, earned media helps you get the word out beyond your own announcements. However, journalists and news outlets are choosy about the stories they tell. A thoughtfully crafted press release can help you attract their attention and establish your credibility.
These statements are different from regular marketing content. For one, they’re speaking to the media, not your customers. They must also show why your milestone is newsworthy, not just news. Professional press release writing services can help you ace this unique genre and increase the chances of the media picking up your story.
Start With a Newsworthy Angle, Not Just an Announcement
Your company probably already shares promotional content with your customers. These small updates raise awareness of your achievements, products, or services. For example, Fitness on Demand recently published a blog post about the launch of its new Recovery Station feature. While this is exciting news for users, it’s probably not relevant to people who aren’t fitness software enthusiasts.
By contrast, a truly newsworthy press release shows why your news matters beyond your own brand and customers. It may have broader implications for your industry or affect an entire community. Updates also qualify as newsworthy if they’re topical to current events or conversations.
Clutch, for instance, recently issued a press release announcing the results of its study on e-commerce scams. This research goes beyond their current clientele and would likely interest consumers and online retailers of all types. Due to its far-reaching relevance, major outlets like Yahoo! Finance Singapore circulated this announcement.
Of course, just because an update is newsworthy doesn’t mean journalists will automatically recognize that. Even the most high-quality press release writing service can’t guarantee media coverage. What it can do is position your content to appeal to media priorities and standards. This may involve quoting outside experts or explicitly connecting your news to a larger trend.
How Professional Writers Craft Headlines That Get Journalists to Open
Even journalists for small presses get a deluge of press releases and emails every day. A strong headline can make the difference between them clicking your release or skipping right past it.
A media-savvy writer creates compelling hooks that pique journalists’ interest. These headlines often include surprising statistics or immediately explain the impact of the news. This headline from American Girl is an excellent example: “Mattel Marks 40 Years of the American Girl® Brand, Celebrating Every Memory, Every Story, Every Girl.” The phrase “40 years” immediately signals newsworthiness to any journalist interested in toys and popular culture, while the repetition of “Every X” in the second half adds a punch to the header’s flow.
Nearly half (47%) of email recipients decide whether to open messages based on the subject line. Creating compelling headlines that tell a story increases open and response rates.
Matching Your Messaging to Media Expectations
Reporters and editors seek high-quality, objective content that speaks to wide audiences. Professional press release writing services go beyond basic templates by tailoring content for these media readers. They use genre-specific techniques, such as:
- Adding contact details for your spokespeople or media representatives.
- Creating boilerplate with critical context about your company
- Following AP style formatting
- Using the inverted pyramid structure, which puts the most essential information at the top
- Weaving in relevant keywords that journalists often search for, which may be different than what a regular customer would Google
- Writing in concise, direct language that’s engaging but objective
When your media savviness shines through every release, it builds your company’s credibility.
Protecting Your Brand Reputation Through Professional Press Release Writing
Any company can pay to publish press releases through wires, such as Business Wire and PR Newswire. However, you’ll need to be strategic to earn coverage from outlets beyond these platforms.
Clear messaging increases the chance your news will circulate across PR channels and social media. A professional press release writing service will help you express the impact of your news and use language that outlets can easily excerpt.
If your press release is especially timely or impactful, you may see media results within a few days. However, journalists sometimes pick up stories weeks or months later, so don’t get discouraged if you don’t get instant coverage.
Hiring Press Release Writing Services Protects Brand Reputation
As professional writers themselves, journalists have high standards for press releases. They also don’t appreciate it when businesses waste their time. If your press release has unclear messaging or exaggerates the truth, you may lose credibility. That makes media outlets less likely to cover your news in the future.
The best press release writing services create persuasive content without sacrificing journalistic integrity. For instance, instead of claiming that your new product line “revolutionizes the entire industry!”, explain why your innovation matters. Objectivity is everything.
Freelance Press Release Writers vs. Agencies: Which Is Right for You?
Hiring freelance writers is an affordable and flexible option. These experts work on an as-needed basis, so you only pay them when you need a press release. However, managing freelance writers can be time-consuming. Everything from hiring them to teaching them your brand guidelines falls on your shoulders.
On the other hand, agencies match you with vetted professionals. Press release writing services for B2B, for example, typically hire writers with industry experience who already understand all the jargon and may have media connections. However, agencies have more overhead than freelancers and often charge more.
Curated networks offer the best of both worlds. You can hire a press release writer with proven experience without the premium agency price tag. These networks may also handle administrative tasks, such as paying writers.
Press release writing service costs vary by industry, the writer’s experience level, and the turnaround time. At Freelance Writing, our rates start at $50 an hour, with writers charging anywhere from $100 to $500 for a standard release.
Ready to Get Your Announcement in Front of the Right Journalists?
A press release remains one of the best ways to reach journalists and get earned media coverage. However, do-it-yourself releases often lack credibility and proper framing.
Set yourself up for success by collaborating with proven experts who know the ins and outs of this tricky genre. Freelance Writing connects businesses with vetted press release writers who understand media psychology and excel at positioning announcements. You can hire creators for a one-off press release or partner with experts for ongoing retainers. We also handle administrative tasks, so you don’t need to worry about onboarding.
Get in touch today to learn more about how we can help you get more eyes on your announcements.
