“Creating a high-quality press release is perhaps the most vital part of your company’s PR strategy,” says Qamar Zaman, CEO of Submit Press Release 123 of Dallas, Texas. “Writing something that is relevant yet compelling, and that gives all of the important details about your event or product release while still being impressive enough to capture the attention of the reader is key to the success of your marketing campaign.”

An engaging, easy to read, yet informative press release has a greater purpose than to keep your industry and the media informed about recent developments in your business – it is designed to pique the journalist’s interest and hopefully persuade them to contact you in order to cover the topic in greater depth. Engineering a fantastic press release is often a step towards obtaining a TV interview or a special magazine feature that will give your company greater visibility in the marketplace and therefore access to a wider customer base.

Every day, news desks are swamped with pitches and potential stories, so finding a way to make your press release stand out from the crowd is key. Although the format for creating a press release is relatively basic, its content should be a lot more involved. Here, you can find some helpful tips to creating a press release that will put your company in the best possible light.

Attention Grabbing Headlines

In just the same way that a book, article or pamphlet should have a gripping headline to draw the reader in, so should your press release. The strength of your headline and the subject line in your promotional email plays a key role in pulling in a journalist who is on the lookout for a good story. A balance of accuracy and engaging content is essential.

Get to The Point

Journalists have a hectic schedule and may only read a tiny fraction of your press release before deciding whether or not it is worthy of coverage, so getting your message out quickly and effectively is essential. Address all of the important points within the first paragraph and then back it up with supporting information in the following paragraphs.

Facts and Figures

Don’t be tempted to be too colorful in your language or writing style – journalists want to see the hard facts and figures that will support your announcement. Back up anything you claim with evidence and quantify all of your arguments for the most compelling content.

Mind Your Grammar

It could not be more important to proofread your release before sending it out. Grammatical and spelling errors may deter journalists from taking your message seriously.

Add In Quotations

Quotes add a touch of flair and color to your content, giving an essential human element to your release as well as providing further information about your product.

Be Contactable

No matter how great your press release is, if you forget to add your contact details nobody can follow up your story. Provide a point of contact with a phone number or email address for journalists to call or message – in your header is probably the best place for this to be sited.

Keep it Brief

If your press release is too long it will deter reporters from reading it, so keep it brief. One page is ideal and will help you to condense down the key points into a short document that is easy and quick to read.

Point The Way to More Details

While you need to keep the press release itself brief, you can point journalists in the direction of further information should they require it. Adding links to your website will allow reporters to quickly and easily find out more without having to do any of their own research, something which they have neither the time nor the inclination to do.

By following these simple steps, you will find that you can create an engaging press release that will not only get your message across effectively, but which will pique the interest of reporters and potentially result in greater exposure for your business.

Read more: Tips for Composing a Press Release a Journalist Will Actually Want to Read