One critical success factor at the planning stage for an effective PR campaign is to identify your audience. Only by knowing the exact profile or persona of the customer or influencer with whom you are trying to connect, can you assess their habits, and identify which...
How to write a b2b news release that editors want to run
In order to write a b2b press release that editors want to run you need to understand how a press release can add value to your business as well as what editors are looking for. In this blog we give you all the information you need to write strong news material that editors want to publish.
Why is it important to issue press releases?
The purpose of a news release is to communicate to your target audiences that you are a dynamic force within your industry; that you are an attractive employer and business partner who adds value in all areas of operation.
How often should you issue you a news release?
You should issue a news release whenever you have something new to announce that will benefit your target audience and therefore will be something they want to read. We recommend releasing news at least once a month.
Where can you find news stories in your business?
News is quite simply everywhere! Every invoice you issue tells a story. News can be found in:
- New products/services
- Developments in existing products and services
- New contracts
- Client anniversaries
- New insight, research or analysis
- Local community activity
Find more ideas in our blog post here: 6 Content Topics to kickstart your media engagement.
A word of caution: unless your most recent recruit is a celebrated industry authority, new employee announcements are best done through internal comms and social media– they’re not news.
What makes a strong headline in a news release?
Headlines should be short, factual and arresting, signposting what the story is about. They should avoid technical jargon.
What tone and style should you use?
Your tone should be factual and business-like. Avoid flowery language and complex sentences. Always write with the audience in mind. At the end of every sentence or two, stop and ask yourself – why should the audience care about that statement – how does it interest or benefit them?
The first paragraph should say it all!
The golden rule is to write the first paragraph as a stand-alone. In years gone by, this meant that if an editor was short of space, they could edit from the bottom up. If all that was left was the first paragraph, this should stand alone as a summary of the story. Of course, the advent of online media means that space is not necessarily an issue, but people nowadays are busy, so if you don’t capture their interest fast, you will lose them.
How long should your news release be?
Stick to 600 words as a rule of thumb. They can be sometimes a little more and sometimes a little less. 600 meaty words is what you should be aiming for while keeping adjectives to a minimum.
Two to five paragraphs should follow the awesome first paragraph. These will evidence your opening statement covering who, what, why, where, and how. Write these with the view that they should be intelligible for, and interesting to, a non-specialist journalist who may be working across several sectors – this will ensure you do not disappear into a black hole of technical lingo.
How to capture quality customer comments in your press release
Once you have written the body of the release, turn paragraph two or three into a quote from a senior spokesperson, ideally a director or a customer. By doing so, you avoid bolting on a weak generic comment which says very little, if anything at all and makes him or her look slightly vacuous and dull!
How to command more space than your competitors
Providing high-quality images, an infographic or explainer video will all help you to dominate the page and squeeze out news from your competitors.
Use your news to increase your reach
Once you’re ready to send out your press release, go through it and add two backlinks. One to a credible source that evidences a fact in your article and another to a relevant credible item on your website. Ideally, make these trackable links using something like bit/ly.
A word of caution: don’t be surprised if some media outlets remove the backlinks.
At the end of the release, add contact details – not those of the sales office – editors actively dislike this; make sure the details are live and go directly to an individual – you don’t want to waste any interest that might be generated.
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READ this Tech PR case study: How 2i found its voice – 18 Benefits from a communication strategy
The ultimate guide to writing a B2B press release
Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.
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