You’ve got to get a press release out. What do you do? For many, it means slapping together a lead sentence with some words like “groundbreaking” and “revolutionary,” a second-paragraph quote, a few statistics, and a paragraph or two about the organization.
But is that all press releases can or should be? According to Vanee’ Vines of the National Security Agency’s public relations office, and Christine Perkett of Perkett Public Relations, they can be much more. With a little work, you can even make them enjoyable to read, they contend.
For press releases with a little extra life, consider these guidelines:
1. Give readers a reason to care. When you’re writing a press release, ask yourself if what you’re writing is something you’d be interested in reading, Vines offers. Even when the topic seems a bit dry, you can make your releases relevant and useful by offering unusual angles or leads, she says. You could consider what your most passionate co-workers would think of the release. “Would the press release bore them to tears?” Vines asks.