Storytelling When Creating a Press Release?

Creating a press release is not as straightforward as it looks. Far too many people dive in without enough knowledge, and without a strong enough central story. They try to tell the whole story of their business by writing the piece out in full, and then they wonder why journalists ignore what they send.

Story is important with any press release. Indeed, no such announcement can work without a strong core idea to interest the media, regardless of how well it is written. Sadly, people tend to assume that the correct way to go about the process is to simply tell them about their latest releases and figures. The media is not interested in your business. It is certainly not interested in giving away publicity with nothing in return. Instead, it is interested in finding something that will catch and hold the attention its readers.

So how do you work a great story into your press release?

You start with a headline, and not just any headline. It has to be sufficiently attention grabbing to drag a journalist away from whatever else is in their in-box, sufficiently intriguing that they then read on, and it must convey the core of the story sufficiently well that they can begin to see in the first seconds just how much their readers might like the idea.

What you don't do then is write the story. That isn't your job. Your job is to show that there could be a story there, if the journalist wanted to write it. Your job is to provide an outline of the main points of the story, and to back it up with some interesting facts in note form. You can include quotes from yourself at that point, and you should have already provided a way to get in contact.

Most of the time, the story isn't even about you. Since the whole point of trying to get publicity in this way is that people haven't heard of you or your business, you simply aren't newsworthy enough. The trick is to find ways to connect yourself to things that are. You might be doing something to coincide with a particular event, or dealing with the fallout of something that has been mentioned in the news. You might even just be in a position to comment on some new trend.

In the event that you do connect to something very time specific, remember to amend your release to show that. Most will have the words 'Media Release: for immediate release' in a prominent spot at the top, but if your release is linked to a particular holiday or anniversary, you need to say so there. Make life easy for the people who read what you have written, and they will be more inclined to work with you.

If you take nothing else away from this, take this: press releases aren't about you. They are about a story that might just catch the attention of a journalist's readers, and that is what brings the attention back to your business. Remember that, and you'll find yourself creating a press release that gets plenty of attention.

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