11 Tips for Writing a Killer Press Release

11 Tips for Writing a Killer Press Release

Let’s say you’ve just partnered with a new wellness supplier and want to get the word out about several unique packages to some really off-the-chart spa resorts. While much of your marketing strategy will be built around various social media platforms, don’t overlook the value of the traditional press release. If written and handled correctly, the tool will help you grow your business while establishing yourself as an expert with journalists and bloggers around the world. Sound good? Let’s get started with these 11 tips (in no specific order) …

1. Ask yourself why. Reporters (and their readers) aren’t interested in your new partnership or litany of luxurious spas, but they may care about the health-related benefits. So, rather than being tempted to focus on selling your new packages, lead with a few facts about the benefits of a wellness vacation – or even tips on how to stay healthy on vacation. Your offers still can be included later in the release, but as examples and resources only.
2. Know your audience. First decide whom you’re trying to reach. For wellness, you’re probably not going after the family market, so forget magazines like Parents or Family Fun. For newspapers, don’t send your story to the publisher, managing editor or news editor. Instead, drill down to find the travel, features or health editor, depending on the size of the news outlet.
3. Keep it short. You’ve got a lot to share about these new spa resorts, so you’re ready to write a two-pager. Save yourself some time and keep the release between 400 and 500 words. The same goes for headlines. While experts may debate the length, there is no magic number of characters (is 80 enough? Is 150 too many?). The key is making your headline punchy and powerful with the most important words within the first few. Journalists get dozens if not hundreds of press releases a day. If your headline doesn’t catch their attention, there’s a good chance your release gets deleted.
4. Just the facts. Expanding on #3, leave the super-duper adjectives and verbosity for your personal journaling. Instead, focus on the facts rather than intricate descriptions. A carefully selected photo speaks volumes as do links to videos and other multi-media depictions.
5. Proofread. Sounds simple, but sadly it’s a step that’s often overlooked. Make sure to read your press release several times and have a friend* who’s not in the business review it for clarity and other mistakes. And finally, when you think you’re done, review it again reading backwards. (*Make sure you choose a friend who’s a capable writer and will catch the errors you’ve missed.)
6. The internet is your friend. What? Just like your clients may use it as a research tool, you can do the same to find sample press releases, lists of outlets and corresponding reporters and bloggers, wire services for distribution purposes – even headline help like https://tweakyourbiz.com/title-generator. If nothing else, it may get your creative juices flowing. And when it comes to search engine optimization, use it to learn the importance of “keywords” in your press release.
7. Introduce yourself (but at the end). Close your press release with your “boilerplate” paragraph of who you are. It’s a staple that even well-known brands use. Think of it as your “About Us” page on your website, although shorter. Don’t forget to include your contact information. And if you are certified or hold any industry designations, be sure to include them.
8. Don’t go it alone. There are several online services that connect journalists with expert sources (that’s you). Most are free and provide story/interview requests via email several times a day. Check out sources like HARO (Help a Reporter Out).
9. Don’t send attachments. That is unless you know the journalist. Attachments often trigger spam so instead, paste your release into the body of the email. This also helps someone on a mobile device scroll and read it quickly.
10. Don’t ask. If you are interviewed for a story, don’t ask to review it before publication. Most journalists consider this a no-no. Do your homework and practice in advance so that your remarks are more likely to be included and less chance of being misunderstood and misquoted. Jot down your key messages and have them next to you during the interview.
11. Follow up. You contact your clients when they return from a major trip, right? The same applies to media relations. If you’re quoted in a story, email the reporter and thank her for the opportunity to be included in the coverage. Following up is even more critical if you didn’t make the story – but of course in a positive way. Express your interest in the coverage and offer your expertise for future articles. Maybe even suggest a different angle or related trend for another story.

Enroll today in The Travel Institute’s Certified Travel Associate (CTA) program for more business writing tools and tips.