Spending hours writing and sending press releases only to get mostly silence in return? Not even your local media outlets seem excited to run them? Get your press releases noticed using these simple tips:

Include a quote and a headshot photograph

Quotes and visuals (photographs, video, graphics) add life to news articles. Media outlets hope for at least one of each for every story. An easy, effective way to accomplish this with your press release is to add a short quote and at least one headshot photograph. The headshot should be of the person who gives the quote or, as an alternative, someone else named in the press release. Don’t bury the quote. It should be the second or third sentence. Make the quote meaningful; don’t just parrot text elsewhere in the press release.

Another reason the media like visuals is they help fill all of those pre-set spaces for images on their online page templates. If a headshot is unavailable, send an image of your company’s logo.

Group photos not a good option: While a favorite of employers, group photos are not widely used by the media because of their larger size. Two exceptions: Ribbon-cutting and ground-breaking ceremonies make for good visuals.

Enhance your efforts by including workplace photos/video

A quote and a headshot photo are the minimum you should include in your press release. Ideally, today’s media want you to help deliver a full multimedia experience. TV stations prefer their news anchors “talk over” clips of interesting video. Print publications love to package articles with photos and graphics. Increase the odds your press release is used by including multimedia content.

One easy way to do this is to include stock photographs/video from inside or outside of your workplace. Remember all of those images of “smiling Amazon boxes” that accompanied stories about the e-retailer? And if those images were never available? It’s a safe bet you would have seen fewer Amazon stories. Make sure your own stock workplace photos/video show your company’s sign or logo somewhere.

Get to the point; use headlines effectively

Reader/viewer attention spans are short so get straight to the point when writing a press release. Otherwise, your main message may never get seen. Editors’ time also is short. Some will reject press releases that require heavy editing. Make it easier on them – and yourself – by keeping it simple. Follow tried-and-true Journalism 101 writing guidelines like “the 5Ws” and the “inverted pyramid” to improve the odds your press release — and your most important messages — reach more people.

Here’s a basic writing format using the guidelines:

1. Use your first sentence or two to cover the 5Ws of who, what, when, where and why
2. Follow that with a quote
3. Continue the “inverted pyramid” format by adding information in descending order of priority. Also, ask yourself after each paragraph, “Could an editor easily cut the story here if space is limited?” If it’s a “yes”, you’re succeeding. If it’s “no”, you risk an editor losing interest

Add a concise headline. Use the headline to grab attention while staying true to the information in the article. If appropriate, localize the headline, i.e., “Advanced office technology now sold locally” or “Area CEO details trends in office automation” Add a subhead if more space is needed.

Add a concise headline. Use the headline to grab attention while staying true to the information in the article. If appropriate, localize the headline.

Broaden your reach using social media, newswires

Reach a wider audience by rolling out a companion social media campaign with posts that alert followers to the highlights of your press release. Add posts when information from the article is published by relevant media sources. Media directories and free or paid PR newswire services are other ways to reach more people. Lists of service providers are available on the internet.

Effective strategies to get your press releases noticed don’t need to be hard or costly. By using simple and direct wording, adding a quote and including a headshot photo you’ve improved your chances for success. Go further by including multimedia content. We’re here to help! Reach out for assistance with press releases, multimedia content and overall public relations strategy.

Digitech Systems Sales and Marketing