How to write a press release? Clarify the context and cause and effect of events, and convey key points and benefits through titles
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This afternoon, I was invited to teach a course on “[Brand Marketing Media Public Relations] (https://events.panmedia.asia/events/e1811281208995001)” at Pan Science Academy. Before the course begins, let us briefly talk about how to write a press release to catch the public’s attention?
也许您曾听过「倒金字塔式结构」，但其实那只是一种写作技巧，最重要的关键是我们要优先让媒体理解：为什么这个事件值得被关注？ What is its relationship with the general public?
Whether you want to use a press release to promote products, announce important company personnel news, or announce a milestone, you must first clarify the context and cause and effect of the entire event before people can “understand it in seconds” (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605).
For example, I recently received a press release from Entrepreneur Brothers. The title read “Resource recycling in exchange for shopping gold! Entrepreneur Brothers and Pinecone Shopping join hands with Xinchuang ECOCO to help develop the circular economy and become the first wave of domestic alliances for public welfare e-commerce groups to comprehensively promote the positive circulation of the economy and environment.” In this seemingly lengthy title, fortunately, I quickly grasped a few keywords, such as circular economy, public welfare, e-commerce…
Pinecone Shopping, the e-commerce platforms of Entrepreneur Brothers (stock code: 8477), including its e-commerce platforms Life Market, Tasty Market, and its holding subsidiary B2B2C platform Pinecone Shopping, recognizes the positive cycle of sustainable management and hopes to continue to implement corporate social influence. Today (4), it announced its cooperation with the circular economy platform “ECOCO Circular Economy” (hereinafter referred to as ECOCO), becoming the first domestic charity e-commerce group to form an alliance.
To give another example, ITRI issued a press release yesterday (January 4) titled “ITRI and Southern Taiwan Industries Join Hands to Make a Big Attack: Technology Takes Root and Grounded, Industrial Innovation Becomes Strong.” The title only mentions Southern Taiwan, but it does not specifically mention the development of which industries are involved?
Taking advantage of the development advantages of southern Taiwan, ITRI went out to the Southern Innovation Park of the Ministry of Economic Affairs today (4th) to announce nearly 40 latest technological achievements, including the creation of artificially cultivated leather corals that look like their original habitat, and the portable UVC flowing water module that just won the Global Top 100 Technology R&D Award. It spans local features such as green energy, recycling sustainability, 3D printing, and micro-sensing, gathering the essence of southern Taiwan’s technological research and development.
It wasn’t until I read the first paragraph of the press release that I realized that ITRI has been deeply involved in green energy, recycling sustainability, 3D printing, micro-sensing and other industries in recent years. This time, it hopes to combine the outstanding technology manufacturers and talents in southern Taiwan to create nearly 40 kinds of latest research and development results.
Because modern people are generally busy and impatient, I would suggest that you put more effort into the title and the first paragraph, and try to reveal the key points and benefits you want to bring to the readers first. It is best to cite actual cases or highlight it with numbers and evidence to make it more convincing.
Apple requires their press releases to be written in an easy-to-understand way, so that children in fourth grade can understand them. I think this is a good reference guideline. It is recommended that you use less professional terms and express it in straightforward words.
If you send any Apple press release for readability testing, the most likely score you will get is a level that can be easily understood by an average student below the fourth grade. Any hint of jargon, clichés, or disturbing technical vocabulary will be removed during the editing process. If a “simple ordinary person” cannot understand our language, it is our failure. And we don’t accept failure. Steve. Jobs personally read and approved every press release the company issued.
If you want to write a good press release, in addition to learning some methods and principles, it is more important to practice hands-on. I think that as long as you can refer to the few principles mentioned in this article and do a lot of practice, I believe you should be able to write a press release that is easy to understand and acceptable!
★ Master “2016-2018 Taiwan Growth Hacker Annual Conference Essence Lazy Pack” in one hand!
★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: AbsolutVision
Further reading
- How to get your website content included in Google News?
- “Brand Marketing Media Public Relations Skills” course experience: Understand the media ecosystem and master the direction of community management
- Establishing good public relations starts with media communication and press release writing
