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Recommendations For Writing Effective Media Releases: Capture Your Reader's Attention

By: Johnemman

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Clever internet marketers use press releases as one of their main tools for generating traffic. The aim of a information announcement is to bring out your story and the information to support it to journalists. Make sure you give them what they need to know, give them as much information in as little space as possible. A well-written media release follows a simple process like any good tool and is vital to getting journalists interested in putting your company's name in print.
It's vital to remember that a media release is not an advertisement for your company. Anything that reads like promotional material will be deleted straight away.
Before You Start
Before your start writing your press release you must be certain about a few things:
o What is the objective of your news announcement? Be clear about what you want to attain.
o Who is your audience? Understanding who you want to reach will help you create a press announcement that will attract the attention of your target audience.
o Do you have something newsworthy to say? If you are just sending out a media release for the sake of it, STOP. Media announcements that lack focus and aren't 'newsworthy' won't make it any further than the reporter's inbox. Only send a press announcement if you have something worth saying.
Once you've answered those questions you can start adding the first component to the recipe for a successful press release.
Getting the reader's attention
This is extremely important! Reporters usually decide in five seconds if a press announcement goes in the bin or not. If you don't grab their interest right away, they're gone. They make their judgement on whether your story is newsworthy or not by your headline.
Often the headline is the only thing on a release that gets read. If it's not attention grabbing, the press release generally takes a dive into the circular file. Readers and surfers react just as quickly. You have only a few seconds and the few words of a headline to hook them and reel them in.
So, the secret weapon to capture your reader's attention is a great headline.
The headline is the first thing your reader will see and will determine whether they carry on reading or move on to someone else's stuff so:
Make it strong, focused, unique - get creative
Use the headlines of the newspapers as a guide to writing successful headlines. They must tell the whole story in a simple, direct way, and answer the question "What is newsworthy in this page?"
Make sure your have an important keyphrase/keyword in your headline - optimize, optimize, optimize
Don't forget to put your brand or product name in the headline
Keep your headline short (approx. 20 words)
A wordy headline turns people off. Find a way to say what you want to say using as few of the power words as possible.
Make sure your headline ties in with your summary and press release otherwise you have wasted your time
Answer the 'What's in it for me?' question
As humans, we are all self-centered by nature. That doesn't mean we're selfish, just self-centered on "what's in it for us."
Polish and Perfect
Writing a great headline takes time. Write down several options before you choose the final one. That is what professional copywriters do. Take your time to craft your headline that will catch your reader's attention and compel them to read your entire article or copy. Don't write the headline and forget about it. Keep tweaking it until it's exactly the way you want it and will pull in dozens of readers.
Conclusion
While the headline should grab the reader's attention, it should never be false. If customers feel cheated they probably won't be back - and they'll certainly tell others about their experience. You can lose both customers and profit if you are persistently untruthful.
Remember your headline is your secret weapon, get this right, grab your reader's attention and you are well on your way to having your press release read.

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