If you are in a business that requires you to have press releases there are some factors you must consider, in delivering value to your client. Every good press release is made, essentially keeping the objective or the role the press release would be serving. Thus, the content for writing a press releaseis determined most fundamentally by what it purports to achieve. In order to achieve the objective of making a press release you may want to discuss with your client and try to dig more into some or all of following areas.
- Determine the subject matter or substance for writing a press release.
- Whether the press release purports promoting a product, a service, an organization or an event?
- Decide on the form of media for press release whether web, print or both.
- Determine length and breadth of the press release.
- Ascertain the targeted audience.
- What is the angle or the standpoint behind the online press release?
- Is client keen on any information sources or materials to be used in the online press release?
The first and foremost audience or the stakeholder in any press release is the client. Therefore, online press releases may need a creative thinking and innovative ideas to pacify the client or the press release must be rewritten. If you are seasoned player in the public relations, it is very obvious for your corporate clients to assume that the writer understands the purpose and angle that the press release must address.
It is essential for you as Public Relations Officer to unriddle if the press release is going to several different publications or to the publications and editors of a more niche audience. In case of a press release for a targeted audience, you may include certain information geared towards that niche otherwise in case of a general audience try to give only the essential information.
If you are doing, an online press release for marketing or another PR organization the release must please both your direct and indirect client. Thus, you are expected to please your client and your client’s client as well. While on one hand you might be required to deliver extra creativity on one hand, the marketing or PR firm will handle almost all issues concerning the free press release. PR and marketing firms ordinarily have the feel and style for writing a press releasealready in place for a freelance writer.
Having understood the scope of press release and the targeted audience you need to start accumulating information from relevant sources and materials before commencing the writing. You may consult your clients in case they have any pre-sourced material.
Keeping the above information in mind, you should be in a position to set your angle in writing a press release.
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