Press releases remain a cornerstone of communication for organizations looking to capture attention in today's media-focused world. However, with the ever-evolving nature of media consumption, some traditional press release formatting rules have slipped into obscurity. By reviving and selectively applying these press release formatting rules, your content stands a better chance of catching the eye of journalists. Let's delve into these often-overlooked elements to elevate your next press release.
Quotes are essential in adding a human voice to your press releases. However, proper quotation attribution seems to be a mystery to many. The key is to place the attribution at the end of the quote, reinforcing credibility and smoothly guiding the reader through the narrative. For instance: "Press releases should engage as much as inform," adds John Smith, Chief Marketing Officer at ABC Corp.
In press releases, numbers and statistics buttress your claims and provide context to your story. For clarity, spell out numbers under ten and use numerals for ten and above. This approach enhances readability and maintains a professional tone, e.g., "three" vs "15".
Once upon a time, double-spacing was mandatory. It made text easier to read at a glance. While not essential anymore, using short paragraphs and bullet points improves readability. Consistency throughout your content maintains a polished appearance.
The soul of a successful press release is its newsworthiness. Align your messages with the interests of your audience — whether announcing a major hire, a successful fundraiser, or a community event. Relevance and timeliness are the twin pillars of effective press communication.
No press release is complete without proofreading for factual accuracy, spelling, and grammar. Engage feedback loops within your team to refine both content and strategy. Adopt resources like the AP Stylebook to ensure industry-standard formats and style guide compliance.
Pushing your press releases to the forefront of a journalist's stack is challenging but achievable by incorporating these refined nuances. By honoring tried-and-tested rules while adapting them to modern needs, your stories won't just be heard — they'll resonate.
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