Many believe the art of a press release is in the writing. I don’t agree.
It’s true that writing an effective press release requires some writing talent. And turning a press release into something more than just a logical series of sentences takes a finely tuned ear and a knack with words. So, yes, there is considerable art – in the loosest sense of that word possible – in the making of a powerful press release. But that’s not where the art of a press release is greatest.
That honor goes to the story itself. A good press release writer knows how to take events, accomplishments and non-news items and find a compelling story that will hold readers’ attentions and get them to take action. The art is in knowing how to frame a particular event to do the most good for a company’s marketing strategy – brand development, new business generation, SEO.
The art of a PR pro is a bit like what an oyster does with a grain of sand when it makes a pearl. Admittedly, some stories sell themselves but many others take a trained eye for finding what's compelling, powerful and effective in what otherwise might be viewed as mundane or commonplace.
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