What is your single biggest piece of advice for writing a press release?
We are about to launch our app and I have been tasked with writing the press release. I've done some research and will follow a proven template but was wondering, if there was one single piece of advice you could give what would it be? Either something we must do or something everyone does that we should refrain from. It is a consumer facing app.
Talk about the App in a way that's NEWSWORTHY or interesting to those you want to pick up the story.
You are writing the press release for reporters. That's your audience, because they will either re-share or turn it into a story on their own site... or completely ignore it. You want them to say "hey, this is about something that's trending right now" or "hey, this could be good for our readers because they value x or do y..."
The biggest mistake everyone makes is that they talk about themselves from the perspective that is most interesting to themselves.
Take it from Dale Carnegie - you will get more friends in two months by being interesting in others than you will be in 2 years just trying to be interesting / appear interesting.
Show your interest in their audiences by writing from the perspective of their desires, their interests, their fears, their concerns, and how your app solves for that, helps that, etc
oh, and one more thing... When I was a consultant helping PR Newswire (before they were acquired by Cision), I learned from them that adding photos really helped in naturally getting more exposure / getting numbers up. I understand that may require you to spend more... but if you have a photo that can help visualize the experience (again... that interests your audience and target... not you), you may have more chance of stopping them.
I couldn't agree more with Jon. If the press release is a puff piece about your app and how great you are, it will be quickly ignored like 99% of press releases. It should talk about a larger trend, of which your app is just an example.
For example, in the last year there have been lots of scams in the crypto-currency world. The Wall Street Journal did a study and found that 70% (don't remember the exact figure) of the ICO whitepapers were plagiarized and many didn't make any sense (they just strung tech buzzwords together to fool potential investors "blockchain", "big data" "ico" "crypto" "decentralized" "hashing").
If you have built an app to tackle this problem, say, "CryptoBull" that parses whitepapers and assigns a bullshit score, write about the larger trend and towards the end mention your app. If the piece is well researched, you've basically done all the work for the reporter and they can quickly produce a story and meet a deadline. They will also see you as an authority in the field and call you for quotes whenever they are covering the topic.
Because of our work in analytics and the interesting case studies we've published), Our consulting company, Conversion Wizards got a call from the New York Times to analyze traffic volume for Motel 6 after it emerged that they were sharing personal information of their guests (suspected to be illegal immigrants) with the authorities.