4 Key Elements of Press Release Writing
Writing by Nick Stamoulis on Thursday, February 7, 2008 Leave a comment
Press release writing takes a slightly different set of skills than news writing, marketing and blogging, but there are some elements in which it mirrors copywriting in many forms:
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(Source)ACCA — Awareness, Comprehension, Conviction, Action. This is similar to AIDA, but Comprehension stresses the importance of clarity and understanding, which is vital for any persuasive message. Also, Conviction is much stronger than Desire. It suggests certainty.
When you are writing a press release, your key goal is to create awareness for the product, service or event that you are announcing; awareness, therefore, is a pretty straightforward element when it comes to press release writing.
Comprehension is important on two levels. First, you need to understand why you are writing the press release because that will help to guide you to state your message clearly. More importantly, you’ll find that your comprehension of the subject matter of your press release helps you to write in a way that keeps the details clear for the readers as well.
The reason why conviction is a necessary element when it comes to press release writing falls along a similar line in advertising of create need, not just want.
Finally, have a sense of the action that you want readers to take after reading your press release. Sure, on one hand it’s to develop an interest in the product, service or event that you are announcing, but specifically: are you simply writing a press release to focus on getting someone else to tell your story or is your goal to get them clicking a link to your website to learn more?
When you keep each of these 4 elements in mind, the press releases that you write for online distribution will better accomplish your goals.
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