Press Release Writing: Hook, Line, and Sinker

Writing by Brick Marketing on Sunday, 28 of October , 2007 at 8:08 am

Does your press release writing stand out from the crowd? Does it grab your reader’s attention right from the first word? If not, you’ve got to ask the big question, “Why?”

It isn’t rocket science. But it isn’t ballroom dancing either. Press release writing is a craft and you must put a little extra thought into what you want your press releases to say about you and your company. There must be a hook connected to a link, and you’ve got to bag the fish.

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That may sound like a harsh analogy, but it’s true. You are fishing. Fishing for attention. But unlike the mousy hint drop that you sometimes hear from people fishing for compliments, this fishing trip involves you and the media that you want to run your story. Are you using the right bait?

Your press release hook must be something that catches the attention of the news person you are targeting. The title must grab them. Your lead paragraph must scream, “Read me!” And you’ve got to follow up every sentence with another that begs to be read. That’s your line. A line from the title of your press release all the way down to the closing word. And that’s your sinker. Does it get them to take action right now? If it doesn’t then it’s time for a rewrite.

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