Press Release Writing: Understanding What Readers Are Looking For

Writing by Brick Marketing on Wednesday, 13 of February , 2008 at 9:53 am

When you’re writing a press release, it’s essential to look at the ways in which that release is going to be used.

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In some cases, the press releases that you write will be used by media pros - folks who are looking for a story and an angle because they have an interest in a particular business sector, an interest in a company or a product or service. In other cases, the press releases that you write and send out are going to be used by new media pros - the bloggers who are looking for relevant, topical events to cover and the products and services that keep them buzzing. Finally, when it comes to press release writing, it’s essential to know that there are going to be end consumers reading your online press releases.

Each of these groups is looking for something completely different when they read your press release. The traditional media are looking for filler. Bloggers are looking for excitement. Consumers are looking for a product or service that will meet a need or help them to learn more about what your company can do for them.

Therefore, when you’re writing a press release, it’s essential to consider your readers; they will, on many levels, dictate the way that you write - the focus, your tone and the way you link them back to your website for more information. In other words, don’t simply allow yourself to get caught up in writing a press release to meet your own goals, focus on helping the readers to achieve their goals as well.

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