October 16th, 2009

How to Write a Press Release for Social Media

600 x 300

Web 2.0 ,with its range of different social media tools, offers great opportunities for companies to market and promote their brands, services, and events. However, sadly many organisations don’t really know how to write interesting press releases that will attract customers to their brand. Often they deliver boring and traditional press releases that don’t get much attention on the web. Yet, a press release that is fitted to the social web can be very successful.

Here are some tips on how to write a social media press release:

  1. Write in an informal way. The typical press is often written in a strict, formal way with a formal statement structure. These releases have no chance of survival in a social media community because they are boring and not suitable for the social media forum and the target audience. A press release not written specifically for social media may also be considered as spam and have a negative effect on your brand.
  2. Get their attention. It is very important that you have a strong title in your press release – a title that catches and holds a blogger’s attention. Your headline must get your readers to want to read the body of the press release. Make your title short, because you have only about two seconds to get your readers’ attention. It is also important that you put important key words in your title, to assist in the search engine optimisation of your press release.
  3. Use language that speaks to your audience. Write your press release in a sociable, appealing, and accessible language. Don’t use too many industry specific expressions, that are boring and that your readers don’t understand.
  4. Create value. The best way to create an interest about your message is make sure that it has some value for the readers. You want your audience to bookmark your release and send it to friends. One way to create value is to use a “how to” angle or to present insider industry information.
  5. Keep it brief and to the point. Structure your article so it can pass the scan test. Online readers will typically scan a release using its heading, subheading and captions before actually reading it – if it catches their interest. Use attention-grabbing words in your headlines and subheadings. Use pictures, graphics and captions, as well as bold and underlined text. This makes it easy to scan your article, while drawing the reader in to reading the whole article.

Here is a great Social Media Release template from SHIFT Communications you can download to help get you started.

Social Media