Quels sont les moyens les plus efficaces de faire en sorte que votre communiqué de presse se démarque sur un marché encombré ?

A press release headline should pass the “who cares” test. Why does this announcement matter? What is the benefit to the target audience? What problem is this announcement solving? And to be blunt, will this headline get audiences to click on a reporter’s coverage of your story? Pro tip: use an AI headline generation tool to save time, find a balance between catchy and credible language, activate your key words, and boost your SEO and CTR. Some headline generation tools allow you to preview your headline in Google Search to make sure it doesn’t get cut off in search results. However, be aware Google will be changing how they do search, so make sure you continue to create solid people-first content (vs. click bait), including your headlines.

As newsrooms have continued to shrink, reporters' and editors' time is more limited than ever. Your #1 tip is to make their jobs easier: 1) Give them a succinct headline. Get straight to the point of the story. 2) Write in AP style. Pay close attention to your grammar. Make it easy for them to copy/paste your release. 3) Include quotes/data/photos to your story. Don't make them have to dig for anything. 4) Make it easy for them to contact you for more info. Include easy-to-find media contact info, and then respond promptly to respect their deadlines. You'll substantially increase your likelihood of getting published by building ongoing relationships w/ reporters. Start by showing them you want to help make their jobs/lives easier.

É preciso, acima de tudo, se colocar no papel do jornalista. Antes de fazer um press release, temos que ter clareza de qual é a história que queremos contar e qual o público buscamos atingir. Só assim é possível construir uma narrativa forte, que vai atrair a atenção do jornalista porque é justamente o que o público dele busca ler.

Sinto muito falta de press releases que vão direto ao ponto: sujeito, verbo, complemento. Leve em consideração que o jornalista recebe centenas de comunicados assim todo dia. Ao bater o olho no release, a primeira pergunta que me faço é por que seria interessante tratar daquele tema no meu veículo.

Well, the headline is everything: The email subject. The snippet on Google, Bing or social media. In most impressions of a story, that's all the reader ever sees. If it's an exclusive pitch to a media, the journalist must be able to see the story solely from reading the headline (because it competes against 100s of other great headlines) And if it's a broad release it should conquer the attention of the target audience when reposted by news aggregators. The headline deserves just as much time & effort as all the rest of the text in a press release. Make sure it's the absolutely best headline you and your team can come up with, else the rest of your release may be a wasted effort.

Mettez-vous dans la peau du lecteur. L'écueil est d'agir dans une logique d'émetteur et pas de récepteur. Soyez concis, impactant, allez à l'essentiel, faites gagner du temps aux journalistes.

When journalists receive hundreds of press releases a day, yours need to have a concise intro to capture their attention. Often your media contact will have to persuade their own newsdesk or editor of the value of your story, so it's vital the lead or opening para presents this in a way that will have resonance to the media outlet audience.

Have something truly interesting, unique, and newsworthy to say. Otherwise, don't issue a press release. Write a lead that captures attention from the opening words. Why should anyone care about the news you're sharing? Why is it important to a specific audience? What implications does the news have?

At the other end of a press release might be a journalist — probably an intern/trainee — scanning a news wire ticker (yep, still!) at lightning speed. They have no time to marvel at your creativity. Say it directly in the first two sentences. Everything else comes later. Now, go back and ask again if you are only putting out a press release to check a box and get it over with? Just as most meetings can be an email, most press releases can be a LinkedIn post (or wherever it is that your audience hangs out online).

It’s imperative that your press release is timely and unique. Are there any recent stats from a credible organization you can use to support the “why” for your press release? It will also increase the chances a journalist uses your announcement in an upcoming news story.

To improve your use of the inverted pyramid in copywriting, make sure you clearly identify crucial points, prioritize information by importance, use an impactful writing style from the outset, answer essential questions quickly, adopt clear, concise language, incorporate visual elements to make reading easier, ensure the ongoing relevance of each section, test your approach with the target audience, adapt the structure to suit the context, and maintain a continuous optimization process based on feedback and performance. By following these tips, you can make your communication more impactful and immediately captivating.

The inverted pyramid has been taught for decades but recent studies have shown that this format generates less interest and retension. Some communicators are now advocating for a more narrative approach, which taps into humans' hardwired response to stories.

Crear comunicados contundentes, libres de texto de relleno que haga que los medios pierdan en interés en la nota. Aportar datos relevantes que logren posicionar el tema en la agenda mediática y coyuntural.

Habría que revisar con el cliente y hacerle entender que no todo en su negocio es relevante de ser compartido. Se debe brindar al lector la oportunidad de "quedarse con dudas" y que el comunicado sea una herramienta para captar clientes.

Este método es el desde, sirve pero se deben agregar elementos atractivos para el tipo de público objetivo, los que provoquen seguir leyendo para tener más información del tema

Nem todo release exige uma chamada para ação. Mas caso haja necessidade, ao final do texto pode ser acrescentado uma área (normalmente chamada de serviço) com os principais links e informações que oriente o leitor acessar um site, fazer uma inscrição, entrar em contato, entre outras ações.

Esto también depende del tema tratado y del medio donde su pública, el llamado a la acción muchas veces funciona mejor en redes sociales que en medios tradicionales

Tailoring your message to meet the three basic purposes of communication is important. Ensure your press release educates your target audience. Also, ensure it informs

Creo que el elemento audiovisual te cuenta mas cosas que el texto y, definitivamente, te detiene en la navegación. Si hay además un buen titular, te llevará a una lectura final del contenido.

Já recebi muitos releases nesta vida de jornalista. Sem sombra de dúvida, aqueles que trazem imagens de qualidade se sobressaem porque o assunto acaba ficando mais visual. Isso é particularmente interessante ao entrar em contato com redações de TV ou digital. Não é preciso anexar imagens gigantes ao email. Uma boa prática é indicar um link para uma pasta (seja no OneDrive, no WeTransfer etc) com mais material audiovisual, desta vez em alta resolução.

Os recursos multimídia ajudam na divulgação do release. Enviar um release com fotos, vídeos, pdfs, infográficos (ou reunir tudo isso em um link) atraem a atenção do jornalista e o interesse pela pauta. Pode ajudar, por exemplo, um produtor a contextualizar melhor a pauta e a possibilidade de poder contar com um material mais robusto para deixar a matéria completa.

Having a background in journalism and being a communications & media relations professional, I always make sure to ease a journalist's workload & maximise their efficiency. Adding engaging visuals, audio snippets or infographics not only makes our stories better but also memorable. It also makes journalists' & editors' jobs easier. Incorporating engaging multimedia elements into your press release can be a game-changer in the crowded media landscape and definitely increase your chances of standing out. To ensure your press release shines in a crowded market, multimedia elements, however, need to be relevant, high-quality, easily accessible and specifically tailored to the targeted audience. Sometimes, there is no "one fit suits all".

A good lead followed by a superhook will always work the magic. When your lead is captivating enough, your press release will always stand out.

Write a compelling headline. Add more context with a subheadline. Convey the news value to the press. Offer a tempting quote. Provide valuable background information on the subject. Summarize the ‘who’ and the ‘what’ in a boilerplate. Include contact information. Proofread before publishing.

Algumas dicas adicionais: - Evitar oferecer exclusivas para todo o mailing (os jornalistas conversam e descobrem casos assim) - Não há necessidade de mencionar o nome do jornalista no assunto do email

A well-crafted headline will most likely fly. No matter how good the body of a press release is, it may not be widely read if the headline is not attention-grabbing.

Si vas a realizar un comunicado de prensa, lo tienes que hacer respetando las buenas prácticas para su redacción. Para ello, debes seguir los pasos aprendidos en la teoría y ponerlos en práctica! Un buen titular, que atraiga, un copete que resuma la información y el texto expuesto de manera que lo más importante esté al inicio, son fundamentales en cuanto a estructura. Y no olvides colocar alguna referencia para mayor información.

Press releases are by far not dead but they are overrated. When someone comes to you and says, “we need to do a press release,” be willing to ask why. There are many good reasons for a PR but say no if there is not one. There are other options to get the word out, use them. Remember, you own press releases as a channel.

El saber contar una buena historia siempre generará interés, y en algunos casos la práctica del comunicado de prensa está vista como un nice to happen o un always on, desestimando su valor real. El interés del público objetivo se mantendrá por las marcas o compañías que sepan contar historias, que agreguen valor y que no sean repetitivas. No todo lo que genera una empresa debe ser contado bajo este formato, y más ahora en la era de la digitalización.

Além de todos os pontos técnicos mencionados, é essencial saber para quem você está oferecendo esse release. Sobre o que esse jornalista gosta de escrever? Quais suas editoria foco? Fazer um resumo (pitch) desse release também pode facilitar a vida de quem recebe o conteúdo do outro lado do balcão.

Press releases can help boost your online visibility, but keep in mind that with news and information emerging from every angle 24/7, you’ll need to convince your audience that what you’re announcing is actually newsworthy. When writing your press release, make sure to get to the point. Keep your content clear and concise, including just enough information to pique the reader’s attention and encourage them to find out more. Most readers will not delve into the entire piece, so it’s equally important to make sure your call to action stands out near the top.

Just really make sure it’s newsworthy in the first place! Because if it is, it will stand out no matter how crowded the market is. Also ask yourself whether a release is the best approach. Do you have something you’re selling in as an exclusive to one publication - you might not need a release. Or you might choose to go with one as you plan to distribute widely after the exclusive (whether you get coverage will really depend on how newsworthy your news actually is). Or maybe you’re being asked for a release as the business wants something to go into the news section of the website. Perhaps it’s a listed requirement. There are so many different reasons for using a release but also for not using one.