Crafting Engaging and Fun Press Releases: A Guide to Standout Content

Press releases are traditionally seen as dry, factual documents that communicate important news to the world. However, the rise of social media and increasing competition in the news cycle have pushed the boundaries of how press releases are written. In today’s age, a compelling press release should not only convey the necessary facts but also engage and entertain the audience. Follow this guide to write modern press releases that are not only fun to read, but also effective in capturing the attention of top news outlets.

Breaking Away from Tradition: Making Press Releases Fun and Engaging

As William E. Burrows mentions in his book On Reporting the News, reporters and writers must convey information in a manner that makes it relatable and interesting. This principle applies equally to press releases. While it is vital to stick to the facts, a touch of humor and a human voice can make your press release stand out. For example, instead of a dry recitation of data, use anecdotes and relatable scenarios that resonates with your audience's experiences.

Consider your target audience and write in a style they will enjoy reading. For instance, if your press release is about a new technology that changes the way we live, avoid industry jargon and cliches. Instead, use a conversational tone and hypothetical scenarios that bring the technology to life. This not only makes the content more accessible but also more engaging.

Creating Newsworthy and Compelling Content

A press release should always be newsworthy and backed by solid facts. However, this does not mean the content needs to be devoid of any levity or personal touch. Journalists are often drawn to stories that they can write about objectively and with a human touch. For instance, if you are reporting on a groundbreaking scientific discovery, try to highlight the personal story of the scientist behind the discovery. This humanizes the content and makes it more relatable.

Incorporate compelling infographics, research data, or links to studies that support your claims. These will not only add credibility but also provide additional insights that can spark engagement from your audience. For instance, if your press release is about the benefits of a new health product, include data showing its effectiveness and positive user testimonials to back up your claims.

From Boring to Brisk: The Best Practices for Modern Press Releases

According to a case study I wrote on 7 ways to kill the press release and what the PR world can learn from Tesla, the key to successful press releases lies in treating them as factual "info dumps." Only put out a press release if the information is truly newsworthy and valuable. If it's just a mere story, don't try to make it one. A so-called "narrative" press release can come across as condescending and forced.

If you want to remain humorous, do so in a way that doesn’t rely on subjective jokes. Humor in press releases can be tricky, as it can easily backfire if not handled correctly. According to PR distributor PRDistribution, the best way to keep your press release fun is to write it in a simple, straightforward manner that a reporter or blogger would appreciate.

Finally, remember that the best press releases are concise and factual. Aim for a word count under 400 words and ensure the content is as realistic and objective as possible. This clarity will help your message resonate with the audience and stand out in the crowded world of media.

Conclusion: Make Your Press Release Stand Out

Writing a fun, engaging press release requires a balance between facts and relatability. By incorporating humor, human stories, and solid evidence, you can create content that not only informs but also entertains your audience. Whether you’re a tech company unveiling a new product or a researcher sharing groundbreaking findings, a well-written press release can significantly boost your visibility and impact.

Remember, the goal is to make your content stand out in today's competitive media landscape. By following these guidelines, you can create press releases that not only adhere to the standards of journalism but also captivate your readers and draw attention from the top news outlets.