PR is essential when it comes to companies, business, and organizations. It gets the word out about what is going on within a company, rather than leaving the public speculating over imagined plots or associating brands with the sinister caricatures of a faceless corporation that is only out for profits.
Writing content that makes your company look good however is not always easy. Follow these five tips I have learned as the CEO of 5WPR on writing winning PR, and you just might be able to show that your company is part of a community and NOT just another business on the block bent on making a buck at all costs.
1. Grab attention right away. The media is saturated with information, and consumers will skip over many things that do not catch their interest. Ronn Torossian says that a great headline is one way to quickly capture the eye and attention of your audience so that you can reel them in and give them more information. In fact, headlines are so important you should often spend more time on the headline than on your article.
Sometimes the headlines and bullets are all anybody reads. Don’t believe me? Think about which parts of this article you looked at first? Was this the second line you read, or the first?
2. Get to the point right away. People are busy, and they will often only skim public relations material before moving on. Be clear, be concise, and get to the point. If you do that early on, they just might stick around for the rest of the article.
3. Provide access to more information. Whether it is a link to your company’s website or information on where to read more, always provide a way for your audience to learn more. This ensures that consumers can easily find out more about your company as well as more information about whatever topics you are sharing with them.
4. Lead with the “why” instead of the “what”. It is often tempting to start by explaining what is going on with your company, but research has shown that people become more interested when they understand the why, or the reasons, behind it. Knowing the reason makes your audience care more about the topic and gets them more invested in what is going on with your company.
5. Do not try to force big news out of small news. Making something seem more important than it actually is can cause your company to lose credibility. It is the same as the boy who cried wolf. Instead, give your news its proper due. Your audience will appreciate the distinction.