With the launch of Portfolio North’s recent PR Hub, we know that writing great content can be invaluable for PR agencies, marketing teams and journalists.
A good press release or independent article effectively communicates your message to readers and represents the feel of the brand. Whether you are sharing business updates, advice or industry opinion, resonating with audiences is vital to retain customers and orders.
We have collated our top tips to ensure your content stands out from the crowd and grabs readers’ attention.
1. Clear and Concise Headline
The headline should be attention-grabbing and succinct, summarising the main news or announcement. Utilise SEO websites to ensure you include key words for your industry or topic.
2. Engaging Subheading
A brief subheading can provide additional context and can help the reader understand the essentials of the article.
3. Introduction
The first paragraph is key for hooking readers and should answer the key questions of who, what, when, where, why and how. It should summarise the most important information concisely and in an engaging manner. Consider tone of voice in this first paragraph and ensure you retain the same tone throughout the article.
4. Body Paragraphs
The main paragraphs of the article should provide more details and background information. If it is a business article, quotes from relevant team members can be invaluable as they add credibility and a sense of personalisation. Ensure your paragraphs are of an optimum length as readers may feel bored if they are too long without gaps.
5. Media Contact Information
If syndicating to press, ensure you include the name, phone number and email address of the person journalists can contact for more information. Including a boilerplate for the business containing social media handles and a brief bio on the business can be helpful for context and hyperlinking.
Tips for Writing:
Be Objective: Write in a neutral tone, avoiding hype or exaggerated claims. Ensure that what you are writing is true and accurate.
Keep It Short: Aim for one page (about 400-600 words) if possible. Longer business interviews can stretch to 750 words.
Use Quotes: Incorporate quotes to add authenticity and human interest.
Proofread: Check for grammar and spelling errors. Ensure the tone of voice is consistent and that the tense is the same throughout.
Include Visuals: If relevant, attach high-resolution images or videos.
