How to Write a Press Release for Your Crowdfunding Campaign
by Bloom intern Jamie Moore
A press release is simply a written statement to the media. It is used by a range of businesses, organisations and individuals to announce the beginning of a campaign, to highlight an important event or to attract attention. It's particularly important to help you spread the word about your crowdfunding project to the widest possible audience. This blog is going to show you how to write a press release in four easy steps.
1. Write your headline
Headlines should brief and to the point; think of it as a super compact version of what you want to say. It should be a single sentence that is designed to grab the readers' attention. Ensure your headline is written in a larger font size than the rest of the article and highlighted in bold. The simplest way to create a headline is to extract the key words from your article and construct them into a logical statement. Using key words early makes it simpler for the journalist to figure out what the story is about without having to delve deep into the article. It may be easier for you to tweak your headline after you have finished writing the main body of the release.
2. Write the main body of the release
The aim here is to write as if you were the journalist yourself. Most journalists are very busy and wont have time to do in-depth research into your announcement, so it's important that you provide them with comprehensive, accurate information and links to relevant research.
The first sentence of the press release should compliment the headline by giving in more detail what the story is about. For example, the headline “Crowdfunding Hailed as Huge Success” could be followed up with an intro such as: “Crowdfunding campaigns have been found to be a huge success, according to new research by Bloom VC”. This both expands the headline and provides more information for the reader which can then be expanded on. The first paragraph should be 2-4 sentences long and should sum up the entire press release.
3. Make use of the “6 Ws”
Make sure you answer the following questions when writing the main body of the press release ,in order to make sure that you are telling a complete and compelling story.
Who is this about?
What is the actual news?
When did this news occur?
Where is this taking place?
Why is this news?
How is this happening?
Once you have established this you can then go on to fill the story out with information on people, products etc. Remember that the more newsworthy you make your press release the greater the chance you have of getting it picked up by a journalist. While your business is newsworthy to you and people you know, you must always ask yourself: “Would this interest the regular person on the street?”. Don’t worry about using large words or being too formal, journalists are writing for the masses so keep it friendly and light.
Your instinct maybe to use this opportunity to sell sell sell, but that’s not what the journalist will be looking for. While writing your press release always keep in mind that it's not a sales pitch but a story.
Don’t forget to include your company, your project and your name, so the journalist knows who they are writing about!
If you have any pictures to illustrate your article include them too, it can help paint a picture in the journalist's mind and may even be included in the paper for even more publicity.
4. Include contact information and attach your press release.
You never know when your press release will inspire a journalist to seek out the whole story. You must include contact details so that if they want to find out more information they can! Add in links to all relevant social media and include both a Tweet and Facebook status update about your news story that the journalist can use.
Make sure you include the text of the press release in the email, and also add the release and all other relevant material as an attachment.
Above all, don't panic and always remember the six dos and don’ts of writing a press release
Do make sure to put the point of your press release at the beginning.
Do ensure that you have proper spelling, punctuation and grammar.
Do make sure that you're saying something newsworthy.
Don't waffle on! Keep it to the point!
Don’t exaggerate or lie, you’ll be caught and you wont get another story published.
Don't make the journalist have to do any work, keep your facts and figures in plain sight.
Images courtesy of www.mywants.com and www.salon.com