Improve Visibility Through Press Releases Part 1:Understanding Your Objectives?

Understanding your Objectives

Before start planning we should make it clear, why we are writing the press release? what are our long term and short term purpose? When our begin with a clear objectives in mind, the execution is more powerful.

Anyone can produce a press release. But when a press release is created with passion and purpose, this piece of marketing content collateral becomes more powerful. Defining the "why" of a press release, gives a press release meaning. It serves to help you determine if the press release is worth writing. And it also helps you bridge the science of the press release format, and the art of copywriting with heart. The why helps you market from the inside out. Really brainstorm this point, to help you create a connection with your reader.

Get clear on why you are writing a release on behalf of your organization.You may find in the brainstorm process that there are multiple reasons, which can help show all the different angles for the release. The why brainstorm might also help you see that there is more than one release worth writing. Define the why from a marketing perspective that serves your goals, but be sure that you also define the whys that help sell your message to the target recipient. Press releases are not about you or your organization. They were about serving the recipient.

Example

Let's look first at the why for the announcement of Syrian Refugee Dinner progaram. The primary purpose of the press release is to inform the local and national press that we are arranging an event and request you to cover it. 

But remember your press release is not just intended for media, it is a message to the world about your organisations culture, your ideology, and philanthropic social activities. and events to cater to many of the communities activities, and organisation's calls to activism. 

There why is three fold. It's to educate, to be a credible record of your organisations activities, and to also help boost search visibility.

Now, lets dive into the why for the reader. This is were we transition from more of the scientific parts of the release. The who, what, when, where facts and structure. And transition more into the art of the content creation. Other points of value to communicate in the release in an artistic manner that are wise for the reader. One way to creatively weave in why points that are geared toward the reader.

Is to have them in an authentic voice, in the quote of the release. This helps brings points to life. It helps soften the contents. The release doesn't sound overly salesy. The why is the heart of the artistic spin on the release, and often helps inspire what to say in the quote portion of the release. A press release is why. Tie your image into your release. Fully brainstorming the whys of your release, helps ensure that value messaging is included. So your writing effort really counts.