Defining your How
The how of a release weaves an action component into the content. A press release should educate, while also helping to inspire action. The how can include things like attending an event, visiting a company website, watching a video, visiting a store location or making a call. Define your action request, your how, and make sure it is woven into your release.
Include Necessary Information
Press release must include who must be contacted for further information, phone contacts, website address, and important emails and a brief intro of the organisation in a phrase or sentence. If registrations for the events are required.
The best place to put a how into a release is at the end, before the about the organisation part. A how is usually one sentence and is sometimes an isolated sentence within the release.
Scan Your Local Newspapers For Press Releases
You can search any subject you are interested in. You will see well written press releases and some not very well written press releases too. The more more you write release, the more you will identify the components of a release. And see things you like as well as things that might be missing. I am surprised how many press releases don't close with a how. Why take all the time to write a release if it doesn't inspire action. When I taught my fundamentals of online marketing course here on lynda.com, I talked about how web surfers scan before they fully read as well as including calls to action and content.
Guide The Reader Where To Go
Web users need to be guided to where you want them to go. The same rules apply to press releases. Especially in today's web driven society, a well crafted press release can capture interest of someone who's scanning, and if they are grabbed and read further, then of course you want to help them inspire to act, right? When you define your how, you help steer a reader into doing something.
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