Editing and Formatting
If the release is going to go straight to the news outlets, than you can move right into editing. Professional press releases go through several rounds of review, before they are distributed. Better get approval from organisation's head.
Leave The Press Release For Sometimes Before Editing IF You Have Time
I also recommend taking a break from the release before you dive into editing it. I find that when you pause from your content and revisit it, it's easier to re-read it objectively from your target reader's perspective to make sure that it makes sense. Editing the release includes looking for spelling errors. Grammatical edits, and making sure that the critical points of a release are in there. As I reread the Landon Hotel San Francisco's Press Release brainstorm sheet, I see a point about the room being a more affordable option for small groups. This wasn't mentioned in the original release.
Edits can be in the body of the release, or in the quote. We added Making a great space, that was also affordable for smaller groups was a void that we fill successfully. The editing process is also an opportunity, to check to see if you have used phrases that your target reader or also the media might search on. Are there key phrases that you would want to be searched and found on? If so, are those phrases used in the release. For search visibility purposes, it is best to use phrases early and often so they can be in the top of the release and again throughout the text.
The editing process is also time to weave in links. You can link key phrases in the release to specific web pages, photos or videos. When news content is written with keyword rich titles that link to web pages with more great content. It can help boost credibility. Communications and search engine rankings. Once you've combed the content for spelling, grammar, and checked it against the original press release brainstorm sheet, do one final read to critically evaluate whether the release has flow. The text needs to build upon itself, from title to subhead to body, quotes, closing paragraph, and boiler plate.
Have a Look at Brain Storm Exercise Sheet
The brainstorm exercise sheet, is more than a planning tool. It is something you will want to use again in the editing process. Review the brainstorm document against your press release, to make sure that all important points are included.
Formatting and Polishing
After you write the title, subhead, quote, body of your press release, it's time to do the final touches. Editing time. If a press release is going to be sent as a PDF or Word document, editing also includes formatting the release. You may choose to put the release on company letterhead. Some companies may not use letterhead, but they will include the logo and add a media contact in the release to give the press release a nice, professional polish.
If you are happy with your message, then it's time to distribute it.
No comments:
Post a Comment