TechRefs has been quietly taking on the writing and sending press releases for several of its SAAS technology clients.

Just because it is a press release does not mean it has to sound dull or sophomoric. The key expectation of a press release today  is that it delivers news and is  well-written in a voice that is close to that of the trade press. We had up to 89 clicks from a press release to the clients website.

Here is what we have learned about what works to create impact:

• A great headline. Headlines are an art, and the best ones pose a question rather than answer it. Instead of “Company z hires Jane Doe”, we. might write, “Company z picks software tzar to head new devision.”
• Get the to most important news right away. Too many press releases  bury the lead by explaining the context first, or just forgetting to put real news in the release at all.
• Cut the fluff,  and add facts and statistics that support the value proposition. No one wants to read too much jibber jabber. We are either going to  cut  “In today’s fast changing media environment” or replace it with a specific piece of knowledge, such as “80 percent of media executives say they need more complete data on audiences.”
• Source information.  We use all kinds of reports to find data that supports our clients value propositions and they are always sourced.
• Add photos. Photos and video radically improve response. The press release with 89 clicks to the client website had an attractive photo of a person well-recognized in the industry.
• Make quotes from company leaders  specific and memorable.  If the CEO has hired a new VP of sales, they had a reason for selecting that person that will be interesting to others.  Instead of “I’m delighted that Jane Doe has brought her years of experience to the table,”  the CEO might add, “Jane Doe brings international experience that will support (companies) the division expansion to European markets.”
• Don’t repeat information. Better short than repetitive.
• Do add the company’s narrative. Every company, like a person, has a story, and telling that story in an elevator pitch is part of every press release. It starts with a high impact statement with years in business, number of clients, industry leadership – whatever key facts can be delivered. The goes on to a description of key products, and goals achieved.
• End with a call to action. The old school PR agency was designed to be a buffer between company executives and the trade industry. The result was that the “pr guy” was perceived as being in the information prevention business, someone who would “get right back to you” with the right contact or information.  That helps no-one.  Why not link to a demo form or provide the name, email and phone number of the top sales contact, or even a free trial?