Online or offline, press release copywriting is almost essential to your business growth. Media coverage of your business or organisation can generate huge consumer interest, just ask any celebrity chef/farmer/architect etc etc
One of the most important tools in PR is the press release, and press release copywriting (also known as “PR writing” or “PR copywriting”) is a fundamental part of any professional copywriter’s skill set.
As part of the search marketing mix, PR is invaluable and a good PR copywriter is a valuable find. There are several online newswire services and news publishers that rely on good press release copywriting. A good PR writer knows how to sell a good story and good stories get picked up and published around the web, giving you hugely valuable links back to your site, as well as direct click-through from visitors looking to find out more.
PR copywriting is part of our DNA
We’re lucky enough to have more experience as PR copywriters than most – our founder Derryck spent the first three years of his career almost exclusively writing press releases for major record labels. He spent a further three years working in PR proper (still writing hundreds of press releases) and then received his fair share of press releases as a freelance journalist writing in music, film and food.
Since then we’ve handled press release copywriting for dozens of clients, suggesting new angles and turning around stories at a furious pace when events require a speedy response. They include Vonage, one of the world’s leading providers of Internet telephony or Mascus, the international heavy machinery directory.
Being a good PR writer is about understanding what makes a good story
A press release copywriter needs to be able to get a journalist’s juices flowing without writing the story for them. They also need to understand what readers will find interesting. Good PR copywriting means being able to write a good headline that grabs the reader’s attention, structuring the content so that the key facts of the story are delivered effectively while alluding to the narrative that the journalist can build into a story.
PR writing is about managing your reputation
A PR copywriter needs to understand your spin, to be able to represent your organisation in the best possible light whatever the circumstances. That requires a proper understanding of how your business works, who your customers are and the kind of issues you might face. When it comes to your reputation you need to make sure that the press release copywriter you engage can develop a close professional relationship with you and your organisation. You need to be able to trust them and they need to be given time to understand how you work.
We know deadlines are critical and that getting the right message across is crucial
You need a press release copywriter that can give you a fast, appropriate response in an emergency and that can think strategically when planning a long-term campaign. Don’t just look for someone that can write a press release, look for a PR copywriter who can add value to your strategy, who has a view of the bigger picture and who knows how to integrate PR content into your wider internet marketing strategy.