Hire Press Release Writing Freelancers in January 2025

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Press Release Writing

Draft editorial press releases with creative digital marketers who understand pitching to media; press release copy-editing to AP style, and brand storytelling. Find Press Release Writing WFH freelancers on January 21, 2025 who work remotely. Read less

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How to write good press releases?

A fantastic press release is built on several key principles that make it effective in capturing attention, delivering information, and achieving its communication goals. Here are the key principles:

1. Newsworthiness

Relevance: The press release should cover news that is relevant to the audience or the industry it's targeted at.
Timeliness: Announce news that is current or has an upcoming deadline or event.
Impact: Highlight how the news impacts the audience, industry, or society at large.
Uniqueness: Provide information that stands out or is unique compared to what's already known.

2. Clarity and Conciseness

Straight to the Point: Start with the most critical information. Use the inverted pyramid structure where the most important facts come first.
Brevity: Keep the press release short; ideally, under 500 words to maintain reader interest.
Clear Language: Avoid jargon or overly complex language unless it's industry-specific and necessary.

3. Compelling Headline

Attention-Grabbing: Create a headline that is both informative and intriguing enough to make someone want to read more.
SEO Friendly: Include keywords if it's for digital distribution, but don't sacrifice clarity for SEO.

4. Engaging Lead Paragraph

The Hook: The first paragraph should encapsulate the essence of the release, answering who, what, when, where, and why in an engaging way.

5. Structured Information

Logical Flow: Organize information logically, moving from the most important to supplementary details.
Subheadings: Use subheadings to break up text and guide the reader through the release.

6. Quotability

Quotes: Include quotes from key figures to add a personal touch, provide insight, and offer a soundbite for media outlets. Ensure quotes are newsworthy, not just promotional.

7. Objectivity

Balanced Tone: Maintain a neutral and factual tone, even if the purpose is promotional. Avoid overt sales language that might turn off journalists.

8. Call to Action

Next Steps: Clearly indicate what the reader should do next if they're interested (e.g., visit a website, attend an event, contact for more information).

9. Multimedia Elements

Visuals: Include images, videos, or links to multimedia content to increase engagement and provide additional information or context.

10. Contact Information

Accessibility: Provide clear, correct contact details for media inquiries, ensuring journalists can follow up easily.

11. SEO and Digital Optimization

Online Readiness: If it's for digital distribution, optimize for search engines with keywords, but don't compromise readability.
Social Sharing: Consider how the press release can be shared on social media, including hashtags or social media handles.

12. Professionalism

Format: Adhere to press release formats that journalists expect (dateline, headline, body, boilerplate, contact info).
Proofreading: Ensure the release is free from errors in spelling, grammar, or facts.

13. Distribution Strategy

Targeted Delivery: Send to the right journalists, bloggers, or influencers who cover your sector or have shown interest in similar topics.
Timing: Choose the best time for release considering news cycles, holidays, or industry events.

14. Follow-Up

Engagement: Be prepared to follow up with media contacts, offering additional information or interviews to keep the story alive.

15. Measurability

Track Results: Include elements or plan for ways to track how the press release performs (e.g., through unique URLs, press release services analytics).

Example of Applying These Principles:
Headline: "Innovative Startup Launches World’s First AI-Powered Eco-Friendly Packaging Solution"

Lead Paragraph: "On April 15, 2023, GreenPack Innovations, based in San Francisco, will unveil its groundbreaking AI-powered packaging solution aimed at reducing the global plastic waste crisis. The launch event will occur at the Sustainable Tech Expo in New York City, where industry leaders will witness this leap towards eco-conscious manufacturing."

Quotes: "This isn't just a product launch; it's a movement towards sustainability," said CEO Jane Doe.

Body: Further details on how the technology works, partnerships, benefits to the environment, and how businesses can adopt this solution.

Boilerplate: A brief about GreenPack Innovations.

Contact Information: Contact details for media inquiries.

Call to Action: Invitation to attend the expo or visit the company's website for more information.

By adhering to these principles, a press release can effectively communicate news, engage its audience, and increase the likelihood of media coverage, thereby amplifying the reach and impact of the announcement.

What skills do press release writers have?

As Harvard Business Review notes, "effective marketing is the difference between runaway successes and costly flops", so to answer this we need to go above and beyond the overly simplified instructional articles for how to write a press release freely available online (e.g. https://www.semrush.com/blog/press-release/).

Press release writers need a combination of writing, communication, and strategic skills to effectively convey news or announcements to the public. Here are the key skills they should possess, along with examples, and how AI can assist in enhancing their work:

Skills of Press Release Writers:

Writing and Copywriting:

Clarity and Conciseness: Ability to convey information succinctly and clearly. Example: Writing a 400-word release that captures all essential details without being verbose.

Engaging Headlines: Crafting headlines that grab attention. Example: "Revolutionary AI Software Redefines Data Analysis for Small Businesses."

Storytelling: Weaving facts into a narrative that resonates with readers. Example: A press release for a new product launch that tells the story of its development, highlighting the problem it solves.

Journalistic Skills:
The Five Ws: Ensuring the press release answers who, what, when, where, and why. Example: Detailing a new CEO appointment with all relevant information about the transition.

Objectivity: Maintaining a neutral tone, even when promoting a product or event. Example: Announcing a corporate merger with balanced information on both companies.

SEO and Digital Understanding:
Keyword Optimization: Using relevant keywords to enhance discoverability online. Example: Including terms like "sustainable energy" in a release about a new solar panel technology.

Link Building: Incorporating links to drive traffic back to the company's website or specific landing pages.

Research and Fact-Checking:

Accuracy: Ensuring all facts, figures, and quotes are correct. Example: Verifying financial statistics before announcing quarterly results.

Contextual Knowledge: Understanding the industry or topic enough to provide insightful commentary or background information.

Networking and Media Relations:
Contact Database: Building and maintaining relationships with journalists and media outlets. Example: Knowing which tech journalists cover AI innovations for targeted distribution.

Tailoring Content: Customizing press releases for different media types or audiences.

Strategic Thinking:

Target Audience: Understanding who the audience is and what will compel them to read or act on the release.

Marketing Goals: Aligning the press release with broader marketing or PR objectives. Example: Using a product launch press release to also highlight the company's commitment to sustainability.

Design and Formatting:
Visual Appeal: Knowing how to format a press release for maximum readability, including use of bullet points, subheadings, and images. Example: A release with a compelling infographic that illustrates growth statistics.

How AI Can Help in Press Release Writing:

Content Generation:
AI Tools: Platforms like Prowly, Grammarly with AI assistance, or Hypotenuse AI can generate drafts or suggest content based on input. They can overcome writer's block by providing fresh ideas or angles.

Example: Using Prowly's AI to draft three different story angles for a new software release, allowing the writer to choose or combine the best elements.

SEO Optimization:
AI for Keywords: Tools like SEMrush or Ahrefs can assist in keyword research to ensure the press release is optimized for search engines.

Editing and Proofreading:
AI Proofreading: AI can check for grammar, spelling, and style issues. Tools like Grammarly or Hemingway App can suggest improvements in readability and tone.

Personalization and Targeting:
AI for Media Lists: Tools like Meltwater or Cision use AI to help tailor press releases to specific journalists or media outlets based on previous coverage or interests.

Headline and Title Suggestions:
AI Creativity: AI can generate multiple headline options. Copy.ai can assist in creating catchy, SEO-friendly headlines.

Data Analysis:
Performance Tracking: AI can analyze the performance of past press releases to inform future strategies, looking at open rates, engagement, or conversion metrics.

Automation:
Distribution Automation: AI can automate the distribution process, ensuring the press release reaches the right contacts at the optimal time.

Sentiment Analysis:
Feedback Analysis: AI tools can analyze media or public reactions to previous press releases to gauge effectiveness and sentiment, helping to refine future communications.

Multilingual Capabilities:
Translation and Localization: AI can assist in translating press releases into multiple languages for global distribution, ensuring cultural relevance and accuracy.

While AI can significantly enhance the efficiency and effectiveness of press release writing, it's important for human writers to oversee the process to ensure the content aligns with the brand's voice, meets strategic objectives, and maintains the necessary nuance and creativity. AI tools are best used as assistants, helping to streamline processes, generate ideas, and optimize content, but human judgment remains crucial for the final product.

In the post-Covid world where most people are saturated with copious amounts of irrelevant information, a press release needs to first have an engaging headline to secure and coordinate press appearances for writers, editors, and journalists that will amplify editorial direction and priorities. That requires outstanding interpersonal, oral and written communication skills as Grammarly alludes to: https://www.grammarly.com/blog/press-release/ and a writer who is also a critical thinker paying close attention to detail, capable of distilling key ideas and concepts to pitch editorial and trade stories.

A good press release should present information in a fascinating light with original flair covering essential details and leading the reader into the pitch. To write and edit persuasive materials including talking points, op-eds, media alerts, detailed press releases that cover the Five W's (Who, What, Where, When and Why), and messaging documents on deadline; the writer needs to have a journalistic background to be adept and creative at sourcing, capable of generating scoops and high-impact enterprise stories rooted in fact and adhering to the highest ethical standards. She or he should be proficient with Adobe Creative Cloud required & Microsoft Office 365 suite engaging diverse audiences via email marketing, digital and social media.

Exceptional researching skills tied to SEM and SEO activity are key to good press releases; Experience with creating and editing website copy, demonstrated event coordination skills and experience and organizational skills, with the ability to successfully manage multiple projects with competing timelines, prioritize tasks and meet deadlines in a demanding environment, with a focus on accuracy and attention to detail.

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