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Crafting Compelling Press Releases with Headlines, Multimedia, and Quotes

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In today’s relentless media landscape, companies capturing the attention of their customers is crucial. This is particularly true in terms of press releases, which must stand out in the midst of all the other competing information available online and offline. For a company to actually resonate with journalists and secure valuable media coverage, a press release needs to be more than just an announcement.

There are three key elements that are essential in achieving this goal. They are the headline, multimedia integration, and the strategic use of quotes. When companies are able to effectively utilize those three elements, they can transform any press release from an information dump into a powerful tool for generating buzz and pushing their message forward.

The first impression and attention grabber

Think of a press release headline as akin to a movie trailer. It’s the first impression, an enticing snippet that manages to convince someone to delve deeper. A well-crafted headline is able to grab the attention of journalists and entice them to read through the whole thing. 

The key ingredients to an effective headline are clarity and conciseness, paired with a newsworthy angle. Companies should aim for a clear understanding of the who, what, when, and why of the news within the headline. They should highlight the most relevant and interesting aspect of the announcement. 

This could range from a groundbreaking innovation or a significant partnership, to a milestone achievement. Brevity is key. Ideally, keep the headline within 60 characters to ensure it displays properly in email inboxes and search results.

Engaging with multimedia

People are visual creatures, and even studies show that people tend to process visuals a lot faster compared to just text. This is why incorporating multimedia elements into a press release can be a game-changer for companies.

To leverage the power of multimedia, companies should ensure they complement the rest of the story and simplify any complex data within that story. Don’t just add visuals for the sake of it. Choose images, infographics, or short videos that directly relate to the news and enhance the understanding of the readers. 

Opt for high-quality, eye-catching visuals that resonate with the message and brand identity. If the press release involves intricate data or statistics, try using charts, graphs, or infographics. These can simplify data presentation for journalists and make the story easier to understand.

Strategic quotes

Quotes are a powerful tool for adding weight and credibility to a press release. They bring a human voice to the company’s announcement and strengthen the message with the authority of a respected source. To make the most of quotes inside press releases, it’s important to choose the right source with the right expertise.

The person that’s going to be quoted should be directly relevant to the story being told. For example, for a product launch, companies could include a quote from the product developer or CEO. Make sure that the quoted individual has the knowledge and experience to back up their statements. This adds credibility and weight to the message.

Not all quotes are created equal. Focus on including quotes that are insightful, newsworthy, and attention-grabbing.

Ronn Torossian is Chairman of 5WPR and The How Agency, a leading digital marketing agency.

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Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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