Characteristic of Good Persuasive Press Releases

          Assume that you are running a business, and you would like to make an announcement to your customers about your new products or services, you want to make them interested in what you are telling them and want what you are selling. Guffey, Rhodes, and Rogin (2011), the authors of the book titled Business communication: Process and product, suggested that the following techniques would help you to develop a persuasive press release.  

• Open with an attention- getting lead or summary of the important facts.
• Include answers to the five Ws and H (what, when, where, who, why and how) in the article, but not all in the first sentence.
• Know what your market target  (audience)
• Appeal to the audience of target media. Emphasize reader benefits written in the style of the focus publication on newscast
• Present the most important information early, followed by supporting information. Don’t put your best ideas last because they may be the chopped off or ignored
• Make the release visually appealing. Limit the text to one or two double-spaced pages with attractive formatting.
• Look and sound credible- no type, no imaginative spelling or punctuation, no factual errors (p. 301).

Please note: It is important that a good persuasive press release needs to spotlight receiver benefits.

Uhhh... Should I need to pay attention to it???

 

Reference

Guffey, M.E., Rhodes, K., & Rogin, P. (2011) Business communication: Process and product (6^th Canadian ed.). Toronto, ON: Nelson.   

Business education. (n.d). Factors affecting or influencing consumer behavior [Photograph]. Retrieved from http://forbstudents.blogspot.ca/2009/08/factors-affecting-consumer-behavior_14.html