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What Makes a News Release Share-Worthy?



What Makes a News Release Share-Worthy?

Writing a quality news release takes time. Coming up with a compelling angle, crafting a punchy headline, tightening up each sentence, formatting, editing, and making fixes is no quick or simple task. Taking the time to firm up quality copy will certainly help to make the most of your time and budget, but if you don’t back up your news release with a plan to get the views it needs, it won’t earn maximum results.

As you write, incorporate a few tactics to make sure your news release is as shareworthy as it is well-written. Here are 3 steps to crafting a share-worthy news release.

  1. Get it into the right hands

Knowing your audience is the first step in writing content with the capacity to engage. When you zero in on your audience, you can tailor your angle to meet their specific interests or pain points, and you can target your distribution by an industry-specific and/or location-specific newsline.

  1. Write something newsworthy 

Above all else, a news release must be newsworthy. This is not only part of most newswire’s editorial guidelines; it is the most critical element in writing shareable content. How can you tell what you’re writing about it newsworthy? Ask yourself these questions:

  • Is the content new?
  • Does it matter to people outside of your company?
  • Is it likely to get noticed?
  • Would you read about it in the paper or online?
  • Would you tell a friend about it?
  • Would it work better as a different kind of communication?

If you can’t answer “yes” to the first five questions and “no” to the last, then you may want to revise your news release. You’re writing a story, not copy. Make sure what you’re sharing is informative and valuable! For examples of newsworthy business news you can share in your news release, access our tip sheet, Revenue Generating News Releases.

  1. Go above and beyond text 

Adding video, eye-catching photos, colorful illustrations, infographics – creative visual content that can easily be shared in 140 characters or less – is a key element of your release if you want it to instill in readers motivation to share. Media outlets are already publishing articles with visuals, and blogging and tweeting with multimedia. Make it easy for them to notice, and pick up your story.

What next?

After you’ve written a share-worthy release, send it to targeted audiences through a newswire service and publish it on your social channels to ensure you reach a broad range of media outlets, and bloggers and journalists who seek news on social. Sharing your news releases on social media generates more visibility and makes it “stickier.” You’ll move away from simply distributing messages to becoming part of the conversation.

Don’t stop there! Know that your share-worthy news release is a catalyst. It may prompt questions or comments on social media, and you have the opportunity to engage and offer value. True engagement is a 2-way street. Be alert to opportunities to help facilitate the engagement you want, and you’ll be sure to make the most of your news release.


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