What make your news story a compelling press release are an attention-grabbing headline, focused summary and informative first paragraph. Make sure you take these three steps properly and your mission is accomplished. Search engine optimization tips should also be considered to succeed in this. I explain each of these three steps in more details for you now.

Step ONE:

Compelling Press Releases Have Attention-Grabbing Headlines

Titles are the first line of information anybody sees in search engines, in PR websites, in articles, blog posts, press releases, etc. It’s the bait that should be written in such a way that grabs readers’ attention as well as search engines’. Once this is done, the first step is taken and your readers get persuaded to go to the second stage and read more to find out how.

Headlines are short phrases that must say a lot in short. For readers, according to many, it should be engaging and unique. It must push them toward clicking or scroll down a page, etc to read more and learn how it’s possible to happen. For search engines, it should have the keywords that people search in correct order, without interruption and redundancy.

Step TWO:

Compelling Press Releases Have Focused Summaries

Before a reader decides to read the entire PR, the summary should explain a bit more about the story without saying very much. This can only be done when the heart of the matter is explained and a secondary message comes in to further develop interest. In 2-3 sentences, you should create huge enthusiasm for readership without repeating the PR headline. Summary must express your offer interestingly from a new angle without having a sales pitch.

On the other hand, search engines crawl press releases like any other web contents, from top left to the bottom right and prefer to find out what the page is all about in the earliest time possible. So, make sure your summary, which usually sits on top of the page after the headline and before the body, is keyword-rich and convinces search engines what the story is concentrated on.

Some PR websites don’t ask for a summary whereas it’s a good bridge that can transit your readers’ mind from the title to the details of the body copy.

Step THREE:

Compelling Press Releases Have Informative First Paragraphs

This is where your news story must answer the top 5 questions: What, Who, Why, Where and When. But, this is not enough as you could write this in the first sentence of the press release. You have to further develop the information about these questions to strongly begin with the main and secondary message.

As the story could have a lot of side stories, it’s better not to distract readers’ minds and search engines’ algorithms. Also keywords shouldn’t be forgotten specially as some PR websites don’t ask for summaries.

If these three steps are taken in a strong way, readers will continue to discover the entire details of the story. They would be eager to realize how exactly your message has come to existence and why.

To read the first part of this post, please go to the following link:

3 Steps to Close Compelling Press Releases