Being a key part of the corporate communication arsenal; press releases has become one of the most important tools for every business. It is evident that a press release requires to be distributed over the relevant media and news platforms to gather more exposure. However, it is a written document only and that is why the efficiency of the document depends on the skills of the writer as well.

An effective press release writer is aware of the nitty-gritty of crafting a PR and capable of grabbing the attention of the readers. If you are looking forward to becoming a masterful PR writer yourself, here are some of the cardinal rules you need to follow.

• Find the right angle to craft your PR

First comes first! You need to find something important to say through your PR that offers a newsworthy angle to it. It depends on the purpose of making a PR campaign. Your client might want to promote a product or service in order to gain more customers. In that case, you can explain the benefits of purchasing those. But what if it is about rebranding? Obviously, the same angle would not work that is every Press Release is oriented on a different subject matter. Make sure you provide a solution or unique news through the PR that is able to attract more readers.

• Map out your target audience
The target audience should be kept in mind from the beginning as they are people whom you are trying to reach through your PR. Think from the customer’s perspective or a general user. Does your PR feel compelling that way? If not, change your angle. You need to tailor your writing in a way that garners the most attention from the target audience whether it's readership, viewership, listener base, publication, or the customers.

• The Rule of 5Ws and 1H

The Rule of 5Ws and 1H stands for who, what, where, when, why, and how. Dedicate the first paragraph of your PR to answering these questions to offer a preview of the whole PR. This will enable more readers to go through the content as they are already clear with their doubts.

• The Inverted Pyramid

Your PR should follow the inverted pyramid structure which means you add the most important part of the subject matter at the top of the first paragraph as mentioned before. Then the next paragraph should be explaining why the business is important to customers and the last paragraph should be offering the details of the concerned person or the organization. This funnel-like inverted structure is easy to read and helps readers to skim through the important details. This is the most authentic and effective structure of a PR.

• Language and tone

A press release is an authentic and official document that reaches to target audience through media and news platform distribution. Since it targets the mass audience, the content should be written in a simple language and crispy tone that attracts most readers. It is easily understandable and capable of gathering the attention of people from all kinds of origins and professions as well. As a professional writer, you might need a little journalistic tone to it that grab the eyes of the reporters and journalists as well. Make sure to add references that embrace the niche industry as well.

• Never forget the Basics
The basic rules and format of the press release are considered to be the foundation of the document. It appears more legitimacy and works more effectively.

In case you are wondering what are basics, follow the steps given below.
1. Keep it precise (preferably 300-350 words)
2. Add a short and compelling title
3. Craft a story angle that engages the readers
4. Always proofread and make sure to write only in the third person
5. Utilize modern multimedia options for adding images, GIFs, clips, and many others
6. Don’t forget the boilerplate
7. Add relevant quotes and avoid jargon

Final take

Following these rules will help you craft more effective PRs regardless of the industry. Make sure to communicate with your client to find more compelling aspects of writing and make sure you keep 100% transparency in your work. So what are you waiting for? Start your journey as a professional PR writer.