In this digital age, press releases remain one of the most influential communication tools for businesses. They provide an effective manner of spreading the word about a company’s products and services and can have a positive impact on its reputation. While press releases have the potential to generate positive results, it is important to choose the right story to ensure that the message gets across to the right audience.
Broadly speaking, press release stories are categorized into two distinct types; hard news and soft news. Understanding the differences between the two is essential to crafting an effective strategy.
Hard news stories focus primarily on newsworthy information, current events, and factual subject matter. These are typically related to the company’s accomplishments, successes, and events. Hard news press releases carry a greater level of credibility and importance, so they tend to be more widely read than soft news stories.
Soft news stories, on the other hand, focus on more subtle subject matter such as lifestyle, opinion, and trends. They are usually tied to the company’s mission and core values, and discuss topics that are more sympathetic or present the company in a more favourable light. Soft news stories may not gain the same level of attention as hard news stories, but they are just as important for creating positive public relations.
When selecting a story for a press release, it is important to consider the type of story, the audience, and the purpose of the release. For example, if a company is launching a new product, a hard news story would be more effective in garnering attention. On the other hand, if the company is embarking on a charitable initiative, a soft news story may be more effective in conveying the message.
It is also important to consider the target audience when choosing a story. Some stories are more suitable for certain audiences, while others may be more appealing to a different group. This could mean selecting a story that is tailored to the interests of the specific audience or that is written in a language that is more easily understood by that group.
Finally, when selecting a story for a press release, it is important to consider the purpose of the release. Understanding the message you wish to convey and the objectives you hope to achieve should be the primary driving force for selecting the right story.
In conclusion, it is important to understand the type of stories that are most effective for press releases, the target audience, and the desired objectives. Doing so will ensure that the right story is chosen so that the message is effectively communicated to the right audience.