Let's explore why we write a press release. We are looking to inform or persuade an audience. You might have a product launch, some good news or even bad news to share. This press release is something the public sees! The general public or costumers are usually the audience of this type of business writing. Basically anyone could be reading your press release. Is it just me or is that a little bit scary? We shouldn't get ahead of ourselves, as I am clearly doing right now. We have our 5 Ws and now we need to understand who exactly our target audience is to write a press release that appeals to them.
Targeting the Audience
Let me put it into context. My press release is to promote the Peel Leadership Centre. We will be honouring 20 graduates from the Collaborative Leadership in Community (CLiC) Program with a celebration. We hope to have individuals from the non-profit, public and private sector attend the event. There will be individuals who will read this press release and consider applying for the program next year. We also really want the community to come out to this FREE event and see what the Peel Leadership Centre and the CLiC Program is all about. Overall, this press release will be inviting our audience to celebrate the achievement of these 20 individuals, as well as get PLC some exposure.
This press release has the potential to bring in greater interest about PLC and CLiC, helping us grow our program. However, whenever you feel overwhelmed just keep focused and work through the components as mentioned in the first blog post. Now, I know who my target audience is and I can frame my press release to attract those individuals.
We have the foundation with the 5 Ws and the next logical step is to
figure out who we are targeting. I have my target audience, but for
you it might be targetting youth entering university or the everyday worker. It
is also important to note that you are not only writing for your audience, but
also the editor who is reading and publishing your
press release[1]. You want to maintain
simple language and an informal tone; be friendly but professional. You want to
make it newsworthy.
Keep your eye on the bull's eye (your audience) and you won't miss your target. Ready, Aim, Fire!
[1] Ocular
Concepts: Vision Driven Marketing Solutions. (2012, September 13). Press Release Marketing: How to Reach
Your Prospective Clients with News Articles. [Blog post]. Retrieved from http://www.ocularconcepts.us/blc/blog/press-release-marketing-how-to-reach-your-prospective-clients-with-news-articles/
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