Catching Their Eye

A lot of press releases can be overlooked even when they have an attention grabbing headline and newsworthy content. Why? Because it's not visually appealing. Your content may be newsworthy, but if it's written in such a way that it hinders the audiences' readability you can be sure that your audience will move on to the next headline.

Just like our little red friend here, you want your press release to visually stand out to ensure your message is being communicated and viewed (ie. Listen To Me!).

Here are a few ways to make your press release visually appealing:

• Headlines: Make sure your headline is bold and prominent. You want it to grab the audience and intrigue them to read your press release.
• Graphics: Don't be afraid to add in a graphic or photo to enhance your press release. Be sure to make sure it is relevant.
• Length: Keep the text to one or two pages double spaced.

Mary Ellen Guffey, Kathleen Rhodes and Patricia Rogin emphasize some key techniques, in the Business Communication: process and product textbook, to enhance the look of business writing, as well as improve readibility for your audience.

There are a number of techniques to improve readability for your audience:

• Vertical list - for example: 
• Bullets
• Numbered lists
• Highlighting Words
• CAPITAL letters
• Underlining
• Bold type
• Italics

(Guffey, Rhodes, & Rogin, 2011)

Be sure to use some of these visual techniques to catch your readers' eyes. Your press release will have persuasive content, as well as a persuasive look, which will only add to the effectiveness of your message. 

References:
Guffey, M. E., Rhodes, K., & Rogen, P. (2011). Business Communication : Process and Product. (6^th ed.). Toronto: Nelson.