3 Tactics to Boost the Impact of Your Press Releases

Press releases remain a large chunk of daily PR writing. The real difficulty lies in getting journalists to read them, especially the ones chock full of numbers and analysis. Of course, the business audience expects facts and figures -- and you need them to validate your points -- but an additional element is essential to ensuring your message resonates: Compelling narrative. Jim Holtje, author of "The Power of Storytelling: Captivate, Convince or Convert Any Business," explains: "For most of us in the corporate or agency arena, we predominantly hear the analytical, but we remember the stories the most."

Here are Holtje's tips on adding impact to your press releases with storytelling.

Seek more balance in your PR writing. It's not about eliminating facts and figures -- you just need to create more balance. Before you start writing, ask yourself, "When I write this press release, how can I make the writing more balanced? If I can't include a full story, can I include an anecdote, or an example, or two?"

Play the role of reporter. You need to investigate in order to get compelling narratives. The stories are out there. When you gather the info you get for your next press release, ask that person, "are there any stories we can tell?" If they don't know, play the role of reporter. Work the org. chart, email, get on the phones -- be persistent, but friendly

Demonstrate value. If you are using measurement in your press releases, consider employing your pre-storytelling communications. As you begin to introduce storytelling, measure how much of your message was retained and understood thanks to the stories. Afterwards, make those metrics available to management. With a hard metric in hand, it's a lot easier to sell storytelling to upper management.

Follow Lucia Davis: @LKCDavis



About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.