How to choose the right angle for your press release

Writing a press release doesn't start with the first paragraph, but with choosing the right angle. This is a crucial step because a good angle determines whether your news is relevant and interesting enough for the media to pick up. But how do you choose the right angle? In this blog, we'll explain how to approach this so that your press release stands out and reaches the right people.

One of the most important elements of a press release is that it must contain news. But what exactly is news? News doesn't always have to be big or world-shaking. As long as it's something new for your target audience or the media, it can be interesting. Even if a certain event happened some time ago but hasn't been picked up by the media yet, it can still be valuable to send a press release about it.

For example: suppose your company developed innovative technology a year ago that is only now coming to market. Although the development itself started some time ago, the fact that the product is now available is news for your target audience. This is a strong angle for a press release because you are sharing something new with a broad audience.

Another good angle for a press release is sharing an original idea or a unique approach. Is your company the first to apply a certain strategy or fill a new market gap? These types of stories often grab the attention of journalists because they bring something new to an already crowded news cycle.

For example: suppose you've developed a sustainable packaging solution that has never been applied in your industry before. Sharing this innovative idea can be a perfect trigger for a press release. You offer the media something fresh and relevant, which can help them share your story with a larger audience.

Here are some common triggers for writing a press release:

• The launch of a new product: This is a classic example of a good angle. The media is always interested in what's new on the market.
• An important business award: Have you won an award with your company or one of your products? This is an achievement definitely worth sharing.
• The appointment of a new director: A change at the top of a company can create interesting headlines, especially if the new director is a prominent name.
• The opening of a new location: If your company is expanding into a new market or region, that's relevant news for local and industry media.
• A major Investment or funding round: Securing new funding can be a sign of growth and success, which is an attractive story for the media.

A common mistake when writing press releases is wanting to say too much. While it's understandable that you want to share multiple achievements or updates, it's important to focus your press release on one core topic. This ensures clarity and prevents your message from coming across as confusing or incoherent.

By focusing on one subject per press release, you keep it concise and strengthen the impact of your message. Moreover, you create more opportunities for future press releases about other important events or milestones.

Suppose your company is launching a new software product. Instead of also mentioning other business news such as a recently won award or a move, focus entirely on the product launch. The headline could be: "[Company Name] Launches Innovative Software That Helps Businesses Work 30% More Efficiently." The rest of the press release then delves into the features of the product, the benefits for the user, and why this product is worth it for the market.

Choosing the right angle for your press release starts with finding what is truly newsworthy and relevant for your target audience. Whether it's a product launch, a unique approach, or a milestone in your business history, a sharp focus and clear core message are essential for a successful press release.

With Presscloud's tools, you can not only write effective press releases but also distribute them targeted to the right journalists and media. Choosing the right angle can make the difference between a press release that grabs attention and one that is forgotten.