Beyond PR

Nov 08, 2013

Content We Love: A Press Release Built for Action


This week’s standout press release isn’t loaded with multimedia, but it caught my attention nonetheless due to excellent presentation of text elements.  Issued by Edcite and titled, “Edcite Puts Teachers in Control of Common Core Practice,” this press release is designed to both tell the story to interested media and bloggers, and encourage direct action from the audience. lil tweet

There are quite a few things I like about this story, including:

  • The snappy headline captures initial attention, and the subhead keeps the momentum going, providing incentive to keep reading with a strong news hook.
  • An ultra-streamlined lead paragraph surfaces key messages using bullet points, rather than burying them in subsequent paragraphs.  This tactic increases the likelihood that a reader will stay on the page, rather than bouncing away.
  • The streamlined lead is immediately followed by a call to action in the form of a link readers can follow.
  • A quote from a teacher involved in the development of Common Core curricula adds another dimension of interest and credibility.   Even better, it reads like a mini-story, highlighting a problem the Edcite solution solves.
  • The quote is followed by a video link, offering yet another call to action, and encouraging additional engagement and reader interaction.

As I read through this release, I was struck by how deliberately the author used different elements to maintain reader attention.   The entire message is tight and focused, while still very readable and relatable.     A text-only press release can be a rich and engaging experience for readers, as this message from Edcite clearly proves.   My compliments to the authors on a job well done. 
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the newly-published ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

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