We’ve already looked at tips on writing press release headlines and tips for formatting your press release body (the main content). Today let’s look at the last stage of formatting your news release: the end matter.
But first, the all-important question:
What is Press Release End Matter?
In its simplest terms, your press release end matter is everything that comes after your main news story. For example, it includes:
- Your media contact information;
- A call-to-action (CTA);
- Your company boilerplate (your backgrounder or “about us” section);
- Addenda (any additional documents, images, data, etc. you’re distributing with the news release itself).
Now, let’s get to some tips about these things and how you can make your press release end matter more effective.
Press Release End Matter Tips
If you want your press releases to attract media coverage, even the end matter, well, matters. Here’s how you can get the most out of it:
1. Include comprehensive media contact info.
I can’t believe I even have to say this, but I’ve seen too many news releases that neglect it. So…
Always include media contact information with your press release.
It doesn’t matter if you don’t think your news is interview-worthy. It doesn’t matter if you’re only hoping for a few blog pick-ups. If you put out a press release, it better include accurate contact information.
But take that a step further. Make sure it includes comprehensive media contact information.
What does that include? At a minimum, this:
- The name of a media contact person
- Your company name
- An address
- A phone number
- An email address
- Your website address
If possible, based on your press release distribution method, you can also include social media profiles, especially if they’re relevant to your news.
2. Get to the point with your company boilerplate.
If you read some press releases, you’ll notice they almost always end with some background information on the company issuing the release. This is the boilerplate.
To get the most out of it, here are some things to keep in mind:
First, keep it short. In many cases, 50-100 words will be enough. No one is reading your news release for generic background about your company. Your boilerplate is a supplement to show the reader your company is actually worth writing about or otherwise covering in their media outlet. Don’t let it distract from your news.
And second, use your boilerplate to “sell” your company, or someone in your company (such as for an interview source). A good way to do this is to include social proof or impressive statistics of some kind. This is far more valuable than rambling on about your company’s history — unless, of course, it’s that history that makes your company impressive in some way.
3. Keep your call-to-action simple.
After your boilerplate, you’ll generally include a short call-to-action. This is a prompt for the reader to take action to learn more about your news. That might be an invitation to visit your website, or a specific page on it. Or it might be an invitation for them to call your media contact person with questions or to set up an interview.
There’s no need to get fancy with this. “For more information, please [insert what you’d like them to do],” is plenty.
4. Don’t make a mystery of press release addenda.
This is another important reminder that probably shouldn’t have to be said, but does:
If you’re including addenda with your news release, make sure you list those items at the end of the press release itself.
If you don’t tell journalists there’s additional information for them, chances are they’re going to gloss over your release and never see it.
They receive far more news releases than you probably realize. And making images, charts with important data, and other extra information available to them (which can make their life easier as long as it’s well-targeted and necessary) can be the difference between landing a story and having your news ignored.
I hope this series helps you improve your future press release formatting, from headlines to end matter. If you have questions about writing or formatting press releases or want help from a pro in writing your next news release, contact me any time.
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