The change of season is evident through the marketing approaches as well since the marketing trends are changing constantly. While there are many marketing trends emerging in, Press releases prove to be one of the greatest tools of marketing. However, some marketers consider that PRs are dead in the modern era. However, it is not true. Press releases might have gone through many changes from their authentic format however; they never lost their importance in the market. The traditional PRs nowadays are comprised of many other elements of multimedia and SEO that make them even more powerful.
A recent report shows that more than 63% of editors and writers look forward to press releases, considering them one of the most important and authentic sources of information. PRs might have gone through a bit of change but what remains the same is their purpose and approach. A press release is not complete unless it follows the rule of 5W’s. 5 W’s of a press release writing is what remains intact.
What is the rule of 5W’s?
The five W’s stand for who, what, when, where, and lastly why. These are basic questions that hover in every reader’s mind and answer all of them can help the readers in gathering information. The reason to follow this rule is to make the PR more reader-friendly and provide all the necessary information that readers might like to know. Usually, the rule is applied at the beginning of the content to offer solve all the queries of the readers beforehand and enable them to read the content. Eventually, most of the curious visitors will be guided to the destined business website page.
Significance of 5W’s
The ‘Who’
The first thought that occurs before writing a press release is who needs to read the content. Deciding upon the matter, the approach of the press release also changes. Whether your target audience is potential customers or investors, the approach will change every time. Usually, it depends on two kinds of perspectives, trade media and consumer media. Trade media is specially focused on the specific trades and technical aspects of the business while consumer media is only utilized to reach out to a larger number of mass consumers. Determining the ‘Who’ is the first and most important step.
The ‘What’
Press Release is more of an official document that shares important information regarding a company or business such as product launch, new services, announcements, and so on. In each case, there is a particular story regarding which the content is crafted. The ‘what’ explains the story and purpose of writing a press release to the readers. Usually, the PRs are crafted by following an ‘Inverted Pyramid’ structure where the most important information stays at the top and less important portions stay at the bottom. It makes the content more engaging and effective.
The ‘When’
Press releases are time-sensitive and it is ought to be that way since it consists of a news-like essence. Being early is great in this case as it offers enough time to generate the response and lets consumers take their decision. Whether it is a trade show or any particular event that requires a public response, publishing a PR beforehand is always a great option. Similarly, product launch and service launch content need to be published earlier than the launch to gain more attention successfully on the day of the event.
The ‘Where’
Though PRs can provide both regional and global exposure, the location of the company or the event should be mentioned always. It does not only let people find the source more effectively but also increases the authenticity of the content. It also enhances their purchasing behavior after knowing the business exists nearby. It is beneficial for both offline and online businesses.
The ‘Why’
It is perhaps the most important element among the 5W’s as it explains why the press release is crafted. Every business or company thrives to reach its business goals and the goals need to be clearly explained to the customers. It does not only make a transparent approach but also generates more trust among the readers.
Target the right audience, explain the purpose, publish it timely with location, and express the aim of business; thus an effective Press release is crafted. PRs do not only offer press coverage but also enhance the business’s growth along with brand awareness. With the first quarter of the year has already started, it is the best time to execute PR marketing.
