PR Pro Tips: 5 Steps to Draft a Newsworthy Press Release

RE/MAX Excellence’s Tim Kelly Kiernan is always up for media opportunity—from breaking down the latest housing report to discussing the impact the Raiders move to Las Vegas will have on the real estate market. Most recently, he educated buyers in Las Vegas about the frightening wire fraud scam that is plaguing the market for a feature segment on KSNV-TV NBC Las Vegas. Additionally, he was recently quoted in a national article where he discussed 2018 housing market trends in Las Vegas.

How to Successfully Draft a Press Release

Did your brokerage hit a new milestone? Did you open a new office? Has one of your top agents won a prestigious award? All of these examples offer a prime opportunity to draft and issue a press release. A press release is an official announcement of a company or office happening and are typically reserved for big announcements like those mentioned above. Below are a few tips and tricks to help draft exciting compelling and newsworthy press release that media will be excited to read.

Who, What, When, Where

These are the essential pieces of information every good press release needs. When writing, make sure to include who the announcement is about, what you are announcing (e.g., new office, award, etc.), when the announcement happened or is happening, and where it is taking place. All four of these points should be included in the first paragraph of the release.

Why is it Important?

The meat of a compelling release discusses why the announcement is important and how it impacts the industry or community. For example, if you are writing a release about opening a new office, you should include how the new office will serve the community and what local residents can expect from your business.

Who Says?

Another marquee of a great release is an inclusion of a quote from a top agent or the broker/owner. This provides credibility to the release by sharing with readers the importance of the announcement in their own words. Plus, press release quotes can be leveraged by media for soundbites. The quote has a two-fold purpose. First, the speaker should express excitement around what is being announced and the second part should focus on the impact the news will have on the larger community.

What Else?

In addition to the above, press release should include a title, locations, date, link to the brokerage’s website where reader can go to source information, and a boilerplate—a blurb that provides details about the company including where it is located, how many agents are employed, and how long it has been in business.

When in Doubt…

Check the RE/MAX Marketing Portal, there are several templates to get you started and make drafting a killer press release easy!



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