Press releases come in all sorts of styles and it’s vital you construct one that’s right for your business, and matches your business personality. It also needs to match your target market. If your press release isn’t angled properly to catch your market’s attention, you might as well not bother writing it at all. But how do you go about targeting large areas and exposing your company to the correct people? Structure is the key.

One of the best ways to attract reader attention is to create a story. The mind is naturally attracted to a story, which is why metaphors and comparisons work so well in all forms of writing. Getting your readers involved in a story for your online press release means that they’re likely to absorb all of the information in it. This is definitely the best-case scenario for any press release, as most internet users move on swiftly from online content as attention spans decrease. The internet is vast, remember, and it’s crucial to hook your reader as high up the press release as is possible.

Almost any event has a story in it, if you look at it from the right angle. Here are some options for you to consider:

- Real life stories: Use real life examples of how your product, service or business helped your customer base in their daily lives or routine. Customer testimonies come in handy for this type of press release

- Your own experiences: Sometimes, the journey of a company can provide fascinating reading for the general public. This needs to be tackled in the right way so as your copy doesn’t come across as self-important

- The journey of your product to the shelves: If your press release is about a particular product or service, consider tracing its route from its inception. The move from theory to research to reality has been the basis of many successful news stories

Interest is the key word here. If you can attract a reader’s interest early enough then they’ll be willing to stick with your story until the very end.

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