I fear sounding like a broken record, but that’s not going to stop me from saying it again: Make me care.
I know that I just wrote about this, but I was inspired to revisit the topic when I read Amanda Ameer’s Life’s a Pitch blog posting today. This week she is asking the same eleven questions of different New York City publicists. Today, she posted the answers of Steven Swartz, who is the founder of Dotdotdotmusic, which provides PR and consulting services to the new music field.
Here is an excerpt from the post:
What is the purpose of a press release? And what, in your opinion, is the most important aspect of a press release? How does that element accomplish the purpose?
I think any publicist would agree that it’s not enough to convey the essential information — you have to answer the reader’s unspoken question, “Why should I care?” Ideally, all of the elements of the release work together to provide that answer, but the heavy lifting is accomplished by the narrative you create in the release, and the context you provide to support and enrich that narrative.
So there you have it. Another voice who reminds us that whether you are writing a press release, a brochure, a website or any other marketing material — make sure it answers the question, “Why should I care?”
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