Mastering the “Micro” Press Release for Upitch App
Does the thought of condensing your brilliant PR pitch or press release into Upitch’s 400 character format freak you out a bit? Perhaps you’re wondering how you can possibly make an impression on journalists, bloggers and influencers in 400 characters when you’ve always relied upon 400 words (give or take) to get the job done.
Well, here is an interesting tidbit of information that made us cringe (as you will too), but also gave the Upitch app some sweet validity, so we can’t complain. According to a recent article on NYTimes.com written by Timothy Egan, “A survey of Canadian media consumption by Microsoft concluded that ‘the average attention span had fallen to eight seconds, down from 12 in the year 2000.’ We now have a shorter attention span than goldfish, the study found.”
Taking this new reality into heavy consideration, it’s time to condense the information PRs share with journalists to make it more easily digestible at first. Once a journalist swipes right on your micro-pitch or press release and is keen to learn more, by all means give them the full court press at your discretion.
But in the meantime, going micro is where it’s at, at least if you want the journalist to actually read everything you wrote. But how can I be effective doing this you might ask? This is really nothing new, as we have all heard of the “elevator pitch,” right?
Here are our tips for mastering the art of the micro pitch and micro press release on the Upitch App:
Get playful with words. Here is your chance to go all Shakespeare and figure out the most effective use of word play to get your point across with the least amount of word padding. Play around with your headline like it’s Egyptian Hieroglyphics until you’ve got it just right. You’ll be proud of yourself when you craft the most brilliant micro-headline ever.
Make like you’re in middle school and type out: who, what, when, where, why and how. Now put a colon next to each of these words and write one sentence in answer to each one. Study what you wrote and see what fat can be trimmed and what info is non-negotiable. Then put it in paragraph form and count the 400 characters in a word document. Re-arrange wording and descriptions until you have figured out how to say a whole lot with a whole little.
Upitch gives you up to 5 free images. Use them!! A picture is worth 1,000 words. That’s a symbolic 5,000 words, people! Images should get journalists visually and emotionally engaged in what you have written and pull them in. Illustrate your pitch or press release with thought and care.
Study digital media, because their headline game is super tight. AOL.com, CNN.com, you get the idea. Their editors know how to pack a punch in a sentence. Study how they word their headlines and blurbs for clickability and learn from them.