7 Points To Include In Your eLearning Press Release
An eLearning press release is a brief statement intended for the media and, in some cases, the general public. It typically covers a newsworthy eLearning story that prompts readers to learn more about the topic. As such, an eLearning press release can be a valuable marketing tool when well-written. But how do you know what to include in your eLearning press release, especially if you're new to the world of online marketing? Here are the must-have elements that EVERY eLearning press release should feature.
1. Headline And Summary
The headline is what pulls readers in and makes them want to know more. It should be attention-grabbing, but concise, and clearly state the message of the eLearning press release. Ideally, the headline must pique their curiosity without being too ambiguous. Be specific about the topic you're covering, the news angle, and how the information will benefit readers. The headline should be followed by the summary, which provides further explanation about the eLearning event, product, or service. Keep it under two sentences, as the body of the eLearning press release will delve deeper into the topic.
2. The 5 W's
Now that you've got them hooked, it's time to state the facts. This usually involves the 5 W's, which give readers all the information they need to make a decision. That decision is whether they will click on your eLearning site, purchase your eLearning product, or sign up for your eLearning event. At the very least, they'll want to learn more about the topic. Here are the 5 all-important W's:
- WHO
The people involved, such as the hosts of the eLearning event or the individuals or companies behind the trend. If you're offering an eLearning product, highlight the developer or inventor. In some cases, the WHO can also be the consumers or clients that you are targeting. - WHAT
The eLearning product, service, or event, itself. Be clear about the features and specs, without being too verbose. Remember, if they want more information they can always visit your eLearning site. In fact, that's the ultimate goal, as it boosts your traffic and leads to higher conversion rates. - WHERE
The location of the eLearning event or where they can purchase the eLearning product or service. If the eLearning event is hosted online, then this would direct them to your website. - WHY
The reason why readers should care about the topic, as well as how it will benefit or impact their lives. For example, a new eLearning course might help them build essential skills so that they can climb the corporate ladder. - WHEN
The date and time of the eLearning event or the release of the eLearning product or service. If you are covering an eLearning trend or story, your eLearning press release may feature multiple dates.
3. Contact Info
After reading the eLearning press release, those who are interested should be able to contact you quickly. Thus, you must include a valid contact name, email address, and website URL at the top of the eLearning press release, and a phone number at the bottom. The phone number is primarily for members of the media who need more information before printing the piece. Also, bear in mind that some journalists will use your eLearning press release as a springboard. As such, they may need to get in contact with you to gather more details.
4. Boilerplate
A brief explanation of the company or organization who is providing the eLearning press release. Boilerplates are typically for members of the media or editors who need more background info. This is also the section to mention if photos are available, so that journalists can request them prior to publishing.
5. Relevant Quotes
Quotes boost the credibility of your eLearning press release, provided that they are from reliable, relevant sources. Ideally, you should include at least one or two quotes from experts or eLearning industry professionals who can offer valuable tips or insights. If you are unable to obtain quotes from anyone in your organization, consider reaching out to eLearning experts on social media. For example, members of LinkedIn or Facebook groups who know a great deal about the topic. In some cases, you can even use brief client or customer testimonials in your eLearning press release.
6. Notable News
The primary objective of your eLearning press release is to promote your eLearning event or service. However, it must also have a newsworthy angle that sheds light on an interesting topic. And this is one of the most challenging aspects of writing an eLearning press release. Your product may not be associated with any current eLearning event or trend, which means that you'll have to get creative. Research some of the hot topics that are circulating at the moment and find ties to your own. Another option is turning your eLearning product or service into a noteworthy eLearning event. For example, re-releasing your eLearning product or service with new upgrades or hosting an eLearning seminar to discuss it.
7. Multimedia
eLearning videos, podcasts, and other multimedia are essential for eLearning press releases. For instance, if you are publishing your eLearning press release on your eLearning website or an online news organization. However, the media should ALWAYS relate to the subject matter and serve as a support online resource. In other words, the multimedia shouldn't be the focal point of your eLearning press release. You still need to provide your readers with all of the pertinent details in the body of your eLearning press release. If they are interested, they have the opportunity to click through to your video or audio eLearning content.
Though all of these elements are essential, the most important thing is your target audience. You must know who you're writing the eLearning press release for and which information they need to stay informed. This applies to members of the media, potential clients or customers, and online learners.
Looking for more information on eLearning press releases? Download our FREE eBook: The Definitive Guide to eLearning Press Releases and discover everything you need to know about writing a polished eLearning press release.
