Incorporating Humor to Get Benefits of Press Release Writing

A press release is a way any brand or organization can tell a story, whether it would be of their achievement or an event. These are text-based announcements that are published to inform people not just in the company but all stakeholders about any significant event or information. When print media was in its full glory, press releases were everywhere. Partly because they are cheaper than other advertising methods. However, many people think that since there is an obvious decline in the print media, PRs (Press Release) are also losing their relevance. Well, that is not the case. Press releases are very creative in forming themselves into the relevance of this new digital media.

This is why publishing PRs on a regular schedule is one of the most effective and common ways to market a company and its offerings. If you are wondering what it is about PRs that make them still relevant? The answer lies in the benefits of press release writing, which include a stable relationship with the media, more visibility and reach, a vital opportunity for brand positioning, etc. Now, any organization can publish regular well-crafted, and well-distributed press releases, what makes yours special? One way to make your press release stand out is to incorporate humor into the writing. Let’s discuss this more.

Why Should You Use Humor in PRs?

Humor in any writing or communication project has its own set of advantages. So, incorporating humor in your press release writing obviously comes with tons of benefits. First, if you use humor in PR writing, you can grab the instant attention of the readers and make your audience curious about what you have to say. People are more interested in sharing something among their own connections if they find something interesting or funny.

Secondly, incorporating humor into the writing would make it distinctive and memorable. If you write a press release following the rules and format, it would be good and journalists, your intended audience would not mind taking it up as a news story. However, when the writing is humorous, they pay more attention, the writing becomes more memorable and your company stands out. So, in a way, humor helps your organization make a positive impression on the target audience and create a lasting connection.

Thirdly, with humor, your writing becomes more persuasive and your credibility gets increased. When you present humorous writing, it shows that you are confident, creative, and most importantly, human. It helps massively in creating a rapport with your audiences and diffuses any kind of tension. You can also use humor to overcome any objections in the minds of your target audience.

How Can You Effectively Use Humor in a PR?

When it comes to press releases, humor can be a very delegate matter. Mostly because PRs are written for professional audiences, and have a distinctive format. So, if you want to use humor in the PR content, it would depend on the content, the audience, and definitely the tone. You need to have a clear understanding of who your target audience is as a first step in using humor effectively in your PR. This would tell you what your target audience expects from you and what they find hilarious.

Most importantly, make sure that your message is clear. Craft the content in a way that your humor is aligned with your brand's identity, voice, and values. When you are using humor in your PR content, ensure that the writing is relevant to the topic of the press release and fits the angle right. So, the bottom line is, don’t use humor just for the sake of it, it needs to fit the tone and topic of the press release. At the same time, it is also important that you stay original with your humor, which would require you to avoid using jokes that are overrated, overused, and obviously clichés. The key is to use humor strategically and in smaller quantities to enhance the quality of your writing as well as your message.

What Kind of Humor Should be Avoided in PRs?

Using humor in press releases is a good way to increase interactions as it helps take out a reaction from the audience. However, if it is used inappropriately, humor can have drawbacks in PR communication. So, when it comes to incorporating humor in PRs, it is best to avoid sarcasm or negativity as there is always a chance that it could backfire and portray your brand as rude or insensitive. In addition to this, if your humor appears to be misleading, unrealistic, or exaggerated, it can hinder your organization’s credibility and trustworthiness, making your company look irresponsible and dishonest.

How Can You Measure the Impact of Humor in the PR?

The first rule of humor is that it is subjective and unpredictable. So, measuring the impact of it in the press release is an important step if you are actively using humor in the writing. You can test what or how much impact humor in your PRs is making by testing it in a small sample on your target audience and then asking for their feedback. Now the process of measurement starts. You need to track your metrics along with the views, clicks, comments, shares, mentions, and overall coverage. Now, as the last step of the process, evaluate the results based on quality. The feedback, the tone of media coverage, and the company’s reputation on the market. This will tell you how much the humor has affected your campaign, and your company’s objectives and goals.

When humor is used appropriately in press releases, it leaves various advantages for your brand and its reputation on the market. Now that everything happens in digital media, writing a well-crafted PR with humor incorporated will immediately get you the attention of not just journalists, but also influencers, and bloggers. They will appreciate your effort and in return, your PR will get published in the media and news outlets, along with different social media platforms. This increases your brand’s visibility and audience reach massively.