When writing a press statement, you need to remember that you’re reacting to something of importance — such as a crisis or addressing audiences about new developments that could change the way they interact with your business or organisation.

Remember, a statement is not the same as a press release, which carries less content and is normally created for news purposes and to gain third-party publishing.

A press statement is important when you are looking to communicate new products, services, expand public knowledge and to address a public relations crisis regarding your business or organisation.

But, the most important part is how you write it — your clear argument, consistent subordinating ideas and clear focus of your central idea is what makes your press statement great!

media update’s Nakedi Phala shares the secrets of writing an exclusive press statement for any communication purpose.

Without wasting time, here they are!

Secret #1: Use facts

Master the art of being able to differentiate between fact and opinion when writing your press statement. This means avoiding writing about how you emotionally feel about the particular subject in your statement.

Let’s suppose you have to write a press statement to address a crisis for a brand that you represent. It’s important to keep in the back of your mind that what you write can make or break your client in the public eye. You, therefore, need to use the facts as they are; do not exaggerate, use jargon or add ‘colour’ by using words that can likely confuse the audience and stakeholders. Deviating from the initial message can come back to bite you later on.

This is the time to call a spade a spade; report the information as it is and don’t reduce or add unnecessary information that can dent your credibility or the brand’s reputation. Keep your press statement simple and to the point.

Secret #2: Add a human voice

As a PR pro, you need to dive deep into your communication strategy and explore how you can incorporate a human tone of voice instead of a business tone of voice. Why? Well, a human voice is more engaging as it equips your brand to be more relatable to its consumer base.

By using a human voice, you create a conversation that improves the impact of the message and, overall, the audience’s response towards your business or organisation that you represent.

Using a relatable voice also creates the impression of transparency in your messaging and fosters a more relaxed dialogue with journalists. This is especially true if the press statement will be used during a press briefing.

In effect, the use of a conversational, human voice to communicate the affairs of a brand reduces the motions of a crisis and maintains a calm mood, which helps build the audience's cogent trust in your business or organisation.

Secret #3: Consider the power of authenticity in your writing

In order for your message to resonate and connect with the intended audience, you need to write in a manner that gives the audience a reason to trust you. How do you do this?

Well, authenticity comes with connecting your personality with your writing — so you should write in the very same way you speak. This differentiates your writing from others, making it original — and therefore interesting and attractive. By doing this you allow the reader or listener to connect with the unique rhythm of your message contained in the press statement and create more engagement with them.

When you allow yourself to be authentic, it shows in your writing and you will enjoy putting together the content — be it for a crisis or a press statement to communicate important information. Being authentic in your writing also roots out the doubt and fear that might be present in your statement. This makes your writing style resonate with confidence and, therefore, easily gain the reader’s trust in what you say.

Secret#4: Be consistent

As a PR pro, it’s crucial to maintain consistency when writing a press statement. You should be taking into consideration things such as word choice, thought repetition and style. Your writing must flow in order to effectively deliver your intended message.

One of the best practices to have is to ask someone, who you believe is unbiased, to read your press statement and hear their opinion on your content. Having a fresh eye and different perspectives will help to further refine your content.

Remember, be consistent in your editing to avoid any spelling blunders that might embarrass the entire company or organisation. Skim through it, edit it yourself and then ask a professional, such as a journalist, to edit for you and proofread your work. Once you’ve done that, you’re ready to rumble!

Have any secrets of your own that will better a press statement? Let us know in the comments section below.

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Now that you know how to cook up a great press statement, check out these Three ways to write an impressive press release.