A press release catches the attention of journalists. The goal is to encourage a journalist to learn more about the topic or product at hand and do their own reportage and writing. But what about a mat release?
This style of branded content fills a hole on a newspaper page or website, as-is. It should read like a traditional feature story you would see in a newspaper or magazine.
Here are the major differences in structure between mat releases and press releases:
A press release headline promotes a specific issue or item. In contrast, a mat release headline should have a broader focus.
A boilerplate message can take up a lot of real estate in a press release. In a mat release, this information should be brief. It should mesh naturally with the rest of the content.
Unlike in a press release, slogans, superlatives and self-promotion should be kept to a minimum (or avoided altogether) in a mat release. For example, you shouldn’t refer to a product as “the only” or “the best” solution.
In a press release, the information usually revolves around the product, service or issue being promoted. On the other side, a mat release needs a “why?” that appeals to the average newspaper editor and a broad readership. It aims to educate the general public
A traditional conclusion to a press release is a line item on where to turn for more information, whether that is a phone number or a url. A mat release, however, should end with a kicker sentence, just like a newspaper feature article would.
The right vendor can help you draft an effective release and is absolutely crucial for successful distribution. Learn more about how StatePoint can help you with this style of press today.
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