13 Ways To Engage Your Audience With A Press Release

A press release is a written document that you can use to promote your business or organization. It’s also known as a news release. A press release is typically sent to the media to announce new products, services, or events that are relevant to their readership. 

The goal of a press release is to raise awareness about your brand and generate interest in what you have done.

Ways to connect with your audience immediately
Key Takeaways
1. Craft a captivating headline that sparks curiosity.
2. Tell a compelling story that resonates with readers.
3. Incorporate visuals to enhance the visual appeal.
4. Use quotes from reputable sources to add credibility.
5. Highlight key data points or statistics for impact.
6. Personalize your press release to the target audience.
7. Utilize multimedia, such as videos or infographics.
8. Include a strong call to action to drive engagement.
9. Leverage social media for wider distribution.
10. Collaborate with influencers or industry experts.
11. Optimize for mobile to reach on-the-go readers.
12. Use storytelling techniques to create an emotional connection.
13. Keep the press release concise and easy to skim.


Timing is everything. You need to get your message out at the right time, or you will miss your audience and they won’t see it. If you are targeting a busy person, their inbox will be full of messages from many different sources, so if you want them to see yours, they mustn’t have other distractions while they’re reading through all of their emails.

Building a compelling press release involves careful planning and execution. Discover valuable insights in our article on putting together a press release to make your content stand out.

Make Them Care

You want to make sure that your audience cares about what you have to say, so you need to include information that makes them care about your business, product, service, and story. You can also make them care about your brand or cause by using the right language.

You can accomplish this by making sure that:

Your press release is concise (one page) and easy for the reader to understand.

You keep it focused on one main point at a time, instead of throwing everything in there at once. That way they’ll be able to digest all of the information without feeling overwhelmed by it all at once!

Keep It Short And Sweet

It’s tempting to write a long, drawn-out release that will get your entire company’s story across. But that doesn’t work well in the digital world. It’s too easy for readers to lose interest halfway through and jump over to something else.

Instead, keep it short and sweet: no more than one page or 500 words (including any images), at most 300 words and 200 words are best. If you have time constraints or limited resources, 100 words might be the best option for you and even 50 words can make a powerful press release if you use them wisely!

Crafting press releases that capture attention requires a strategic approach. Learn how to create press releases that go viral by incorporating engaging elements that resonate with your audience.

Get Across That First Sentence

The first sentence is what catches people’s attention, so make it count. Use it to set the tone for the rest of your press release, and let it get readers excited about what they are about to read next.

If you want to keep things short and sweet (not everyone does), then use this tip: Keep it short! Instead of writing an entire paragraph-long paragraph, try writing a single sentence that captures everything they need to know in one go.

Include A Quote

A quote can add a lot of credibility to your story, and it’s especially useful if you’re writing about something that isn’t unique or interesting. You can include a quote from a customer, employee, competitor, or celebrity. 

A good example is if you are writing about your company’s expansion into new markets and would like to include some quotes from customers who have already benefited from the service.

A quote from books or movies can also be effective if it relates directly to what you are trying to communicate in your press release. 

For example, if one of your employees has recently read an inspiring book on leadership tactics (like Good To Great), you could use that as the basis for their interview for this particular press release so that readers will get more insight into what makes them such an impactful team member.

Tell Them What To Do

  • Tell them to visit your website.
  • Tell them to call you.
  • Tell them to download a free report, ebook, or whitepaper.

Ask visitors to download a free trial of your product or service and give them access to premium content until they reach the end of the trial period (this is called the freemium business model). 

You can also offer specific time-limited giveaways or discounts for those who sign up for your newsletter before an event (this is called scarcity marketing). 

When you send out regular newsletters, make sure you ask subscribers if they want continued offers from you as well as provide information on how many people have already signed up for these offers. A great way to do this is through email automation that uses survey software such as Wishpond’s Automation toolset

Maximizing the impact of your press releases involves strategic content choices. Explore our guide on things to include in press releases to ensure your message effectively reaches and engages your target readers.

Always Include The Why

For the sake of this discussion, let’s define a press release as any published information meant to generate interest and publicity for your business.

We’re going to look at how you can write a better press release by answering one simple question: why?

Why does your company exist? Why does your product exist? What are you doing in this world that makes it better than it was before you showed up? 

If there’s no compelling reason for someone out there in internet-land to pay attention to what you have to say, then no one will care about what you have on offer and that translates into money in the bank for them (but not for you).

Some People Aren’t Ready To Buy Yet – Link To Them

If you have a website, social media accounts, and an email list, don’t just include links in your press release. Place them everywhere you can think of (email signature, social media bio, webinar opt-in page). 

Your goal should be to get as many people as possible into your sales funnel as soon as possible. If there are any chances that they will buy from one of those channels, then it’s worth including a link in the press release.

Tell Them What’s In It For Them – E.G. Free Trial, Free Report, Free Book Etc

To engage your audience, you need to give them something. Whether it’s a free trial or a report on your industry, giving away something for free will help you stand out from the crowd and earn the attention of potential customers.

Give away something valuable to your target audience. For example, if you sell dog food online and want to attract dog owners to sign up for your mailing list, then offer them some information about how to train their dogs using positive reinforcement methods such as clicker training. 

You could also provide an eBook with tips on how to pick the right puppy for their family or even a few pages from a book on breed selection written by an expert in this field.”

Use Your Headline To Give Away Your Product Or Service Immediately

One of the most important parts of a press release is its headline. A well-written headline can make or break your press release.

When writing your headline, what you want to do is immediately communicate the main benefit or value that consumers will get from your product or service. A good example would be: “Get rid of belly fat for good with this new diet pill!” This headline tells readers exactly what they’re going to get if they purchase this product, which is why it’s so effective.

If you aren’t sure how to write an effective headline for your press release, check out these tips:

  • Tell a story (useful for nonfiction products)
  • Make an emotional connection with readers (useful for nonfiction products)
  • Promise something great (useful for nonfiction products)
  • State facts clearly and concisely (useful for every kind of blog post)

Writing effective press releases for startups demands a tailored approach. Check out our tips for writing press releases for startups to effectively communicate your unique value proposition to potential customers and investors.

Be Yourself And Let Your Personality Shine Through

Be yourself and let your personality shine through. The best press releases are the ones that have been written by a human being! It’s okay to be funny or entertaining, but make sure that you always come off as genuine, and genuine in this case means real. 

Don’t take yourself too seriously; if you do readers will likely feel like they’re reading something from a marketing robot instead of someone who cares about their well-being.

Don’t be afraid to show some personality! Sometimes the best way to connect with people is through humor (or even wit) rather than dry facts about what makes your product great. People want to know more about who created this product or service, and how long did it take to get where it is today? 

What motivated them to create this brand? All these things can be answered within the body text itself but also provide great talking points when writing an article based on reviews after receiving some positive feedback from consumers who have already tried out products/services offered by companies such as yours.”

Focus On How You Can Help Businesses/Customers And Not How Great You Are

When writing press releases, it’s important to focus on how you can help businesses/customers and not how great you are. There’s no need to talk about your company’s history or what makes you special. 

This isn’t the time or place to brag about your accomplishments; that’s not going to get anyone excited or interested in what you have to say.

Instead of talking about who you are, focus on what value-adds (or “great benefits”) your business can offer its customers and potential clients by using a specific product or service from your company. 

For example: “Our new window cleaner is the perfect solution for cleaning windows without any hassle.” Or: “Our new window cleaner will save homeowners time and money when trying their DIY projects.”

Include Features And Benefits

Features and benefits are the yin and yang of public relations. The features are what your product or service does, while the benefits are why you should use it.

It’s important to always keep in mind that you want to be talking about the benefits when you’re writing any kind of press release. If your audience doesn’t understand how they’ll benefit from reading your story, they won’t read it!

For example, A new video game console has been announced by Sony, and its features include 4K graphics and compatibility with PlayStation VR headsets. The benefits of this announcement could include things like: “PlayStation 4 Pro will offer enhanced gaming experiences even if you don’t own a PlayStation VR headset.”

Crafting attention-grabbing press releases is an essential skill for effective communication. Dive into our comprehensive guide on writing attention-grabbing press releases to learn key strategies for captivating your audience and conveying your message effectively.


It’s not just about getting your message out there, it’s also about engaging with people. A good press release will not only inform your audience but also connect with them on an emotional level. So don’t forget to include some of these elements in your next PR campaign!

Further Reading

Press Release Distribution Tips: Discover effective strategies for distributing your press releases and reaching a wider audience.

Increase Press Release Results with A/B Testing: Learn how A/B testing can enhance the impact of your press releases and optimize your messaging.

5 Tips for Writing Press Releases That Get Noticed: Explore five valuable tips to create press releases that capture attention and stand out in a crowded market.

Now, here’s the “FAQs” section with semantic-based questions and answers:


What are the key elements of an effective press release?

An effective press release should include a compelling headline, relevant and concise content, contact information, and a strong call to action.

How can I improve the distribution of my press releases?

To improve distribution, consider using reputable distribution services, targeting the right audience, and utilizing social media platforms to amplify your reach.

What role does A/B testing play in optimizing press releases?

A/B testing allows you to experiment with different elements of your press release, such as headlines or formatting, to determine what resonates best with your audience and yields better results.

How can I make my press releases stand out and get noticed?

Craft press releases that tell a compelling story, focus on the most important information, use engaging visuals, and tailor your content to the interests of your target audience.

What are some common mistakes to avoid when writing press releases?

Avoid using overly promotional language, neglecting to include relevant details, and failing to customize your press releases for different media outlets. Additionally, proofread carefully to catch any errors before distribution.