If you’re like most small business owners, you probably have little time to spare. But here’s the good news: writing a great press release doesn’t require a lot of time or effort. You just need to know how to do it right. To help get you started, I’ve listed 25 tips below that will make writing press releases easier and more effective.
These tips apply to all types of businesses from restaurants and retail stores to professional services firms and travel agencies and can help you save valuable time so that you can spend more on what matters most: running your business!
| Takeaways |
|---|
| 1. Craft a clear and compelling headline. |
| 2. Start with the most important information. |
| 3. Use a concise and engaging writing style. |
| 4. Incorporate relevant quotes for authenticity. |
| 5. Focus on the key message without unnecessary details. |
| 6. Include contact information for inquiries. |
| 7. Highlight the unique angle of your story. |
| 8. Proofread and edit meticulously for errors. |
| 9. Tailor your press release to the target audience. |
| 10. Use bullet points to organize information. |
Create A Press Release Checklist
Next, use a checklist to make sure you haven’t forgotten anything. Here are some questions to ask yourself:
Have I written down my headline? What is it? Is it short, punchy, and interesting?
Have I written the body of my press release? What will be included in this section what facts and figures do I have at my disposal that might be relevant to this story? Who will be quoted in the piece (yourself or another person or organization that you reached out to)?
Do I know what types of quotes work well in a press release: direct quotes from people who are experts in their field, statistics, or other data points?
Building a perfectly crafted press release doesn’t have to take hours. Learn how to save time while maintaining quality with our tips in How to Write a Perfect Press Release in Just Minutes.
Write Your Headline First
Writing a headline first is a surefire way to ensure that your press release will get noticed.
Headlines are the first thing people see when they come across new content, so it’s important to make them count. If you want to write an attention-grabbing headline that will make people want to read the rest of your press release, here are some tips:
Use numbers or dollar signs. People love numbers and dollar signs! You could try something along the lines of “5 Tips For Writing Headlines That Get Results” or “The Best Ways To Get Your Press Release Shared On Social Media.”
Ask questions. It might seem obvious, but asking questions with answers that aren’t obvious is one of the best ways for grabbing attention with headlines and if you want even more bang for your buck, ask multiple questions in one headline!
So instead of going with something like “How To Write A Press Release,” how about “What Are The 5 Most Common Mistakes Made When Writing Press Releases?”
This type of question will intrigue readers who don’t know what those mistakes might be! They’ll click through just to find out more info about them (which conveniently points back towards whatever product/service/startup/cause we’re trying to promote).
Focus On Being Objective, Not Subjective
Use the active voice as much as possible. In the active voice, the subject acts as a verb: “My team and I built this product.” In contrast, in passive voice constructions (which are often more complicated than necessary), an object receives the action instead: “This product was built by my team and me.”
Use the imperative mood when you want to sound commanding or forceful: “Buy our product now!” You can also use it when addressing multiple people at once: “Please take advantage of our new promotion.”
Use infinitives for actions that need to happen but haven’t happened yet for example, “We aim to do X.” This will keep your language clearer and more concise because it avoids unnecessary words like “we plan” or “we intend to do” if you know something already exists somewhere else on your website or elsewhere online, simply reference that fact instead!
Use subjunctive moods when expressing wishes or doubts about reality (e.g., “I wish we could bring back dinosaurs from extinction.”) The subjunctive form adds nuance and concreteness to sentences where there might otherwise be ambiguity about how likely something is happening; for example: “If only there were more hours in a day!”
Press releases play a crucial role for startups. Discover the essential strategies to create impactful press releases in 9 Tips for Writing Press Releases for Startups.
List Interesting Facts And Statistics
List interesting facts and figures to support your story. Quotes from experts can help, but you should also include stats from reputable sources.
Use stats to emphasize the importance of your story. For example: “In 2012, Americans spent $16 billion on Halloween costumes.” This is a good start for a Halloween-themed press release about how to save money on costumes this year.
Use stats as subheads or intro paragraphs. If you’re promoting an event and want people to RSVP early, include these numbers in your headline: “Over 90% of people who have RSVP’d have attended our previous events.”
Also, use them in the body text where they’re relevant! For example: “What’s more fun than attending a costume party with friends? Going alone! One out of every three costume party attendees comes without anyone accompanying them.”
Write A Detailed Subheading (If Needed)
If you want your press release to be easy to read and understand, you’ll want to make sure that the content is broken up into readable chunks. One way of doing this is by using subheadings.
A subheading is a paragraph-long title that tells readers what’s inside the section or subsection that follows it. It’s like an elevator pitch for each paragraph.
When writing a press release, it’s often helpful to think about how each sentence could stand alone as its headline or lead line then write your article based on those facts and quotes being presented in order of importance (from most important down).
This makes it easier for readers to scan through information quickly and find what they need without having to read through everything else in your document first which means less time spent trying out different angles before finding something worth sharing with their audience!
Want your press release to stand out and gain traction? Uncover the secrets to writing press releases that resonate and get shared in How to Write a Press Release That Gets Read and Shared.
Include Quotes From People Or Organizations
Quotes can be used to add credibility, a human element, and even urgency. The thing is with quotes, you have to be careful not to overuse them or your press release will end up sounding like an episode of Seinfeld.
When you’re quoting people or organizations in your release, they should have some kind of authority on the topic at hand (e.g., “Humorist Tom Bodett told us…”).
Quoting an expert adds credibility and helps sell your message based on what someone else has said. It’s also useful for adding humor or making readers feel like they’re part of a community (e.g., “We love meeting new people who share our passion for ice cream,” says owner Walter Smith).
Make Sure To Include Your Contact Information
Make sure to include your contact information. If you have an office address, make sure it’s included in the press release. Include your business hours, phone number, and email address, as well as your website address. If you have a fax number or any other way of reaching out to you in addition to email, include that too!
Keep The First Paragraph Brief
Don’t bury the lead. Don’t waste space on your first paragraph by introducing the company, product, and problem. Save that for later.
Keep it brief. The first paragraph should be no more than five sentences long and cover only the most important information about a press release: What’s new? Why is it important? What will happen next? Who is involved?
Let go of perfectionism. It’s OK if there are typos in your press releases they can be corrected later when they’re published online or printed out as hard copies for distribution at events if necessary (though make sure to proofread several times before hitting “send”).
Don’t Go Overboard With Keywords In The Body Of Your Press Release
It’s important to use keywords in your press release. After all, that’s what search engines are looking for when they crawl the web looking for content to index.
So you don’t want to ignore them!
But you also don’t want to go overboard with them, as too many keywords can make your writing sound unnatural and unreadable.
Use Reverse Chronological Order For Newsworthy Events That Happened On Specific Dates
You can create a press release that’s newsworthy and easy to read by using the reverse chronological order for newsworthy events.
That means your opening paragraph would be dated, and the final paragraph would be dated.
For example:
Your opening paragraph could say something like “On May 1st, ABC Company announced that it had just won a national award for its innovative product design.” The closing paragraph could say something like “On June 14th, ABC Company received another prestigious award from XYZ Association for its continued excellence in product quality and customer service.”
Before you dive into writing your first press release, there are important things you need to know. Get a head start with insights from What You Should Know Before You Write Your First Press Release.
Be Specific And Include Dates, Times, And Locations In Your Press Release Text
Include dates, times, and locations in your press release
Why this helps: Dates help the reader understand when something happened; times help the reader understand when you can be reached for comment; locations are all-important if you’re providing directions to an event or location where people can learn more about what your company does.
This is especially important if you are an event-based business (such as a race series) so that readers can get a hold of you for questions regarding future events.
Use Short Paragraphs And Sentences
When writing your press release, you want to make it as easy to read as possible. You should use short sentences and paragraphs to accomplish this task.
Short sentences help readers because they provide an easier way to digest the information presented in your press release.
A sentence is comprised of one thought or idea think of a sentence as a bite-sized chunk of information that can be easily consumed by the reader without overwhelming them with too much detail at once.
Short paragraphs also help readers because they present new ideas and perspectives on a topic before moving on to another subject so readers do not feel overwhelmed with information at once.
If you’re struggling with how exactly this works, just think about how you would talk about something with someone else you wouldn’t speak in long run-on sentences or ramble on forever about one topic (unless maybe it was something really important).
Instead, you would break up each conversation into smaller chunks that are easier for both parties involved (and less boring).
Writing Clear And Concise Press Releases Will Improve The Likelihood Of You Getting Coverage
Writing clear and concise press releases will improve the likelihood of you getting coverage.
If you’re not sure what to write, get feedback from a colleague or friend who knows how to write well.
You can also check out our guide on how to improve your writing skills.
Make sure that your press release is readable by using an online tool like Hemingway Editor or by reading it aloud and listening for awkward sentences or phrases that don’t flow naturally in conversation.
Formatting helps with readability as well make sure everything is easy on the eyes (including spacing, font size/color/style), organized properly (by paragraphs, sections), and easy to find (like contact details).
Crafting effective press releases involves understanding the dos and don’ts. Explore the guidelines that can make your press releases more impactful in 7 Rules, 5 Do’s & Don’ts, 17 Effective Press Releases.
Conclusion
Writing a press release is not a one-size-fits-all process. The key is to determine what works best for you and your business, then use these tips to make it easier.
Further Reading
Here are some additional resources to expand your knowledge on writing effective press releases:
3 Pro Tips for Writing Press Releases That Get Noticed: Learn from industry experts about advanced techniques to create press releases that capture attention and generate results.
How to Write a Great Press Release with Expert Advice & Real-Life Examples: Explore this comprehensive guide that provides expert insights and practical examples for crafting compelling press releases.
How to Write a Press Release: The Ultimate Guide: Dive into this ultimate guide that covers every aspect of press release writing, from formatting to distribution strategies.
FAQs
Here are some frequently asked questions about press release writing:
What are the key elements of an effective press release?
An effective press release typically includes a compelling headline, concise and informative body content, relevant quotes, contact information, and a boilerplate about the company or individual.
How do I make my press release newsworthy?
To make your press release newsworthy, focus on presenting a unique angle, timely information, and relevance to current events or trends. Highlight the significance of your story to your target audience.
What should be the ideal length of a press release?
A well-structured press release is usually around 300 to 600 words. It’s important to convey the essential information concisely while maintaining clarity and engagement.
How do I choose the right media outlets to distribute my press release?
Research and identify media outlets that align with your press release’s subject matter and target audience. Tailor your distribution list to include journalists or outlets that cover topics related to your press release.
Can I include multimedia elements in my press release?
Yes, adding multimedia elements like images, videos, or infographics can enhance the visual appeal of your press release. Make sure they are relevant and complement the content to provide a richer experience for readers.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.
