The world of press releases is a fascinating one. When done right, they can help you build your reputation as an expert in your field and make sure that journalists are aware of what you have to say.
They can also be incredibly effective at getting the word out about new products and services if approached correctly! So here are 10 little-known rules for writing an effective press release that might just change your life…or at least help you land your next big deal:
| Takeaways |
|---|
| 1. Embrace a captivating headline to grab attention. |
| 2. Keep your press release concise and to the point. |
| 3. Craft compelling quotes that add value and insight. |
| 4. Ensure the press release includes relevant contact information. |
| 5. Incorporate multimedia elements for visual engagement. |
| 6. Tailor your press release to your target audience. |
| 7. Utilize strong language that resonates with readers. |
| 8. Follow the AP Style Guide for consistency and professionalism. |
| 9. Test and optimize your press release for various platforms. |
1. Your Press Release Should Be Newsworthy
A press release is a piece of information that’s published in newspapers, magazines, and online. It’s also called an “announcement,” “release” or “press statement.”
Press releases are used by businesses to announce events such as product launches, company restructures, and other significant developments. They aren’t marketing pieces or PR puff pieces in fact, they’re not supposed to be advertisements at all!
Crafting an effective press release requires attention to detail and strategy. Learn how to incorporate these insights into your writing process by exploring our guide on putting together a press release, offering 17 valuable tips for success.
2. If You Want Your Press Release To Generate Media Coverage
It must be a newsworthy story — not an article or advertisement.
A newsworthy story is a story that is interesting to the public. It’s something that they want to read about or something that will make them stop what they’re doing and pay attention.
It’s not an advertisement or a sales pitch for your product or service, though it may mention them (as long as it’s relevant).
A good example of this is if you own a restaurant and are writing about how your favorite celebrity came in for dinner last night that would be considered newsworthy because it’s interesting information, but if your press release just reads “Our restaurant has the best burgers!”
With no additional details then it probably won’t generate any coverage because there isn’t anything special about it at all!
3. Write The Headline First
The headline is what people see first, so it must catch their eye. You want to grab their attention and make them want to read the rest of the press release.
It should be catchy, relevant to the story, but also short and to the point (no more than 100 characters). The best headlines are written first before anything else in your press release (except for things like contact information) because then you can build your body around that headline.
Instead of writing out every single word in boldface type, use asterisks or underscores instead this makes it look less cluttered onscreen!
Press releases don’t have to be time-consuming endeavors. Discover our step-by-step approach to writing a perfect press release in just minutes, helping you convey your message effectively without unnecessary delays.
4. One Of The Most Important Elements Of Any Press Release Is The Headline
it’s the first thing anyone will see and read about your story before choosing to read further.
Short, snappy, and relevant to the story.
Here Are Five Tips For Creating The Perfect Headline
In your headline, use short words and phrases that are easy to understand. The goal here is not to be clever or poetic it’s simply to capture someone’s attention so they’ll want to read on!
Use keywords from your story in the headline so it will be immediately relevant when shared on social media or in newsletters. For example: “Apple plans new iPhone X” (keyword: Apple) vs “Apple announces their latest product,” which doesn’t mention what it is at all (keyword: no).
It can make all the difference if you’re trying to get people interested enough so they’ll click through!
Try using a conversational tone when writing the rest of your release too; this helps create a more natural flow between paragraphs and sentences—just like how we talk every day with friends over coffee.”
5. Leave Out The Marketing Hype (And Don’t Try To Sell)
Chances are, the press release you’re writing is for a new product or service that’s just been released. If that’s the case, there’s no need for hype or marketing jargon.
The catchphrase “don’t sell” may seem like an oxymoron if you’ve ever written a press release before but here it’s important to remember: You’re not selling anything! The purpose of a press release is to inform people about something new.
So don’t try to convince your audience how awesome something is by using adjectives and superlatives instead of facts about what makes the product or service great in the first place.
Maximizing the impact of your press release involves strategic content choices. Explore our insights on what to include in press releases to ensure your message resonates with your audience and achieves the desired reach.
6. Don’t Include Company Slogans And Don’t Use Marketing Jargon And Buzzwords That Don’t Make Sense To Someone Who Isn’t Familiar With Your Product Or Service
Don’t include company slogans and don’t use marketing jargon and buzzwords that don’t make sense to someone who isn’t familiar with your product or service.
Marketing language is often used as a way to create an illusion of superiority in the reader’s mind, which can come across as arrogant if it’s not handled correctly.
The last thing you want your press release to do is alienate potential customers by making them feel like they’re being patronized or talked down to by an industry professional who thinks their product or service is the best thing since sliced bread because it’s what he does for a living.
7. Format The Press Release Properly
Formatting is the most important and often overlooked aspect of writing a press release. You don’t want to be the writer who makes their press release stand out for all the wrong reasons, so let’s make sure we get this right.
Here are some tips on how to properly format your press release:
Use Times New Roman font in 12pt size for the body text.
Don’t forget about line spacing! It should be 1.5 that way your document doesn’t look too dense or uninviting for readers.
Make sure you have a margin of 1″ around all four sides of your document; it will help keep everything organized and easier to read as well (the eye likes white space).
If you’re feeling fancy, use something like Courier New at 11pt instead of Times New Roman at 12pt if you want something that pops off the page more than simple black text would do by itself otherwise…just remember not everyone has color printers available so stick with black if possible.”
8. Make sure the body of your press release is left-justified and doesn’t contain any bold or italics except when necessary, e.g., for product names and quotes from people within the company or users of your product, as they can help to make a story more interesting and believable, as opposed to just plain facts and numbers
The body of your press release should be left-justified, which makes for an easier read. When people read a text that is not justified, it can cause them to lose their place and have trouble understanding what you are trying to say.
Bold and italics should be used sparingly in the body of your press release as well. If you use bold or italics too much in the body of your press release, it will distract from the message that you are trying to convey and make it difficult for readers who are scanning through quickly.
In cases where bold or italics are necessary (e.g., company names), they can help make stories more interesting by adding visual elements as well as provide context for readers who might have never heard about this particular product before now (common with minor updates).
Startup ventures require unique strategies for successful press releases. Dive into our guide offering 9 essential tips for writing press releases for startups, equipping you with the knowledge to effectively promote your innovative ideas.
9. Include Contact Information In Your Boilerplate
usually at the end of each release (after all, sections are over) so journalists know who they can reach out to if they want more information on what they’ve read in any one particular section; this will also help them decide whether it’s worth their while contacting anyone at all!
A boilerplate is a short paragraph found at the end of a press release that contains your contact information.
It’s important to include this at the end of each section so journalists know who they can reach out to if they want more information on what they’ve read in any one particular section; this will also help them decide whether it’s worth their while contacting anyone at all!
Also, don’t forget about including your boilerplate in the body of your release and at the top of each page – this way it’s easy for journalists to find (and thus read) before deciding whether or not to use your release!
Incorporating press release writing into your content marketing strategy can yield powerful results. Discover the reasons behind this approach in our exploration of why press release writing should be in your content marketing arsenal, showcasing the synergy between these two essential elements.
Conclusion
Press releases are an essential tool for getting your business noticed by the media and potential investors. They’re also a brilliant way to let people know about new products, services, or events in your field as well as other types of information that you think might be relevant to their interests.
Further Reading
Dos and Don’ts of Writing Press Releases: Explore this comprehensive guide that outlines key dos and don’ts for crafting impactful press releases.
The 10 Golden Rules of Writing Press Releases: Learn the essential golden rules that can help you create effective press releases for promoting your business.
How to Write a Press Release: Nine Tips on Making It Effective: Discover nine valuable tips to enhance the effectiveness of your press releases and capture your audience’s attention.
FAQs
What are the key elements of a successful press release?
A successful press release should include a clear and attention-grabbing headline, concise and informative content, relevant quotes from authoritative sources, contact information, and a call to action.
How can I make my press release stand out from the competition?
To stand out, focus on a compelling angle or unique story, use strong language that resonates with your target audience, and provide newsworthy information that offers value to readers.
Is there an optimal length for a press release?
Yes, press releases should typically be concise, ranging from 300 to 500 words. The goal is to provide essential information while maintaining the reader’s interest.
How do I distribute my press release effectively?
Consider using online press release distribution services, reaching out to journalists and media contacts directly, and leveraging your own social media and website to maximize the reach of your press release.
What role does storytelling play in press release writing?
Storytelling can make your press release more engaging and relatable. By weaving a narrative around your news, you can capture readers’ attention and create a memorable impression.
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.