As an entrepreneur or a small business owner, there might be times when you're curious about the right way to craft a strong press release or a media announcement. Such knowledge isn't just essential for journalists and bloggers, but it's also an asset to your brand and organization.
Whether your business is in its infancy or you want to shout about a notable achievement, below are 12 easy-to-follow guidelines for drafting a powerful press release:
Invest a moment jotting down what makes your product stand out. What are the features that set it apart and why should it matter to people? For example, if it's an eco-friendly product, highlight how it contributes to a sustainable environment, and what that brings to customers' lives.
Deep Dive into the Execution:
|1. Understand the Purpose of Your Press Release|
|2. Craft an Attention-Grabbing Headline|
|3. Write a Compelling Lead Paragraph|
|4. Provide Key Details in the Body|
|5. Use Quotes for Authenticity and Authority|
|6. Incorporate Relevant Multimedia|
|7. Summarize with a Strong Closing|
|8. Include Contact Information for Inquiries|
|9. Proofread and Edit for Clarity and Accuracy|
1. Write A Headline That Makes Your Story Clear, Concise, Compelling, And Captivating
Make sure your headlines are short and sweet. Remember, readers are skimming through an endless stream of information on their social media feeds, so you need to capture their attention quickly. A good way to do this is by making sure your headlines are clear, concise, compelling, and captivating.
Don’t forget that headlines have one goal: get people to click through to read more about the story that you’ve written. Here are a few tips for making sure your headline works:
Keep it short! No more than 3-4 words (examples: “Bill Gates just gave $50 million” or “Why I’m going vegan”).
Make it exciting/novel/informative (examples: “The secret reason why many women don’t reach their fitness goals” or “The 1 thing every woman should know about dating.”).
Use action words at the beginning of the sentence (example: “I’ve been secretly taking pictures of my boss since he fired me!”).
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2. Write An Informative Opening Paragraph At The Top That Includes Your Five W’s And H
The second step in writing a press release is to establish the significance of your story in an opening paragraph. In journalism, there are five W’s and H’s (who, what, when, where, why, and how), which are used to answer the basic questions: What’s going on?
Who did it? Why did they do it? Where did it happen? When did this take place? How many people were involved (and who were these people)? You must address all of these questions in your opening paragraph so readers can understand what happened and why it matters to them.
We also recommend adding W to this list: “Who cares?” If there aren’t enough people who care about your news item or story that could potentially be impacted by this news or story then the effort required for distribution will outweigh the results obtained from distribution.
3. State The Facts And Make Them Interesting, But Don’t Over-Do It
Resist the urge to embellish or use superlatives.
The inverted pyramid is an information-writing technique that emphasizes the most important facts first, followed by less important details. It is a good way to start a news article and also an excellent strategy for writing press releases or media announcements.
Here Are The Steps You Can Take
Write down all of the important facts about your story in point form (five words or less).
Organize those points into sentences that tell what happened, when it happened, where it happened, and who was involved (who, what, where, when).
Use short sentences with few adjectives and adverbs so that readers know exactly who did what and how they did it quickly without having to read through long descriptive passages before getting to the meat of the matter i.e., who won/lost?
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4. Put Yourself In The Mind Of A Reporter
Ask yourself what you would want to know or need to know to write a compelling story on someone else.
A good way to answer these questions is to ask yourself the “What if I was a reporter?” question. When you do, you’ll be able to see your press release from the perspective of a journalist which will help you make sure that your news release is easy for a reporter to write about and publish.
For example, let’s say that I am writing about one of my favorite companies, The Honest Kitchen. If I were writing about them as a reporter, I would want answers to these questions:
Why does this company matter? Why should people care about it? What makes their story unique?
Who are they? What makes them different from other companies in their industry or niche (or even totally unrelated niches)? How can they stand out in any crowd they are in?
Where did they come from (i.e., when did they start)?
Where are they going next (i.e., where do they plan on taking their business)?
5. If You Don’t Have A Great Answer For One Of Those Questions, Don’t Include It In Your Release
If you can’t answer one of these questions, it’s OK to not include the information in your release. But if you’re unsure about something, ask someone who has more experience with PR and marketing than you do for help.
If they tell you that there’s no way this will work out well, then don’t write the press release or make any announcements via social media until you have more information.
6. Make sure you proofread and edit your press release for grammar, spelling, and word choice. This is especially important if you are writing about something technical or scientific, as accuracy is paramount.
As you are writing your press release, make sure you proofread and edit it for grammar, spelling, and word choice. This is especially important if you are writing about something technical or scientific, as accuracy is paramount. The last thing you want is to have a reporter call you out for not being clear in your message!
For example: “Please be aware of the following changes during next month’s event…” should be changed to “Please be aware of the following changes during next month’s event…” If a reader sees errors like this they will question whether or not they can trust anything else in your composition.
7. Write one sentence that introduces your company (who you are)
Two sentences about what your company does (your mission), one sentence about why this event was held, and one sentence that explains the benefits of the new product (what value it will bring to the community).
Write one sentence that introduces your company (who you are), two sentences about what your company does (your mission), one sentence about why this event was held, and one sentence that explains the benefits of the new product (what value it will bring to the community).
This is an opportunity to not only share information but also make sure your audience understands why they should care about what you’re saying. You want them to get excited about what’s happening at your organization, so let them know why it matters!
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8. Make Sure The Content Of Your News Release Is Accurate And Timely
Otherwise, it won’t come across as authentic or believable to editors, journalists, or readers.
Accuracy is paramount when it comes to news releases. Editors, journalists, and readers can spot inaccuracies right away, so if you have something incorrect in your release, fix it before sending it out. If there are any questions you don’t have answers for, leave them out of your release and address them later on an individual basis.
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9. Put Into Context Why This Information Is Important Now And Why It Should Matter To Readers Right Now
When you put something into context, you’re making the case that it’s important now and why it should matter to readers right now.
The community’s interest in your story will focus on why this information is important now and why it should matter to readers right now.
The world’s interest in your story will focus on why this information is important now and why it should matter to readers right now.
The industry’s interest in your story will focus on why this information is important now and why it should matter to readers right now. The company’s interest in your story will focus on why this information is important now and why it should matter to readers right now.
The people involved have a direct stake in seeing what you have written about them as soon as possible, so don’t let them down!
Want to see your press release in the media? Learn the tricks to writing a press release that gets media coverage and increase your chances of catching journalists’ eyes.
So there you have it, twelve simple steps to follow when writing a press release. Press releases are an important part of running any business and they can be very helpful when promoting your brand or product. If you need more information on how to write a press release or media announcement, please contact me at my email address: [email protected]
Here are some additional resources that can provide further insights into writing effective press releases:
HubSpot’s Press Release Template: Access a comprehensive template and guide for crafting impactful press releases that grab attention and deliver results.
CoSchedule’s Guide on Writing Press Releases: Learn how to structure and write compelling press releases, complete with examples and templates to get you started.
Shopify’s Tips for Writing a Press Release: Discover practical advice for creating press releases that effectively communicate your brand’s story and achievements.
How do I write a press release that stands out?
Crafting a press release that stands out involves focusing on a captivating headline, concise and newsworthy content, and ensuring your key message is clear and compelling.
What elements should I include in my press release?
A well-rounded press release should include a catchy headline, a concise summary of the news, relevant quotes, essential details, and contact information for media inquiries.
How can I increase the chances of my press release being picked up by the media?
To increase the likelihood of media coverage, target your press release to the right journalists, make sure your content is newsworthy, and personalize your outreach to establish a connection.
What are some common mistakes to avoid when writing press releases?
Avoid overly promotional language, neglecting to include essential information, failing to tailor your pitch to the specific outlet, and ignoring proper formatting guidelines.
How can I measure the effectiveness of my press release?
You can measure press release effectiveness by tracking metrics such as media coverage, website traffic, social media engagement, and direct inquiries resulting from the release.
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.