Press releases are a great way to get your business in the news. They can be used to announce new products, services, and employees, or to communicate with the public during times of crisis. In this guide, we will share everything you need to know about writing a killer press release so you can start getting your business some free publicity today!
| Key Takeaways |
|---|
| Crafting attention-grabbing headlines is crucial for press release success. |
| Incorporate newsworthy angles to make your press release stand out. |
| Keep your press release content concise and focused on the core message. |
| Utilize quotes from relevant sources to add credibility and depth. |
| Proofread your press release meticulously to eliminate errors. |
| Distribute your press release strategically to reach your target audience. |
| Including multimedia elements can enhance the impact of your press release. |
| Building relationships with journalists and media outlets can boost coverage. |
| Regularly assess and adapt your press release strategy for optimal results. |
Write A Compelling Headline
The headline is the most important part of your press release, so you must get it right. This is the very first thing people will see when they open your email or read through social media, so it needs to be short, sharp, and to the point.
A good headline should grab people’s attention and make them want to read on and ideally link directly back to your website too! You can do this by using words or phrases such as “new,” “free” or “now.” For example:
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Use a sub-heading to expand on the headline.
Sub-headings are short phrases or a few sentences that expand on the headline. They should be written in the third person and in a style consistent with the rest of the release. For example, if you’re writing a headline about “How to Start An Online Business,” your sub-heading could be:
“Why You Should Start An Online Business”
“How To Find A Niche”
“The Tools You Need To Get Started”
Start with the most important facts.
The headline should be a concise summary that captures the importance of your news, but it shouldn’t be too broad. Make sure to include a subheading so you can expand on the topic for readers who want more information.
For example:
The company just announced its new product launch, which was received positively by customers and industry leaders alike.
The new product is an innovative solution to one of the most common types of problems faced by many businesses today and has been shown to increase customer satisfaction with similar products by 20% in tests conducted over three months in several major cities around the world.
This news release is written from an unbiased perspective; there’s no hype or marketing speak here! It uses statistics and quotes from key people at both companies (the founder) so readers will know exactly what kind of impact this new product launch could have for them and why they should care about it right now!
Write In An Inverted Pyramid Style
Press releases are written in an inverted pyramid style. This means that you should write about the most important information first, then fill in the details as you go along. Write in the third-person point of view, not the first person (I or we).
Don’t use jargon or acronyms. Use bullet points and numbered lists where appropriate to break up text and make it easier to read. Anticipate questions from media outlets and answer them early on in your release if possible.
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Give Details About Your Business Early In The Release
It’s important to give details about your business early in the release. Don’t overwhelm the reader with too many facts at once, though; focus on the most important details and save the rest for later. And don’t be afraid to ask for help you should always get feedback from someone else before sending out your press releases!
Avoid Hype And Marketing Speak
Hype is a term used to describe promotional material that exaggerates or misrepresents the product to make it appear more appealing.
Marketing speak is the language that sounds like it’s coming from a corporate spokesperson when it’s really just jargon intended to sound impressive but often makes no sense at all.
Both hype and marketing speak are terrible ways to communicate because they’re usually filled with empty promises and meaningless phrases that have little or no meaning. Instead of falling into these traps, use plain language writing that’s clear, direct, and easy to understand by your audience, and avoid long sentences and complex sentence structures.
Use short sentences instead of long ones if possible; this helps keep your writing punchy and fast-moving (which will be especially important if you’re writing a press release for an event).
Avoid passive voice as much as possible because the active voice is much easier for readers to understand; see our post about passive vs active voice.:
Avoid clichés! These are phrases like “cutting edge,” “the next best thing since sliced bread,” etc., which everyone has heard so many times before; we don’t need any more clichés in the world today!
Try not using any clichéd words at all (even those good ones), unless they’re necessary for conveying your message effectively but even then try finding another way! And finally: puns!
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Look For A News Hook
A news hook is an attention-grabbing sentence that starts with the phrase “In a surprising development” and informs readers that something new or different has happened, even if it’s not earth-shattering news.
The point of including this kind of sentence is to draw their attention and make them want to read about a technique often used in print journalism, which makes it especially useful for press releases. An example:
Start strong and keep it short: avoid long sentences that use too many clauses; make sure your audience understands your message; use simple words; don’t overuse jargon or technical terms if you can help it (avoiding these things will also make your release more readable).
Don’t Use Jargon Or Acronyms
You want to make sure that your target audience can understand what you’re saying. If you use jargon or acronyms, then they won’t get it, and they won’t be able to relate to the information.
You want to write in a way that is clear and concise. This means using everyday language instead of industry-specific terms, avoiding long sentences and complex words (unless necessary), and only using words that are relevant to your target audience.
Keep Paragraphs Short And Sharp
In most cases, you’re best off keeping your paragraphs to a single idea. Long sentences are harder for readers to digest and may make it difficult for them to find the information they need.
Instead of writing long-winded paragraphs that drone on with way too much detail (or worse yet, rambling thoughts that go nowhere), try breaking up your ideas into separate sentences that can stand alone as individual points. This will help keep things clear for everyone you included!
Include Quotes From Key People In Your Company/Business
If you want to make your release stand out, it’s good to consider adding some quotes from key people in the company/business.
Quotes can add credibility to the story and help make it more interesting for the reader. They can also help to make your release more memorable and credible.
Include Contact Details Of Someone That Can Field Media Inquiries
Next, include the contact details of someone that can field media inquiries. You will want to include the name of a spokesperson, their phone number, and email address, along with links to your company’s website and social media handles (such as Facebook, Twitter, and LinkedIn).
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You Should Also Include Links To Other Relevant Information Such As
Your company’s press room or media kit for reporters who may need more information about you or your business;
A link to your investor relations page where there may be additional resources like financial reports and highlights from quarterly earnings calls;
Include A Call To Action (Or Several)
A call to action is a link, phone number, or social media link that asks the reader to take some kind of action. For example, if you’re writing about a product or service that helps people get more sleep, you could include a link for customers to buy your product on Amazon:
A phone number isn’t just for ordering pizza anymore! You can use it in press releases as well by asking readers to call and schedule an appointment:
Social media links are great too because they give people the option of sharing your content with their friends via Facebook or Twitter:
Use Bullet Points And Numbered Lists To Make Your Content Easy To Digest
Bullet points and numbered lists can be useful in breaking up your content. They’re a way to make your writing easier to read, digest, and skim.
People are more likely to be drawn in by bullet points or numbered lists because they’re easy to read and digest quickly. Use them sparingly so you don’t overwhelm your reader with too much information at once (more on this later).
In general, try not to go over three or four bullet points or lists within each paragraph of text you write; otherwise, it could be difficult for readers to keep track of everything you have listed.
In addition, using bullet points has another advantage: It makes it easier for writers who are focusing on SEO (search engine optimization) practices when writing their press releases—they want their content to come up higher in Google search results!
Write In Third Person (Avoid `We’, `I’)
If you want to sound professional and get your point across, you should write in the third person. This means using words like “the company” or “the organization” instead of “we” or “ourselves”. People tend to associate the word “we” with non-professional behavior so making sure it doesn’t creep into your press release can help you avoid any negative connotations.
Anticipate Reader Questions And Address Them Early In The Release
When writing a press release, it’s important to anticipate the questions that will be asked of you by reporters. If you don’t address them in your release, they may end up asking them again when they call or email with more questions.
Many journalists ask, “Why does this story matter?” So, if there’s an interesting angle to the story or one of the people involved has a unique perspective on it, make sure that part is included early on in your press release so reporters know why it matters.
In addition to anticipating reader questions and addressing them immediately in your release (or at least as soon as possible), remember that reporters want information quickly.
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Link Back To Relevant Information Available On Your Website Or Blog
Be sure to include links back to your website or blog. If you’ve already established an online presence, this is an easy way to direct readers back to the source of information that inspired your press release in the first place. In addition, it’s a great way for you to boost traffic and build a relationship with customers who have previously engaged with what you have to offer.
Press releases are often shared on social media platforms like Twitter and Facebook and sharing those posts can be much more effective when the content is relevant since it will be seen by people who are already fans of your brand.
For example, if someone has been following one of our company’s blogs for several months now (like this one), then we’ll generally post links directly from there as well as from our website homepage but only because we know they’ll appreciate seeing them!
Avoid Using Adjectives, Adverbs, Clichés, And Puns (You Should Be Focused On The Facts)
Use only the most important facts of your story. Be concise and clear. Write in the third person (not “I”)
Don’t use jargon or terms that your audience may not understand right away. This can turn people off from reading more about what you have to say.
If it’s necessary for some reason, define it in a footnote at the end of the press release or put a link in there if it leads somewhere else online where they can find out more information about this particular term/phrase/concept, etc…
Include quotes from key people in your business who can provide context and insight into why this is an important announcement or development…and then include their contact information so reporters looking to get more details will know how to reach them directly!
Writing Press Releases Is Easier Than You Think
Writing press releases is easier than you think. You don’t need to be a writer, and the process is simple enough for anyone to follow. It’s similar to writing blog posts or sales letters.
First, start by identifying your target audience. Who will be interested in receiving this information? Is it specific media outlets? Or perhaps bloggers who cover a topic relevant to your business?
If so, make sure that you include their contact information in the body of your release and give them plenty of time (e.g., two weeks) for them to respond before sending out another communication about your product or service offering (e.g., email newsletter).
Next, identify three main points that are most important for readers of the press release so they can understand what makes it different from other similar offerings on the market today – these should be facts rather than opinions because they’re objective statements rather than subjective ones which might be more difficult
Conclusion
All in all, writing press releases is a lot easier than you might think. If you’re not sure where to start, just keep these tips in mind:
Write A Compelling Headline That Will Grab Your Reader’s Attention
Include key facts about your business early on (this will catch editors’ eyes).
Work out what makes your story newsworthy and make sure it’s relevant before including it in the body of your release.
Further Reading
How to Write a Killer Press Release: Dive into this comprehensive guide that delves into the art of crafting press releases that leave a lasting impact.
Mastering the Art of Press Release Writing: Explore examples and templates that will help you master the art of writing press releases and effectively communicating your message.
A Comprehensive Guide: How to Write a Press Release: Learn the essentials of press release writing from this detailed guide, including tips on how to create engaging and newsworthy content.
And here’s the “FAQs” section with semantic-based questions and answers:
FAQs
How do I write a press release that captures media attention?
Crafting a press release that grabs media attention involves focusing on a compelling headline, concise content, and a newsworthy angle. Highlight what makes your story stand out to pique journalists’ interest.
What are some key elements to include in a press release?
A successful press release should include a captivating headline, a concise lead paragraph, relevant quotes, essential details, and contact information for media inquiries.
How can I ensure my press release reaches a wide audience?
To reach a broader audience, consider distributing your press release through online press release distribution services, social media channels, and by directly reaching out to relevant journalists and publications.
What are some common mistakes to avoid in press release writing?
Avoid overly promotional language, excessive jargon, and neglecting to provide relevant context. Make sure your press release is concise, newsworthy, and tailored to the interests of your target audience.
How can I measure the success of a press release campaign?
Tracking metrics like the number of media pickups, online mentions, website traffic, and engagement can help gauge the effectiveness of your press release and its impact on your brand’s visibility.
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.