How To Create Press Releases That Go Viral

If you’re a small business owner who wants to get the word out about your new product or service, a press release can be your best friend. It’s an effective way to market your business, gain credibility with potential customers and generate traffic to your website or landing page. 

But how do you make sure that press releases are effective? Follow these tips:

How to Write a Press Release
Key Takeaways
Craft a compelling and attention-grabbing headline.
Focus on the “newsworthiness” of your announcement.
Infuse storytelling elements to engage your audience.
Incorporate visual elements for enhanced impact.
Tailor your press release for your target audience.
Include quotes from reputable sources for credibility.
Utilize social media and online platforms for sharing.
Consider the timing of your press release’s release.
Monitor and engage with audience feedback and shares.
Collaborate with influencers for wider reach.

Master Your Headline

A good headline is the lifeblood of a press release. It’s what will get your story noticed and shared. If you want to create a viral press release, it should be compelling, relevant, and punchy. Here are some tips for writing headlines that stand out:

Use the first person and active voice. Headlines written in the third person sound too formal and impersonal, while those written in the second person can feel like ad copy or sales pitches (think “You’ll Get This” vs. “We’ve Got You Covered”). 

The best way to stand out is by writing headlines in the first person; this creates more impact because it makes readers feel as though they’re being addressed personally by someone who cares about them and their needs/wants/desires not just another corporate entity trying to sell them something they don’t need or care about! 

Also, remember that when writing headlines in this way it’s important not only what you say but also how you say it; try combining active verbs with action words like “discover”, “solve”, etc., for example, We Solved The Mystery Of How To Create Press Releases That Go Viral In Less Than 5 Minutes…

To create a press release that truly captures attention, it’s crucial to understand the art of storytelling. Learn how to weave compelling narratives with these 17 essential storytelling tips that can enhance the impact of your press releases.

Write A Compelling Lead

The lead of your press release should be compelling and interesting, setting the scene for the story you are about to tell. Your goal is to provide enough context so that readers understand what the article is about without being too lengthy or going into too much detail.

The first paragraph should include:

A hook that effectively sets the scene for your story (i.e., “If there’s one thing we know about millennials, it’s that they love avocado toast.”)

An explanation of what problem your product or service solves and why it matters (i.e., “While millennials can’t stop eating avocado toast at brunch, they’re also struggling with steep student loans.”). 

This helps readers see how your product fits into their personal lives by providing a relatable example of how it could help them solve their specific problems or those of someone they know.

A link back to where readers can find more information if they want to learn more (i.e., “Read our full guide on student loans here”), will help drive traffic back over time by allowing readers who didn’t finish reading this post either because they were interrupted or just weren’t interested in learning more about student loans at this moment in time.

But when something does come up later on down the line where these same people might need some advice/information on student loan repayment options then hopefully remembering seeing this link previously will prompt them back here again!

Structure Your Story

Start with a hook. A hook is a line or two that grabs the reader’s attention and sets up your story. For example: “Here’s how to create press releases that go viral.”

Include a quote, statistic, or comparison. You can use one of these three things to prove your point and make it more interesting for readers to continue reading.

Use benefits instead of features (i.e., don’t just say something is “red,” but say what it does for you).

Add in questions for people to think about as they read through the rest of your content (this is known as an FAQ) so they’re not left hanging at the end wondering what happened next!

Crafting a press release that stands out doesn’t have to be time-consuming. Discover the secrets to efficiently draft a perfect press release in just minutes by following a streamlined process that ensures quality and effectiveness.

Make It Easy To Read

To make your press release easy to read, you’ll need to use a clear and readable font. It should be at least 14-pt and preferably larger.

Fonts like Times New Roman or Calibri are very common and can easily be found on most computers, so they’re preferred. These fonts also have serifs (the little tails on each letter) that make it easier for the eye to follow across the page.

You can also use a sans-serif font if you prefer this is just a fancy way of saying “no little tails.” A good sans-serif font is Helvetica Neue or Arial Black.

The layout you choose will ultimately depend on what works best with your brand identity, but most businesses prefer bulleted lists instead of paragraphs because they are more scannable and faster to read than lengthy prose (which research shows people usually don’t do anyway).

Create A Unique Angle

Your goal with a press release is to get it picked up by as many news outlets as possible. To do this, you have to find a unique angle that will make your story stand out from all the other press releases they receive. This can be done in several ways:

You can write about an interesting topic or event. For example, if you own a dog training company and are holding a free workshop on how to train your pet for Christmas, this could make for an intriguing story! 

This does not mean that only unusual topics or events qualify; even everyday things like new product launches and restaurant openings could be considered “unique” when packaged correctly.

You can write about something relevant to today’s news cycle (topics that are currently trending). For example, if there is some sort of controversial topic going on within your industry such as protests against fracking you might want to include this in your release so it gets more views online!

Include A Quality Photo Or Video

Including a quality photo or video can make your press release stand out from the crowd. You don’t need to spend a lot of money, but you should invest in something that’s good quality and relevant to your story.

If you’re using a photo, make sure it’s high-quality so that it doesn’t look fuzzy when scaled down on social networks. Also, consider whether the image has any copyright issues or is sensitive material that shouldn’t be shared publicly (like an employee in uniform).

While videos are great at increasing search engine rankings and engagement rates with audiences, they aren’t always necessary for every announcement especially if you’re trying to keep things short and sweet. Just make sure the video is relevant to your announcement so people have an idea of what they will learn when watching it, as well as make sure it looks good!

Writing a great press release requires more than just words; it demands an understanding of your audience and the industry. Dive into our guide on how to write a great press release to uncover the key elements that distinguish exceptional releases from the rest.

Include A Location-Related Angle

This can be as simple as including the name of your city, state, or country in your press release headline, or as complex as discussing local laws that affect your business.

For example: “New York City launches new program to help small businesses” or “The US government is cracking down on tax dodgers.”

Give Journalists A Reason To Write About The Story You’re Pitching

The first step to achieving press coverage is ensuring that journalists will want to write about your story.

Give them a unique story angle.

Provide them with a story that will interest their readers.

Provide them with a timely story. It’s not enough for journalists to be interested in your business; the public should be as well! If you can provide something timely and relevant for their readers, they’ll likely be more willing to write about it than if the information were stale or irrelevant.

For example, if you own an ice cream shop and are offering free ice cream cones on National Ice Cream Day (July 21), this would be very relevant; however, if National Ice Cream Day was last year and no one cared about it except you then that might not drive traffic as much as other types of promotions could (i.e., something like “Buy 2 get 1 Free!”).

Provide Multiple Media Options And Submit Each Alongside Your Press Release

Include the URL of a landing page that has all the information people need to learn more about your product, service, or event. This way, journalists can easily link back to it in their stories and give you some SEO juice that helps with organic search engine ranking.

Provide a pitch to relevant journalists. Use tools like HARO (Help A Reporter Out) or Muck Rack to search for journalists who cover similar stories in your industry, then send them an email pitching them on covering yours.

Cater To Today’s Mobile Readers With Instagram And Snapchat Stories

You can use Instagram stories to promote your releases in a way that’s more engaging than a simple text or image. You can also use Snapchat stories – they’re like Instagram, but with more of an emphasis on video and less of an emphasis on photos.

Snapchat is particularly well-suited for short-form content, as the videos play automatically and disappear soon after they’re viewed. This means you can send out quick clips about your latest product launch or upcoming event without having to worry about people missing it because it’s too long or isn’t the right format for them.

The same goes for Twitter and Facebook Live (or even Periscope) – if you think something useful will take longer than 15 seconds to explain, then consider creating a live video rather than just writing out some text on social media!

Engaging your audience with a press release is an art that involves creativity and strategy. Explore these 13 innovative strategies to captivate readers and make your press releases more than just announcements – turn them into compelling stories.

Use Twitter And Facebook Live To Create Timely Multimedia Releases That Resonate With Real-Time Readers

Use Twitter and Facebook Live to create timely multimedia releases that resonate with real-time readers.

Social media is a great way to get your message out to a wide audience and gain publicity for your company. These days, it’s essential that you have an active social media presence if you want people to know about your product or service. 

If you’re looking for ways to generate buzz around an upcoming event or new product launch, consider using Twitter and Facebook Live so you can create timely multimedia releases that resonate with real-time readers.

Consider Unique Online Press Release Resources Such As Haro

You can also use HARO to get your press release in front of journalists who are looking for sources on specific topics. With over 3 million subscribers, this free service is one of the best ways to get in touch with journalists.

HARO (Help A Reporter Out) allows you to search their database for listeners and send personalized pitches directly to them via email. Once you sign up for an account, you can start searching through the thousands of queries posted by reporters every day looking for experts who can provide quotes or insight on a given topic.

Once you’ve found someone who fits your bill, follow these steps:

Research and record which journalists have covered similar stories in the past so that they know they’re working with an expert who has relevant experience in their field. This will help them feel more confident when reaching out!

Share Your Release On Social Media Channels

After you’ve written your release, it’s time to share it.

You can use any number of social media channels to do this, but make sure that you post on the same channel where you’re getting the most traction. For example, if Pinterest is where people are finding your content and following it, then use Pinterest to share your press release.

The next step is to make sure that your message stands out by using hashtags and calls-to-action (CTAs).

A hashtag is another word or phrase preceded by a hash sign (#). By including hashtags in your posts, you increase their visibility and make them easier for readers to find. 

In addition, if another user reposts or retweets one of your posts with a particular hashtag included in its title or description, they will also be able to see all other tweets that contain that same hashtag as well! 

This makes it easy for others who want to access information about related topics because there’s an organized way that users can search through all available material using just one keyword rather than having no idea which topics might be relevant without first reading through everything else on their timeline.

However, some may argue this could lead down rabbit holes because there’s no way of knowing how many different branches exist within each topic until after clicking into each piece.”

Submit Your Press Release To The Top 100 Free Pr Sites

Find a free press release distribution site (there are hundreds). If you Google “free press release distribution,” you should find plenty of options. Remember that not all sites are equal and it will take some time and research on your part to determine which ones give out the most links and traffic.

Write good content for your press releases. It may be tempting to write something just for SEO purposes or as filler content, but this won’t help anyone in the long run. 

Instead, try telling an interesting story about yourself or your company through your headlines and body text so people will want to share it with their friends. For example: “New Company Achieves Success After Four Years of Hard Work” could become “Four-Year-Old Company Makes $100 Million In One Year.” The latter sounds much more compelling than the former!

Identify Journalists That Are Covering Similar Stories In The Same Industry And Pitch Them Directly

Identify journalists that are covering similar stories in the same industry. If you have an idea of who your target audience is, then it’s easier to find journalists that are already covering similar stories in your industry. This will help you get more exposure for your business and possibly even an interview spot on their show or article in their publication.

Use HARO (Help A Reporter Out). HARO connects reporters looking for expert sources with experts like yourself who want to be quoted in articles they write. You can sign up here:

Use a press release distribution service like PR Newswire or Businesswire to find journalists who might be interested in publishing a story about what you’re doing or announcing something new about your brand.

Find a PR agency through LinkedIn if you don’t have time to do this research yourself and would rather just hire someone else to do it for you

Track Your Performance On Social Media So You Know Exactly What Posts Are Driving The Most Traffic To Your Website Or Landing Page

Track your performance on social media so you know exactly what posts are driving the most traffic to your website or landing page. This can be done by using a free service like HootSuite, which allows you to monitor multiple platforms and even schedule posts ahead of time.

Use Google Analytics in conjunction with other analytical tools like Socialbakers and Raven Tools. These will give you insights into where people are coming from, how long they spend on each page, and which keywords they use to find your content.* 

Measure the amount of engagement each post gets and then compare it with other posts to determine which ones generate more activity.* Use tools like Typeform or PollDaddy if you’re planning a survey that requires respondents’ contact information (like email addresses) so they get sent follow-up messages in case they have any questions about the survey results.* 

Make sure every single piece of content is optimized for SEO (search engine optimization), so it shows up higher in search results when people type in relevant keywords related as part of their query or bookmarks/copy links from social media sites like Facebook or Twitter

Capturing media coverage with your press releases requires a strategic approach. Discover how to create epic press releases that not only grab attention but also entice journalists to feature your story, enhancing your chances of broader exposure.

Measure The Results Of Your Pr Campaigns Using Google Analytics

You can use Google Analytics to track the impact of your press releases. Once you have installed Google Analytics on your website, you can log in and see how many people are visiting from each press release. You can also see which search terms they used to find your site, so you know what kind of content people want when they look for it.


I hope that this post has helped you to gain a better understanding of how to create a press release that can go viral. It’s not an easy task, but with the right approach and strategic planning, it’s possible to get your story in front of thousands or even millions of people who might never have heard about it before.

Further Reading

Here are some additional resources to further enhance your knowledge of writing effective press releases:

Top Tips for Creating a Viral Press Release: Discover expert insights and strategies to create press releases that have the potential to go viral and generate widespread attention.

How to Write a Press Release: Learn the step-by-step process of crafting a compelling press release that effectively communicates your message to your target audience.

Guide: How to Write a Press Release: G2 provides a comprehensive guide on press release writing, covering everything from structure to distribution strategies.


How can I create a press release that goes viral?

Crafting a press release with elements of newsworthiness, storytelling, and shareable content can increase its chances of going viral. Focus on engaging headlines and impactful visuals to capture attention.

What are the key components of a press release?

A press release typically includes a headline, dateline, introductory paragraph, body paragraphs with key details, quotes, boilerplate, and contact information. These components collectively convey the news effectively.

How do I write a press release that attracts media attention?

To attract media attention, ensure your press release is timely, relevant, and targeted to the right journalists or media outlets. Craft a compelling angle and provide valuable insights to pique their interest.

What should I avoid in press release writing?

Avoid excessive jargon, overly promotional language, and irrelevant details. Keep your press release concise, factual, and focused on the news you’re announcing.

How do I distribute my press release?

Consider using a mix of online distribution platforms, targeting specific journalists or media contacts, and leveraging your own network to maximize the reach of your press release. Customizing your distribution strategy based on your target audience is crucial.