You’re a business owner or PR manager, and you need to write a press release. You’ve heard that press releases are a lost art and that they don’t work anymore.
That’s not true: press releases are still very effective in the right hands, but their effectiveness depends entirely on how you write them.
In this post, we’ll look at the basics of creating an effective press release for your organization, no matter what industry you’re in or who your target audience is, and how to get it into the right hands through online distribution channels like HARO and more traditional ones like newspaper editors.
| Takeaways |
|---|
| 1. Craft attention-grabbing headlines. |
| 2. Focus on the most newsworthy angle. |
| 3. Provide clear and concise information. |
| 4. Include quotes from key stakeholders. |
| 5. Tailor the press release for your target audience. |
| 6. Incorporate relevant keywords for SEO. |
| 7. Use a professional press release format. |
| 8. Distribute to relevant media outlets and journalists. |
| 9. Include contact information for follow-up inquiries. |
| 10. Monitor and analyze the press release’s impact. |
Make Sure Your Story Is Ready To Tell
This means you have done your research, prepped all the resources you need, and have a good understanding of the reporter’s needs. You should be clear on what the journalist wants from your story and how it fits into their world. If you are not prepared for this step, then don’t spend time writing an email or creating a press release because it won’t work out!
Writing an effective press release involves various strategies and considerations. For comprehensive insights, explore our article on 17 Tips for Putting Together a Press Release. These tips can enhance your press release writing skills and maximize your results.
Make Sure Your Story Is Interesting
Does it engage? Does it surprise you? Is there something to make people want more information? Does it offer tips or advice? Is there an element of fun involved that makes people want to share with friends or colleagues?
A little intrigue goes a long way when it comes to grabbing attention so be creative in how you present yourself! For example: “How To…” would be better than just “Our Company.”
Make Sure Your Story Is Relevant
Just because someone has written about something similar before doesn’t mean they aren’t interested in hearing about yours too!
And remember, if no one else has covered this topic yet (or even if somebody else did), then consider yourself lucky because now YOU are first at bat! That means YOU are going after those eyeballs that might normally go elsewhere…and trust me when I say nothing beats being first 🙂
Provide Contact Information At The Top That Is Easy To Find
When you send your press release to journalists, it’s important that they can easily find the contact information for your business. The best place to include this is at the top of the article in large font and bolded.
This makes it easy for journalists to access your website, contact you by phone or email and reach out with questions about how their readers can engage with your brand.
Want to make your press releases go viral? Crafting press releases that capture attention is a key skill. Discover valuable techniques in our guide on How to Create Press Releases That Go Viral, and learn how to make your content shareable and impactful.
Use A Headline That Grabs The Reader’s Attention And Helps It Stand Out
Use a headline that grabs the reader’s attention and helps it stand out. There are a few great ways to do this:
Use a question. If you can write your headline as a question, you’re more likely to pique the reader’s interest. This is because people who read online content tend to scan through it quickly, so they want something that’ll immediately grab their attention and make them want to continue reading.
Use an eye-catching word or phrase. If there’s one thing that draws readers in more than anything else, it’s words like “secret,” “easy,” or “free.” These words are used so much because they work! If you can come up with an interesting way of using these words in your headline, even better!
Quote someone famous/influential talking about your product or service (this could be someone from within your company or outside of it).
Write In An Inverted Pyramid Style
In journalism, the inverted pyramid style of writing is a method of organizing and presenting news stories. It gives more importance to the most important information in a story and includes only the details that are necessary to understand it.
The inverted-pyramid structure is used when writing news stories for print publications or broadcast media such as radio or television; it features an intro paragraph that contains five key points about what you’re going to say, followed by three supporting paragraphs with different perspectives on those five key points.
The last paragraph should summarize everything you’ve said so far in one sentence: “In summary.”
Shorter Is Better, Don’t Use 300 Words When 200 Will Do
Keep it short and to the point. If you’ve got more than 200 words of important information, break it up into sections and link to a more detailed version of the story.
Include only the most important information in your press release; don’t give away something that will be in another article later on. This is not the place for every detail about your new product or service save those for other articles!
Writing press releases for startups requires a tailored approach. Learn essential strategies in our post on 9 Tips for Writing Press Releases for Startups to effectively communicate your startup’s story and achievements to the media and potential investors.
Use Quotes Liberally – Especially When They Are From Experts Or People Directly Involved In Your Story
Quotes are a great way to add color and personality to your story. They can be a great way to add credibility, especially if they come from experts or people directly involved in your story. Quotes also give readers something human to connect with – it’s easier to say you’ve heard of a phenomenon than it is to explain how it works.
In addition, quotes can help you tell the story by providing context around what happened and why it happened (or why someone was surprised by it). For example: “I didn’t expect this at all” or “This was shocking” adds drama that might not exist otherwise in a more factual piece of writing like an article about an event.
Make It Very Easy To Get All The Information They Need To Write Your Story
You need to make it very easy for the reporter to get all the information they need to write your story.
The first thing you should do is include any quotes from experts about your business, or about the industry as a whole. Include links to other related stories that have been written about you, and include a description of what you are doing (ie: “Our mission statement is [insert]”).
If possible, also include images/videos of your product/service in action. Tags like #hashtags can help identify trends in social media and make it easier for people who are looking for those types of words on Twitter or Instagram (eg: #pizzas).
Include Links To Any Other Websites You Want People To Look At For More Information About You
Include links to any other websites you want people to look at for more information about you. For example, if you are a chef and want people to see your recipes on a cooking blog, include that link in your press release.
Or if you own a small business and have an online store where customers can buy products from your company, include links to both the store website and social media accounts (Facebook, Twitter, etc.) so interested readers can follow up with more information about what else is available from your brand.
Write a compelling description of your business as well as your company’s mission statement and products or services.
Write a compelling description of your business as well as your company’s mission statement and products or services.
Describe What You Do In A Way That Makes People Want To Know More
Explain what makes your company unique even if it’s because we’re local, because we use 100% organic ingredients, or because we donate 10% of profits to charity. You never know who might be looking for someone like you!
Curious about the benefits of professional press release writing services? Check out our article on 10 Benefits of Using Press Release Writing Services to discover how expertly crafted press releases can elevate your brand’s image and impact.
Be Sure To Include Any Awards, Distinctions, Or Accolades You’ve Won
If you’ve won any awards, distinctions, or accolades, be sure to include them in your press release. Whether they’re relevant to your story or not, they’ll add credibility and gravitas to your business and brand.
Some examples:
You recently won an award for the best crème brûlée in town. Include that!
You’re a new company that’s been around for only a few years (or even months). Including an award will help people realize that you’re making waves in your industry–and fast!
You have customers who are raving about how much they like working with you because of how kind and helpful you are as well as how professional you are at doing whatever it is that needs doing for their business success.
This can help win over potential clients by showing them what kind of person/company they’ll be getting if they use your services too… even if there aren’t any other awards listed here yet!
If possible, check in with a knowledgeable local editor or two to see if they think you have a good story to tell and are telling it clearly and concisely.
Your local editor may be able to provide you with some feedback on the clarity and content of your press release. If they don’t have time to do this, they can give you the contact information for someone who does have time.
If possible, check in with a knowledgeable local editor or two to see if they think you have a good story to tell and are telling it clearly and concisely. It’s important that people not only understand what your company does but that they also understand why it matters.
If you’re profiling a person, try to get an interview with them and make sure they are comfortable with the profile before publishing it.
If you’re profiling a person, try to get an interview with them and make sure they are comfortable with the profile before publishing it.
Make sure you have the person’s contact information. If they don’t want their name used, they should be able to give you a pseudonym or choose to remain anonymous.
Get permission from the person/organization (or their legal representative) for using any photos of them or their property in your press release. If there’s any doubt about whether or not it would be okay for someone else other than yourself to publish these photos without getting permission first, don’t use them!
Don’t forget social media! Find out what type of social media outlets your customers use most often and write something for them too!
You may have already heard that social media is an important part of any business’s marketing strategy. If you’re not yet on Facebook, Twitter or LinkedIn now is the time to get started! The good news is that social media has many benefits:
It’s free and easy to use
You can reach customers who are most likely interested in your product or service
You can interact with them directly
Learn how to create press releases that get results!
A press release is a perfect way to get the word out about your business, but if it’s not written correctly, it can be a waste of time and money. Before you publish your next press release, learn how to create one that gets results!
To begin with: headlines are essential for grabbing attention and creating curiosity. You need something eye-catching that will help your press release stand out from all the others in a reader’s inbox or on their website home page.
Try using numbers in the headline (“10 Ways To Save On Your Next Vacation”), or an intriguing question (“How Does Your Child Spend Their Time At Home?”) Write in an inverted pyramid style (background information first) so readers know what they’re getting into before they even click through – then use bullets whenever possible.
Engaging your audience with a press release is a crucial aspect of successful communication. Explore our guide on 13 Ways to Engage Your Audience with a Press Release for actionable tips on creating press releases that captivate readers and drive desired outcomes.
Conclusion
Press releases can be a great way to get your company some free publicity. However, it’s important to remember that press releases are not just about writing good content – they’re also about knowing how to pitch yourself and your story effectively.
The tips above should help you create a well-written press release that will resonate with your audience and make them want more!
Further Reading
How to Write a Press Release: Explore this comprehensive guide to learn the ins and outs of crafting effective press releases, including tips for grabbing attention and communicating your message.
Press Release Template and Examples: Dive into HubSpot’s press release template and examples to get a clearer understanding of how to structure your press releases for maximum impact.
Writing Press Releases: A Guide: Mailchimp’s guide offers actionable advice on creating engaging press releases that resonate with your target audience and media outlets.
FAQs
How do I format a press release effectively?
To format a press release effectively, follow industry-standard guidelines for structuring information, including the headline, subheadline, dateline, body paragraphs, and boilerplate. This ensures that your message is conveyed clearly and professionally.
What should I include in the headline of a press release?
The headline of a press release should be concise and attention-grabbing, highlighting the most newsworthy aspect of your announcement. It should convey the main point of the release and entice readers to continue reading.
How can I optimize my press release for search engines?
To optimize your press release for search engines, include relevant keywords naturally within the content. Additionally, craft a descriptive and keyword-rich title, use subheadings, and provide links to authoritative sources or related content.
How do I distribute my press release to the media?
Distributing your press release involves sending it to relevant media outlets, journalists, and bloggers. You can use press release distribution services or create a media list to ensure your release reaches the right audience.
Are there any tips for writing a press release that stands out?
Writing a press release that stands out involves focusing on the newsworthiness of your announcement, crafting a compelling story, using quotes from relevant stakeholders, and providing data or insights that add value to readers and journalists.
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.