Press releases are a great way to get publicity for your organization or business. They don’t take much time to write, and they can be effective if you know how to write them correctly. Press releases are issued by companies and organizations as an update on an event or topic; they’re usually sent out by PR managers via email or through wire services such as PR Newswire.
| Takeaways |
|---|
| 1. Craft attention-grabbing headlines that pique curiosity. |
| 2. Structure press releases with a clear and compelling narrative. |
| 3. Highlight the most newsworthy and relevant information upfront. |
| 4. Incorporate quotes from authoritative sources for credibility. |
| 5. Ensure contact information is easily accessible for inquiries. |
| 6. Tailor press releases to the target audience and media outlets. |
| 7. Emphasize the unique aspects that set the story apart. |
| 8. Keep the language concise, avoiding jargon or excessive detail. |
| 9. Provide context and relevance to current industry trends. |
| 10. Conclude with a strong call-to-action or next steps. |
1) Create A Headline That Grabs Attention And Accurately Summarizes Your Story
Your press release headline should be short, catchy, relevant, and interesting.
To create a great headline:
Use words that grab attention. You want to make sure that your reader is intrigued and wants to keep reading so use words like “shocking” or “unbelievable” if you have shocking information about the topic of your story.
If you don’t have any shocking info in your story then try using words like “new”, “groundbreaking” and “exclusive”. The more attention-grabbing your headline is the better chance you have of getting an interview on TV or radio!
Make sure it’s accurate. If you’re releasing a new product make sure that it is new when writing up the press release because if it isn’t then there’s no reason for anyone to talk about it!
Also, make sure not to exaggerate anything for readers who read other articles on this subject matter will still want them because they’ll feel like what they just read wasn’t true after all – which defeats the purpose entirely (and makes people distrustful).
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2) Write A Summary Of The Story In One Or Two Sentences
It’s important that journalists can quickly get an idea of what your press release is about, so don’t make them read through too many paragraphs before they understand why they should care about it.
Use this opportunity to tell them the most interesting part of your story and make sure the hook is included at least once in your headline, nutgraf (if you have one), boilerplate, and/or summary paragraph.
3) Craft An Engaging Nutgraf
A nutgraf is a brief, punchy paragraph that sums up the story of your press release. It’s typically in the first paragraph of a press release and is used as an attention-grabber.
For example:
“The dog barked at me and I barked back at it. Together, we made such a racket that people came out of their homes to see what was going on. They started arguing about whether or not I should get kicked out (or even killed) for being so loud.
Then one person said something about how there were better dogs than mine, which was uncalled for! That’s when I tried to bite his face but thankfully he ran away before things got any worse!”
“Somebody recently told me there’s no such thing as ‘true love’ because nobody can ever truly know another person inside and out,” said Roger Blackwood who once had romantic feelings for someone but later changed his mind.”
This isn’t true at all though,” he added while talking with reporters over lunch yesterday afternoon.”True love exists!
There are many different kinds too: romantic love between spouses; friendship between close friends; deep familial bonds between blood relatives (who are sometimes of similar ages).
The friendly connection between peers who might never meet otherwise; even platonic dating relationships where two people decide not to have sex together even though they want each other badly those kinds exist too!”
Crafting press releases that capture media attention requires a scientific approach. Dive into the details of crafting press releases that get published to enhance your PR strategy and increase your chances of interview invitations.
4) Include Relevant Background Information On Your Topic And Organization
The most important thing you can do here is given the journalist what he or she wants: some good, juicy information about your organization and its mission. While it may seem like a simple task, producing an interesting background story on your organization can take some time, so be ready to put in the effort now if you want to reap the benefits later.
Here are some basic facts that journalists usually request:
Address of the company or organization
Phone number and email address for contact purposes
Names of staff members (especially if they’re relevant to your story)
5) Include Quotes From People In The Know
This is a great way to add credibility. It’s also a good way to get people on board with your idea, even if they aren’t directly involved in the story. This is especially true if you are trying to drum up support for an event or organization that is not necessarily related to your work.
For example, let’s say you’re writing about a new technology that has been created by another company and you want them as an interviewee for your story.
Let’s also say that this technology will help save the world from global warming (yes, we know it doesn’t exactly save the world from global warming; just go with us on this one).
You could start by mentioning quotes from people who have already endorsed your technology as being able to do so: “The inventor of this ground-breaking invention says…” or “One scientist we spoke with said.
Then go on to mention any other experts in the field who have been quoted in other publications: “Experts at MIT say…” And finally include some other experts who may not be directly associated with either yourself or your subject matter: “Scientists at Stanford University agree that more research needs to be done before this can become reality.”
The goal here is simple: give readers more information without giving away too much information!
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6) Include High-Resolution Photos Related To Your Story
When you’re ready to upload photos, be sure they are high-resolution. This means they should be at least 300 dpi, but it’s best to shoot for 600 dpi or higher.
If you don’t have any of your photos that are appropriate for your story, there are plenty of free resources online where you can find images that fit the bill. You can also purchase stock photography from sites like iStock or Shutterstock, which offer a huge range of affordable options.
The great thing about using high-quality photos on press releases is that they will make your release look more professional and give readers an idea of what the story will look like once it’s published in print or online.
If possible, try to include images related to both yourself (if it’s relevant) and whoever else is featured in the interview (if applicable).
7) Write A Boilerplate Statement Below The Body Of Your Release That Describes Your Organization And What They Do
Write a boilerplate statement below the body of your release that describes your organization and what they do. This is usually the last sentence in your release, and it will appear in all media outlets that cover you.
You can also include relevant statistics or facts about your company, such as the number of locations, number of employees or customers served per year, revenue generated during a specific period (ex: last quarter), etc.
8) Format The Press Release Properly
Your headline should be in bold, and the rest of the text should be in italics.
Quotes should be placed within quotes, not double-quoted or single-quoted.
Contact information for yourself and anyone else involved with this press release (including experts) should be bolded at the top of their section of the document so it stands out more than other text (and doesn’t get lost among a bunch of quotes).
Citations are italicized when they appear within quotes or after citations (unless they’re titles or subtitles to articles or papers, which should still be italicized).
9) Select A Catchy, Memorable Name For Your Press Release Headline File
A catchy, memorable name for your press release headline file is worth its weight in gold. This is the first thing that a reporter or editor will see when they open up your email attachment, so it’s important to make sure this name makes a good first impression. A good way to think about picking a headline file name is to consider:
Is it unique? If you’ve already named another press release with the same words as yours, that could cause some confusion and make it harder for people to search for what they’re looking for. It might be better to try something else!
Is it descriptive? It helps if the title describes what’s inside so that readers can find what they need faster and easier than ever before!
Press releases are a cornerstone of successful PR campaigns. Learn why press releases are the best way to grow your PR campaign and unlock the potential for increased visibility, credibility, and interview opportunities.
10) Consider Using Wire Distribution Services To Send Out Your Press Release
Wire distribution is the process of sending a press release to hundreds of news outlets at once. It’s a great way to guarantee an interview because there are so many outlets that cover similar stories in different ways and it’s unlikely that they all have access to the same information you’re releasing.
Wire distribution services offer their services for free and make it easy for you to submit your story with just one click of the mouse.
They also offer quick turnaround times, so you don’t have to wait long before getting feedback on how well your press release has been received by each outlet on their list.
If they like what they read and want more information from you or another source involved in this story then they’ll contact them directly through email; if not then no one else needs to be involved because there’s nothing further left that needs doing on either side!
A well-crafted press release can significantly contribute to building and expanding your business. Discover how press release writing can help you build your business by attracting attention, generating interest, and creating growth opportunities.
Conclusion
Remember that you’re trying to create a story that will make people want to read it, and then they’ll want to share this story with their friends. If you follow these steps, you’ll have your best chance of getting picked up by a reporter or blogger who’s looking for an interesting new angle on a topic they already cover. And remember: don’t be afraid of failure!
There are plenty of great stories out there waiting for journalists to tell them and if yours isn’t one of them well, at least now you know how not to do it again next time around!
Further Reading
Press Release Template on Indeed: Access a comprehensive press release template to ensure your announcements are structured effectively.
Guide to Writing a Press Release on WayUp: Get practical insights into crafting impactful press releases that capture attention and drive engagement.
How to Write a Press Release on Shopify: Learn step-by-step guidelines for writing a compelling press release to promote your business or brand.
And here’s the “FAQs” section with semantic-based questions and answers:
FAQs
What is the key to crafting a successful press release?
Crafting a successful press release involves a combination of newsworthiness, clear messaging, and proper formatting to grab media attention and deliver your message effectively.
How do I structure a press release for maximum impact?
A well-structured press release typically includes a catchy headline, a concise introductory paragraph, followed by the key details in the body, and concludes with contact information and a boilerplate about the company or individual.
What are some common mistakes to avoid when writing a press release?
Common mistakes to avoid include excessive jargon, overly promotional language, neglecting to provide relevant details, and failing to tailor the release to the target audience.
How do I ensure my press release gets noticed by journalists?
To ensure your press release catches journalists’ attention, focus on creating a compelling headline, offering a unique angle or story, and providing concise, relevant information in the opening paragraphs.
How can I track the effectiveness of my press release?
You can track the effectiveness of your press release by monitoring media coverage, tracking website traffic, analyzing social media engagement, and measuring any increase in inquiries or business activity following 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.