A perfect press release is a valuable tool in any marketing campaign. It can help you get more attention for your business and products, as well as generate more sales leads and traffic on your website. However, writing a good press release isn’t as easy as just putting words down on paper you also need to know how to format it correctly so that journalists will want to read it!
| Takeaways |
|---|
| Craft press releases that captivate the audience. |
| Focus on creating a compelling headline and subheadline. |
| Incorporate essential details in the body of the press release. |
| Use quotes from relevant sources to enhance credibility. |
| Ensure the press release is concise and easy to read. |
| Tailor the press release to the target audience. |
| Provide clear contact information for inquiries. |
| Consider using professional press release writing services. |
| Distribute the press release through appropriate channels. |
| Monitor and analyze the effectiveness of the press release. |
1. Know Your Audience
When writing a press release, you need to know your audience. Not only will this help you craft the copy in the right tone and style, but it will also make you more familiar with the media outlets that your target audience reads.
Most importantly, knowing who your target audience is will help you decide what kinds of stories they want to read about and how they like their information presented.
Writers must understand their market so they can write content that resonates with them. This way, writers succeed in creating a quality product that brings results for both themselves and their clients/businesses.
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2. Decide On Your News
So, you’ve decided to write a press release. Great! Now it’s time to figure out what you’re going to write about.
Decide on your news
First, decide if your news is relevant for your business and the audience that reads the media in which you want it published. When thinking about this question, keep in mind that there are two different types of news: general and local.
General news is focused on events that affect large groups of people (for example: “The Space Shuttle Endeavor explodes upon reentry into Earth’s atmosphere,” or “New York State bans smoking in all public places”).
Localized news refers specifically to events within geographic areas smaller than one country (for example: “A fire breaks out at a chemical plant located next door,” or “A tornado hits downtown Jacksonville”). It can also involve information about an event happening within one building (for example: “There has been an explosion at Apple headquarters”).
3. Choose A Catchy And Interesting Title
Your headline is the first thing that will catch the reader’s attention, so it needs to be catchy and relevant. This means that you need to choose a headline that is relevant to the content of your press release, as well as your target audience. The title should also reflect the newsworthy nature of your press release (i.e., if it’s about something new or different).
You want readers who are interested in reading more about your business or product/service offerings because of how interesting they sound when they read through the rest of what you have written!
When it comes to writing effective press releases, understanding the do’s and don’ts is crucial. Dive into our expert insights on the dos and don’ts of writing press releases to ensure your releases leave a lasting impact.
4. Create An Attention Grabbing First Paragraph
A press release is a short, well-written piece of copy that describes your company and its time-sensitive newsworthy events. You can use it to announce a new product or service, your entry into a new market, change in leadership, or anything else you think will be relevant to the media and potential clients.
A good way to think about writing a press release is to imagine yourself as an editor at a newspaper. Editors need their reporters to hook them in with their first paragraph so they’re interested enough in what follows that they don’t just skip over it and go right for the sports section instead.
This means your first paragraph needs to be attention-grabbing so it draws readers in immediately. A great way of doing this is by summarizing the news as quickly as possible while making sure it still contains all the important details.
5. Use The Inverted Pyramid Style To Structure Your Press Release
The inverted pyramid style is the most common form of news writing—and it’s also a great way to structure your press release.
In this style, all the important information is placed at the beginning of the document, and details are added as they become less important. This format allows readers to quickly get a sense of what you’re talking about.
It’s also used by many news outlets, which means that your press releases will be easier to understand and consume by potential customers or partners. The inverted pyramid style helps you organize your thoughts so that you can write clearly and concisely about them in your document:
Crafting press releases for small businesses presents unique challenges and opportunities. Learn from our experiences and gain valuable insights by exploring our takeaways from writing 1000 press releases for small businesses.
6. Write In the Third Person To Appear as a Professional
When writing your press release, you’ll want to keep things professional by using the third person: “the writer” or “the company” instead of I or us. This gives your PR a polished feel that will make it more attractive to journalists and news outlets looking for stories.
Use first person only in quotes from the subject of your PR for example, if you’re writing about how excited your CEO is about an upcoming product launch, use his or her own words rather than referring to him/her as “you.”
Second-person language can be used for case studies and customer testimonials. Using “you” makes the reader feel like they are experiencing what’s being described firsthand; it creates a sense of intimacy between them and whoever is speaking on behalf of the business (and since these types of content pieces often appear in blogs or newsletters).
7. Ensure you include a call to action
At the very end of your press release, you should include a call to action. This is a statement that asks the reader to do something. It could be a link to a landing page where they can learn more about your business, or it could be asking them for feedback on the service you offer or even requesting testimonials from clients.
A call-to-action is an element of copywriting used in marketing and advertising that encourages readers/viewers/listeners etc., by directly stating what outcome(s) are being sought by those involved (i.e., “Call us now”, “Buy our product today”)
8. Make Use Of Bullet Points For Clarity
Bullet points are a great way to break up text and make it easy to read. They also help highlight important points, which makes the text more interesting. They’re also concise, making them ideal for shorter releases. Lastly, they’re engaging and can be used in different ways if you want to add some color or flair to your release!
So what does this mean? If you want to write an effective press release that’s easy to read, concise, and engaging use bullet points!
9. Check For Spelling And Grammar Mistakes
Congratulations! You’ve finished your press release. That was hard work, but it will pay off. Now take a breather and check for spelling and grammar mistakes. Use an online spell checker (or just have someone else read over the release) to make sure that you haven’t made any embarrassing errors.
If you’re worried about something sounding too formal or stilted, try reading the press release out loud to yourself before sending it out into the world. This will help you catch awkward phrasing or areas where sentences are too long or too short.
Startups have their own set of considerations when it comes to press releases. Elevate your startup’s PR strategy with our expert tips shared in the guide for writing press releases for startups.
10. Include A Quote From A Relevant Person Or Spokesperson In The Company To Add Value To The Release
Here’s the thing: no one likes reading through a boring press release. The purpose of your press release is to get people talking about your company or product, so you want to make sure it’s not just informative but also engaging.
One way to do this is by including quotes from relevant people in the industry. This can be from representatives of other companies in the same field, customers who love your product, or even high-level executives at your own company (like the CEO).
Quotes are a great way to add value to a release and give readers a reason for why they should care about what you have to say.
11. Send Out Your Press Release At The Right Time Of Day
It’s important to consider the time of day when you send out a press release. If you’re sending out your press release at 5 am or 8 pm, chances are that most people won’t be online and therefore won’t see it.
You should send out these releases during peak times when your audience is most likely to be engaged in what they’re doing and thus more likely to see whatever content you’re releasing (whether that’s a blog post, an email newsletter, or even just a tweet).
12. Write An Enticing Subject Headline To Increase Open Rates With Your Pr Emails
To make sure that your subject line is effective, you need to ask yourself some questions. First and foremost, does the subject line include all of the relevant information? You should be able to answer “yes” without much hesitation. If not, then it needs work.
Another thing to consider is whether or not your subject lines are catchy enough. Do they include numbers or symbols? Is there a word in each one that will catch people’s attention right away when they see them in their inboxes? If so, great! But if not, consider reworking them until they do.
As part of this process of making sure they’re perfect before sending them out into the world (via email), try writing a few variations on each one and seeing which performs best according to to open rates and clickthroughs/etcetera
13. Use Hashtags On Social Media With Your Press Releases
The final step is to get your press release shared on social media. This can be done by using hashtags that are relevant to your content and engaging with the audience in a meaningful way.
For example, if you’re writing about a new app that helps track customer feedback, use hashtags such as #apps or #customerservice. If you want to highlight some key points in your post, try adding them to the title of your tweet: “We used our new app to track customer feedback! Watch out for these common problems: [insert problem].”
Hashtags are also useful when sharing links on Twitter or Facebook they allow users interested in similar topics to find and engage with one another through their feeds without having to search for them directly (and hopefully convert).
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Conclusion
So that’s how you write the perfect press release! Don’t be afraid to try out new ideas and experiment with what works best for your brand, but always follow those five steps. They will make sure that your press releases are engaging, effective, and impactful on readers—making them more likely to share them with their networks too!
If you have any questions about this post or need help writing an effective press release, feel free to reach out to us at [email protected]. We’re happy to help 🙂
Further Reading
Here are some additional resources that can provide more insights into writing effective press releases:
Mailchimp: Writing Press Releases
A comprehensive guide from Mailchimp on crafting compelling press releases that grab attention and engage your audience.
HubSpot: Press Release Template
HubSpot offers a detailed press release template that can help you structure your releases for maximum impact and readability.
Shopify Blog: How to Write a Press Release
Discover the key elements of a successful press release and learn how to create one that effectively communicates your message.
FAQs
What are the essential components of a press release?
A press release typically includes a headline, a subheadline, a dateline, the body of the release, contact information, and any relevant media. These elements work together to convey the news and capture the attention of journalists and readers.
How can I make my press release newsworthy?
To make your press release newsworthy, focus on presenting a unique angle or story that is relevant to your target audience. Highlight the significance of your announcement and its potential impact.
What is the ideal length for a press release?
A press release should be concise and to the point. Aim for around 300 to 500 words, focusing on the most important details and key messages. Longer press releases may lose the reader’s attention.
How do I distribute my press release effectively?
Consider using online distribution services, reaching out to relevant journalists and media outlets, and sharing your press release on your company’s website and social media channels. Tailor your distribution strategy to your target audience.
Should I include quotes in my press release?
Yes, including quotes from key stakeholders can add credibility and a human touch to your press release. Quotes provide an opportunity to include direct perspectives and insights related to the news you’re announcing.
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.
