Press releases are a great way to get your business in front of the media. A well-written press release can be a powerful marketing tool that can attract new customers, get you featured in the news, and even make you famous. So how do you write a good one?
Well, in my experience as an editor at two daily newspapers and now as a freelance writer specializing in PR (and also fielding questions on Quora), there are some secrets to writing good press releases:
| Takeaways |
|---|
| 1. Emphasize the Power of Storytelling |
| – Weave a compelling narrative into your press releases to captivate readers and journalists. |
| 2. Tailor Your Content to the Audience |
| – Understand your target audience’s preferences and needs to create press releases that resonate with them. |
| 3. Utilize Visual Elements |
| – Incorporate images, infographics, and videos to enhance the visual appeal and engagement of your press releases. |
| 4. Craft Attention-Grabbing Headlines |
| – Create headlines that are concise, attention-grabbing, and convey the essence of your press release’s news value. |
| 5. Provide Clear Contact Information |
| – Ensure that journalists and readers can easily get in touch with your organization for further inquiries or coverage. |
| 6. Leverage Data and Statistics |
| – Include relevant data and statistics to add credibility and support the key points of your press release. |
| 7. Focus on the Unique Angle |
| – Highlight what sets your news apart from others to make your press release stand out in a crowded media landscape. |
| 8. Proofread and Edit Thoroughly |
| – Eliminate errors, typos, and inconsistencies to maintain a professional image and enhance the readability of your release. |
Start With A Powerful Lead
Writing a good leader is about balance. You want to give your reader enough information so that they can understand what the point of your story is, and also make sure you are not giving away too much information, or too little. An easy way to get started with leads is by making them short, simple, and direct.
Some writers like to be very specific with their leads because they feel it helps engage readers more quickly than vaguer language would do.
However, if you’re going to use this approach and I don’t recommend it make sure not to give away all of your best content in the first paragraph! This will leave your audience feeling unsatisfied or confused about what’s going on in your story; worse still, if they’re already confused before reading on then there’s no chance for them at all!
Writing a great press release requires a combination of skills and strategies. Discover valuable insights in our article on writing a great press release and understand why some writers struggle to achieve it.
Write An Attention-Grabbing Headline
I know what you’re thinking: “But I already have a great headline in mind! It’s perfect.”
Well, let me tell you something. If your headline isn’t working if it’s not getting people to read the rest of your release then it doesn’t matter how good the rest of your copy is. You need to start fresh with a different approach.
Here Are Some Ideas For Headlines That Will Keep Their Eyes Glued To Every Word
Use a question or quote from one of the sources quoted in your story (e.g., “Do You Need A Lawyer?”) and ask readers if they agree with this source’s opinion on the topic at hand using words like “should” or “could,” as in “Should We Start To Panic About Our Economy?” or “Could Our Company Lose Its Fortune Through Careless Spending?”
Reference an intriguing statistic (e.g., “Nearly 60% Of All Employers Now Offer Flexible Work Schedules”) followed by another statistic.
(e.g., “According To Our Survey Of 100 Companies…”), then explain how the two facts relate and what they mean for average Americans (e.g., “…Which Means That Employees Finally Have The Power To Decide How They Work And When They Work”).
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Write The Body Copy
Once you have a great headline and first paragraph, the body copy is easy to write.
You’ll want to keep it short, sweet, and conversational. That will be easier if you make sure your headlines are clear and concise so that people will be drawn in by them. If they aren’t interested in reading more of what you have to say, they won’t read on so keep them engaged!
Here Are Some Tips
Use keywords – Keywords are words that people search for online when they want something specific (like “organic dog food” or “new car tires”). The more keywords in your press release, the more likely someone is to find it online. Include at least three of those kinds of words in each section of the text so that Google will index everything for easy searching later on down the road
Include Quotes
Quotes are one of the most effective ways to draw readers in and make your press release stand out from the crowd. They should be short and to the point, but still, capture your reader’s attention. Quotes should also be relevant to the story and come from an expert in the field or someone who has first-hand experience with what you’re writing about.
When it comes time to source quotes for your press releases, don’t just turn to yourself! Find people with experience or knowledge that will make your story more compelling by bringing something new to it someone who isn’t you!
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Structure Your Release For Easy Reading
It’s very important to structure your release so that it’s easy to read. There are certain tools you can use in your writing to achieve this:
Headlines: This is the first thing people will see when they read your release, so make sure it grabs their attention and gives them an idea of what the story is about right off the bat. If you’re not sure how to write a good headline, check out this guide for some tips!
Bullets: Use bullets in lists when possible because they’re much easier on readers’ eyes than lots of long paragraphs.
For example, instead of saying “The main features include X and Y,” say “The main features include X, Y, and Z.” Or instead of saying “We have offices located around the world,” say “Our global presence enables us to deliver high-quality products and services.”
Not only does this help keep readers engaged but it also makes them feel like they’re getting value from reading your press release rather than just being bombarded with information (even though you still want them engaged).
Bold/italicized text: Use bold or italics where appropriate for example if something is particularly important or needs emphasis while reading through your document (we’ll talk more about how/when later!). Remember: don’t overdo it; otherwise, people will think you’re trying too hard…and no one likes that!
Include Facts And Figures
Make sure that the numbers you use to back up your claims are accurate. If you don’t have access to the statistics, or if they’re hard to find, just avoid including them in your press release. Also, be careful about using stats that aren’t relevant to your topic there’s a good chance it will just give readers a headache trying to figure out what they mean!
If there is any question at all about how accurate a statistic is (or even if there isn’t), make sure it’s clearly stated in the body of the press release that this number was “estimated” and other sources may estimate it differently.
Write Short Paragraphs And Sentences
I love long, compelling sentences as much as the next person. But when it comes to writing a press release, there’s no time to waste. You have to get right to the point and say all that you need to say in as few words as possible.
This will make your articles easier for readers to digest and understand quickly; people are busy after all! If you’re worried about sounding like an academic or professor, don’t worry: keep your tone conversational instead of stuffy academic (unless your target audience is academics). Simple language goes a long way here!
Use Bullet Points Instead Of Full Sentences Whenever Possible
Bullet points are more engaging than full sentences because they make important information stand out from other text on the page—and by extension make it easier for readers’ eyes (and brain) to process this information faster than if everything were written out in paragraph form with no breaks between each thought/idea/sentence pairings whatsoever.”
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Punctuate Carefully
Being a journalist, I know how difficult it can be to write succinctly. Say you had to write a press release about a new product from Apple. You wouldn’t want your writing style to sound like this:
A new product has been released by Apple Inc. It is called the new and it is an iPhone with an IPad screen on top of it.
The iNew is 10 inches long, 5 inches thick, and weighs 1 pound. It comes in black or white colors and has all the standard features that come with any other iPhone such as a Wi-Fi connection so you can surf the internet anywhere at any time without having to pay for data usage charges!
That would be too wordy right? So here’s how we would make it more concise:
Use Subheads And Bullets
Subheads and bullets can be used to break up the text. This is important because if you have too much text in your press release, it could make readers’ eyes glaze over.
Subheads and bullets can also be used to organize the information in your press release. If you’re writing about a new product or service, for example, it will help your reader understand what information is most important if you include subheads that say “Who Is This Product For?” or “How Does This Service Work?”
Subheads and bullets can highlight important information for readers who are skimming through their emails or scanning their news feeds.
We all know how easy it is to skip over words like “the” and “and.” By using subheadings that draw attention back to specific phrases (like “New Product Solutions”), you can help ensure that people read every word of your release without making them feel like they’re reading an essay!
Link To Online Sources And Further Information. This Helps With Seo
One of the best ways to enhance your press release is by linking to online sources and further information. You can link to a website, blog, or article that supports the content of your press release. You can also link to an image or video that illustrates what you’re talking about in your release.
You can also link directly to a PDF or whitepaper (business document) if one is available for download on your site. This will help people find information about your products and services in a more convenient way than trying to search for it themselves through Google or another search engine.
Linking directly to social media pages is another good idea because this will get more traffic going towards those pages as well as show where their content originates from when they share it via social media channels like Facebook, Twitter, and LinkedIn!
If you want someone else’s opinion or perspective on something related but not directly related then linking them back here might be useful since we’ve already established credibility within this marketplace through referencing other credible sources who have established their credibility over time!
Include contact info at the top of the press release, with a note that says who to contact for further information. (Include numbers, URLs, and email addresses)
There Are A Few Things You Should Include In Your Press Release
Include contact information at the top of press releases. Include numbers, URLs, email addresses, and any other means of contacting you that are appropriate for the company or person involved. You can also include a note that says who to contact for further information if necessary.
Use action verbs in headlines, subheads, and body copy. The headline is where it all starts, so make sure it’s compelling! Use words that set up an expectation in the reader’s mind about what they might find as they read on specifically use action words that describe what people are doing instead of just stating something abstractly like “increase sales by 10% this year.”
Use Names
People need to see their names in print. (They may even use the releases themselves.)
Whether you’re writing a press release or a blog post, it’s important to use names. It’s almost as if the person reading your work is thinking: “Who are these people? Why should I care about them?”
If you write something like “The new widget from Company X will solve all of your problems,” no one knows who Company X is, so there’s no reason for them to keep reading. Instead, say something like: “Bob from Company X has developed the new widget that everyone can use.” This way, readers know who Bob is and why he matters.
You could also say “According to Bob from Company X…” or even “[Bob] said…” So long as readers know who Bob is and why he matters, they’ll keep reading!
Learning from experienced professionals can significantly enhance your press release writing skills. Dive into the lessons from an experienced press release writer to benefit from the wisdom gained through real-world projects and challenges.
Conclusion
I know you’ve been dying to try this out, so go ahead! The best way to learn is by doing. And remember, keep in mind that your goal is to grab people’s attention and get them interested enough in your product or service that they’ll want more information about it.
You can do this with strong headlines and compelling content, which should help keep things interesting. Good luck!
Further Reading
Here are some additional resources to help you dive deeper into the art of writing successful press releases:
Secrets to Successful Press Releases: Explore expert insights and strategies for crafting press releases that stand out and capture media attention.
How to Write a Press Release: Delve into a comprehensive guide that breaks down the process of writing an effective press release, covering key elements and best practices.
The Secrets of Writing a Great Press Release: Discover valuable tips and tactics for creating compelling press releases that resonate with your target audience and the media.
FAQs
How do I create a press release that gets noticed?
Crafting a press release that grabs attention involves focusing on a compelling headline, clear structure, and a newsworthy angle.
What are the key components of a press release?
A well-structured press release includes a headline, subheadline, body text, boilerplate, contact information, and release date.
How can I make my press release newsworthy?
Ensure your press release highlights timely, relevant, and interesting information that addresses the needs and interests of your target audience.
How do I distribute my press release effectively?
Utilize various distribution channels, including online PR platforms, email lists, social media, and direct outreach to journalists and influencers.
What should I avoid in my press release?
Avoid excessive promotional language, jargon, and vague statements. Stick to factual information and focus on the news value of your content.
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.
