If you’re a small business owner, there’s a good chance you’ve had to write a press release at some point. Press releases can be intimidating and often leave people wondering what exactly they’re supposed to include.
In reality, writing a great press release is not hard if you know how to do it correctly. This guide will walk through everything you need to know about writing effective releases that will get your company noticed by journalists and bloggers alike
| Key Takeaways |
|---|
| 1. Tailor press releases for small businesses’ unique needs. |
| 2. Craft compelling headlines to capture media attention. |
| 3. Focus on newsworthy angles that resonate with your audience. |
| 4. Incorporate quotes and data to lend credibility. |
| 5. Optimize press releases for online distribution. |
| 6. Include a concise and informative boilerplate. |
| 7. Monitor metrics to measure the success of your releases. |
| 8. Share press releases on social media for wider reach. |
A Press Release Is Not A Sales Letter
A press release is not a sales letter. It’s not an advertisement, nor should it be written like one.
A press release is a news story: it’s an announcement of something that’s happened or is happening in your company. It gives the reader information about the product or service you’re offering, but it doesn’t try to sell anything directly.
The idea behind these types of articles is that you’re telling people something they want to know about, which could help them make more informed decisions when choosing what products or services they want from you over another company in your industry.
Converting writing into a source of lead generation is a skill that every business owner should master. Learn how to optimize your content for maximum impact in our guide on converting your writing into lead generation.
Use Strong, Descriptive Headlines
If you’re writing a press release for your small business, it is important to make sure that the headline of your release is descriptive. You need to have a headline that highlights what the news is about and why it’s important.
A good way to do this is by using action verbs in your headlines. Action verbs are words like “introduce,” “launch,” or “announce.” These words will give readers an idea of what they can expect when they read further into your press release.
Another thing that makes headlines effective is if they are short and concise (using less than ten words). This will help keep readers interested in what you have written before they finish reading through their copy of your article or blog post!
The First Paragraph Must Truly Be The Most Newsworthy
The first paragraph of your press release should be the most newsworthy. The first paragraph will contain all of the information about what you are announcing, so it needs to be relevant to the reader and also interesting.
The second paragraph can be used to give more details about what your announcement is about and who is involved in it. The third, fourth, fifth, and sixth paragraphs all need only a few sentences each since they are not as important as the others.
Crafting a press release that captures attention and gets published is both an art and a science. Discover the key principles behind successful press releases in our article about the science of crafting press releases.
Make Sure Your Writing Carries Authority
While some people may think that writing a press release is straightforward, there are several rules you need to follow when writing one. The most important rule is that you need to make sure your writing carries authority.
The first step in accomplishing this goal is to use a conversational tone in your press releases. This means that you should write as if you were talking to someone in person, not like an official document or advertisement. You can achieve this effect by using contractions (e.g., “can’t” instead of “cannot,” “couldn’t” instead of “could not”) and using words like “we” instead of “I.”
Include Hard Facts And Results
Include hard facts and results. There’s no better way to prove your point than with numbers, statistics, and examples. If you want to show that the number of customers who visited your store increased by 20% over the last year, then write it down in your press release. Your readers will thank you for not making them use their imaginations!
If there are any positive or negative effects on other businesses because of what you did this quarter (or year), be sure to mention them as well this will give readers an idea of how much impact your work has had on society at large.
Keep Your Reader In Mind
The best way to do this is to imagine the person reading your press release. What kind of person is he or she? Is it an older teenager or a professional in his 50s? The more you can picture him or her, the better you’ll be able to write in a way that will resonate with them.
You can also ask yourself these questions:
- How much time do they have to read this?
- How much effort are they willing to put into reading it?
- What are their expectations of what they will find here, and how can I meet those expectations while still giving them something new and exciting?
Make Sure The Press Release Is Grammatically Correct.
Avoid grammar and spelling errors. Always check for spelling, grammar, and punctuation errors before you send out your press release. Otherwise, an editor may assume that you don’t care about the quality of your work or that you don’t respect their time and neither are good impressions to make when trying to get coverage in a publication.
Make sure there aren’t any slang terms or abbreviations (especially in headlines). Slang can be difficult for non-native English speakers to understand, so avoid using it throughout your writing entirely if possible!
This includes words like ‘lol,’ ‘lmao,’ ‘rly’ and so on. You also shouldn’t use contractions such as “can’t” or “won’t.” Instead of saying something like: “I can not believe how many people came out today,” write: “I cannot believe how many people came out today.” It’s just a more polite way of speaking overall!
Creating a press release that the media can’t resist requires mastering some insider secrets. Explore our tips for writing attention-grabbing press releases in our post on 15 secrets to writing a press release that the media can’t avoid.
Build Credibility On The First Page Of The Press Release
Your press release should start with a quote from the CEO or another senior executive in your company. If you don’t have someone willing to offer some insight into what you do, then look for an outside expert who can speak on behalf of your industry and expertise.
The next step is to provide a quote from someone who has used your product or service. This gives the reader an idea of how they can benefit from using it themselves.
It’s also effective if that person is well-known such as the head of a big company or even a celebrity; this increases their interest in reading further and seeing what else there is to learn about you and your business.
Start With A Unique Angle That Makes Your Story Stand Out
A press release is meant to be a concise and compellingly written summary of your business, product(s), or service. It should draw attention and make the reader eager to learn more about what you have to offer. There are several ways to do this:
Start with an interesting fact
The first sentence of your press release should grab the reader’s attention by presenting an angle on your story that makes it stand out from other similar stories they’ve read recently. This can be done in several ways:
By beginning with a question (“How many times has your phone run out of battery before noon?”) or statistic (e.g., “75% of Americans don’t consider how many times they charge their phones per week”).
Always Include A Quote From Someone In The Company
Quotes are an effective way to add credibility to your story. They also help humanize your company, showing that you are a real person with real people working for you. Quotes can be used to support your claims and show that the information in a press release is accurate.
Be Thorough And Specific When You Get To The Nuts And Bolts Of The News Story You’re Pitching
Be thorough, specific, and detailed. You should be using statistics, quotes, facts, and details that are relevant to the story you’re pitching. If you’re a small business owner who just got a big contract for 5,000 units of your product for the next four years, tell us about it!
If you’ve been working with another company that has been hiring more employees than ever before because of this increase in demand for their product or service (which happens), tell us about it! In short: don’t be afraid to use numbers because they add credibility to your press release!
If Relevant, Include Statistics In Your Text
If you have statistics that are relevant to your story, or if yours is a numbers-intensive industry (like financial services), then include them in your text. Just make sure they’re accurate and easy to understand.
For example, don’t include an entire paragraph of 7th-grade level math equations in the middle of an otherwise straightforward press release; it will be confusing for both the reader and the writer.
Distributing your press release effectively is just as important as crafting it. Navigate the process with confidence using our comprehensive 15-step guide to distribute your press release correctly and ensure your message reaches the right audience.
Include A Direct Call-To-Action And Contact Information At The End Of Every Release
In the last paragraph of your press release, include a direct call-to-action and contact information.
Make sure that the call-to-action is relevant to the content of your press release, and make sure it’s easy for readers to find.
It should also be clear what action you want them to take after reading your press release (and this could be different than what you want them to do once they visit your website). Finally, make sure that any contact information is accurate this includes email addresses and phone numbers.
When writing these sections, keep in mind that they are some of the most important parts because they provide direct value for readers without having them click through from another page (like an About Us page).
Provide A Boilerplate About Your Company At The End Of Your Release
You can also include a boilerplate at the end of your release. Boilerplates are short descriptions of your company that can be used by journalists and bloggers to help them write about you. The boilerplate should include:
- Your company’s name
- Your mission statement, if applicable (for example, “We’re an environmentally conscious architecture firm”)
- Your location (e.g., “New York City”)
- Your main phone number
Double-Check Your Facts And Figures For Accuracy Before Submitting A Press Release For Publishing Or Distribution
Before you send the press release to be published or distributed, make sure that it is 100% accurate and contains no errors. You should have proof of all the facts and figures quoted in your press release. If there are any mistakes, you may lose credibility as a source of accurate information.
Also, remember not to exaggerate or make claims that cannot be verified. Your readers will quickly spot false claims and dismiss any further content from you because they know it’s not credible information if even parts of it are already wrong!
Finally, don’t include any information unrelated to the story being reported on—this will only confuse readers who want clear details without having to sift through all sorts of other stuff first trying to figure out what’s relevant (and what isn’t).
Submit Releases Only On Newsworthy Topics That Are Relevant To Your Business And Industry Sector
When writing a press release, the most important thing to remember is that your company should not be the focus of attention. Instead, you need to focus on the newsworthy topic and how it relates to your business or industry sector.
When selecting topics for your press releases, think about what makes them unique and why people would want to read them. If you can’t answer these questions with confidence, then it’s probably not a good idea for you to write about it just yet!
For example: Let’s say that my business sells organic tea leaves from China. I could publish a press release about how we’re expanding our selection from black teas to green teas because some customers have been requesting more options lately.
This is an interesting story because customers generally prefer one type over another (black versus green), but making this change means expanding our range even further!
Press releases are a powerful tool for growing your PR campaign and attracting attention to your business. Learn why they are a cornerstone of successful PR strategies in our article on why press releases are the best way to grow your PR campaign.
A Press Release Should Be Intriguing And Compelling.
But also contain all of the information needed for journalists to create their own stories about your brand
A press release should be intriguing and compelling, but also contain all of the information needed for journalists to create their own stories about your brand.
Include your contact information and a boilerplate about your company.
Submit releases only on newsworthy topics that are relevant to your business and industry sector.
Conclusion
If you’ve ever wondered how to write a press release for your small business, then this is the article for you. I’ve got all the information you need to get started and will be sharing some tips along the way so make sure you read through it carefully!
Further Reading
Press Release Template: A Guide to Writing Effective Press Releases: Discover a comprehensive guide to crafting impactful press releases that capture attention and deliver your message effectively.
How to Write a Press Release for Your Business: Learn the essential steps to create compelling press releases that promote your business and attract media coverage.
How to Write a Press Release for Your Small Business: Forbes provides insights into writing effective press releases tailored to small businesses, offering valuable advice for maximizing your PR efforts.
FAQs
How can I make my press release more engaging?
Craft a captivating headline and lead that grab attention, focus on a newsworthy angle, and include relevant quotes and data to make your press release more engaging.
What is the ideal length for a press release?
A press release should ideally be around 400 to 600 words, conveying essential information concisely while maintaining reader interest.
How do I distribute my press release?
You can distribute your press release through online distribution services, reaching journalists and media outlets, as well as sharing it on your own website and social media channels.
What should I include in the boilerplate of a press release?
The boilerplate should provide a brief overview of your company, including its background, mission, and key accomplishments, serving as an informational snapshot for readers.
How can I measure the success of my press release?
Track metrics such as media pickups, website traffic, social media engagement, and conversions to assess the impact of your press release and refine your PR strategy accordingly.
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.