Press releases are a long-standing and effective way to get your company’s name out there. They’re also a great way to get people talking about what you do, which can lead to more business. But if you’ve never written one before, how are you supposed to know what goes into one? Here’s the scoop:
| Takeaways |
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| – Learn strategies and insights from a public relations expert to achieve results with press releases. |
| – Discover techniques for writing press releases that capture media attention and drive desired outcomes. |
| – Gain practical advice on optimizing press releases for better coverage and engagement. |
| – Understand the importance of effective press release distribution and measuring success metrics. |
| – Implement expert tips to enhance your PR campaigns through impactful press releases. |
Headline
The headline is the most important part of your press release. It should be catchy, attention-grabbing, and relevant to your story. The headline should be clear and concise, easy to read (no long sentences), grammatically correct, relevant to the story and answer a question that people would want to be answered about you or your business/product.
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Sub-headline
Your sub-headline should be a clear summary of the story, but not so long that it becomes a burden to read. It should also be interesting and relevant to the story you’re writing about.
The length of your sub-headline will depend on the format you’re using, but generally speaking, it should be easy to read and concise enough that people don’t have to think too hard about what they’re reading good writing is always best!
Dateline
The dateline is your chance to tell the reader where you are from. It’s another way of saying “this happened in my town.” It should be a place name or location that allows people to see the event as something that could happen anywhere, not just in one city or country.
You want to try and use names that readers don’t know all over the world, but you also want them to be able to relate to those places. For example: “The city of Tulsa” wouldn’t work as well as something like “Tobago,” which might be more exotic sounding but still something most people would recognize on their map.
When writing a press release, always put this first paragraph at the top of every page so that it stands out visually and makes it easier for editors and journalists who are skimming through hundreds (or thousands) of releases each day!
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Introduction
Here’s how to get results with press releases:
- Introduce the subject of the press release.
- Summarize the most important points, such as your main message and key statistics.
- Provide a brief overview of the release; what it is, when it was written, and who wrote it (you).
- Providing a brief overview of your company, product or service-what makes you different from others in your industry. What makes you stand out?
- Present an issue that has impacted your life or industry in a way that will resonate with those who receive it (you may want to include both sides of the issue).
Body Text
The body of your press release should be a straightforward summary of the event or announcement. Only include all the details that are relevant to how this information affects your readers, and keep it short and sweet.
The best way to do so is by using the inverted pyramid style, which means you start with a summary (or “lead”) of what’s happening at the top of your text, before diving into more detail below.
For example:
Inverted Pyramid Style – This sentence contains your most important information and should be read first!
This will be followed by an explanation of why this announcement is important and how it affects you as an audience member, including any statistics or quotes from experts if necessary (see more on writing effective headlines in our next section).
Then comes an overview of what happened next; then who did what; then where they went; etc., until finally ending with a brief conclusion wrapping up everything together as well as possible without being repetitive since we’re already repeating ourselves throughout these paragraphs’ content itself!
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Sub-Section Headings
It’s important to use sub-section headings, as they give your readers a break from all the content and allow them to focus on specific parts of your press release.
Sub-section headings should be short (2-4 words) and descriptive. They also need to be relevant to the content, otherwise, readers will just skip over them when skimming through your press release.
About The Company
The first step to a successful press release is to make sure your company is well represented. Your brand’s history and mission should be clearly defined, as should its values and culture. You can also include a list of facts about the business, awards that it has won, and newsworthy events in which it has participated.
Quotes
Quotes are an important part of a press release. They help add credibility to your company, as well as humanize it. When you have a quote from an expert in your field or industry, it helps to make the story more interesting for readers who may be unfamiliar with the industry or topic at hand.
Summary/Boilerplate Copy
After writing a press release, you’ll need to write copy for the boilerplate. This is the last paragraph of the press release and is used to inform readers of the key points in your story. The boilerplate should also be used to reinforce these key points by repeating them at least once more in this section of your release.
A boilerplate copy can be used when sending out multiple releases about various topics or stories: it’s a great way to let reporters know that you’ve got more information on hand if they’re interested in learning more (and thus getting their attention).
Writing a news release that gets published requires finesse and strategy. Our guide on Here’s How to Write a News Release That Gets Published walks you through the steps to create a compelling release that journalists can’t resist. Get your story the coverage it deserves.
Call To Action And Contact Information
A call to action is a statement that directs the reader to take some sort of action, such as visiting your website or contacting you.
Contact information should be provided so that people can get in touch with you if they have questions or comments. The best place for this information is at the end of your press release and below your byline. It should include:
A link to another section on your site that contains more information about the topic being covered in the release (such as “For more info…”)
Links to other websites related to yours/your expertise/your company (for example, blogs where you’ve written guest posts)
Social media links (Twitter handle, Facebook page URL) so readers can follow them if they want more updates from you and companies like yours
A contact form for customers who want even faster access than social media gives them
Photo, Logo, Image, Or Other Visual Assets
In your press release, you should include a photo, logo, or image to help draw attention to the content and convey your message. For example, if you are launching a new product or service and want to show how it works:
- Take a photo of the product in action
- Create an infographic that displays the key benefits of using this service (e.g., “How To Get Results With Press Releases”)
- Create a video that shows how easy it is for users to use this service
Looking for the best way to grow your PR campaign? Dive into the power of press releases with our article on Why Press Releases Are the Best Way to Grow Your PR Campaign. Explore the potential of press releases and how they can amplify your public relations efforts.
Conclusion
We hope that these tips have given you a better understanding of press releases and how they can help your business. As always, we wish you the best in your future efforts!
Further Reading
For more in-depth insights and tips on writing effective press releases and measuring their success, consider exploring these resources:
How to Write a Great Press Release with Expert Advice & Real-life ExamplesLearn from experts and gain inspiration from real-life examples to craft impactful press releases that grab attention.
The Ultimate Guide: How to Write a Press ReleaseDelve into a comprehensive guide that covers the fundamental elements and strategies for writing compelling press releases.
Measuring Press Release Success: 12 Essential MetricsDiscover key metrics and insights to assess the effectiveness of your press releases and optimize your PR strategies.
FAQs
Got questions about writing press releases and measuring their impact? Here are some answers to commonly asked questions:
How do I write a press release that stands out?
Crafting a standout press release involves focusing on a compelling headline, concise and relevant content, and a clear call-to-action. Incorporate newsworthy angles and ensure your writing is engaging and informative.
What elements should be included in a press release?
A well-structured press release typically includes a headline, subheadline, lead paragraph, body content, boilerplate, contact information, and release date. Each section serves a specific purpose in conveying your message effectively.
How can I measure the success of my press releases?
Measuring press release success involves analyzing metrics such as media coverage, website traffic, social media engagement, click-through rates, and lead generation. These indicators provide insights into the reach and impact of your press release.
What is the best way to distribute a press release?
Consider using press release distribution services, reaching out to targeted media contacts, and leveraging your own PR network. Tailor your distribution strategy based on your target audience and goals.
How can I optimize press releases for SEO?
To enhance press release visibility in search engines, incorporate relevant keywords naturally into the content, use descriptive anchor text for links, and include multimedia elements such as images and videos. This can improve your press release’s search engine rankings and online discoverability.
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.