Welcome to the world of press releases. It’s a scary place for many, but it doesn’t have to be that way! Here I’ll walk you through the basics of writing an effective press release and how you can use them as part of your content marketing strategy.
| Takeaways |
|---|
| 1. Understand the key components of a press release, including the headline, lead paragraph, and body content. |
| 2. Craft a compelling headline that encapsulates the core message of your news. |
| 3. Create an engaging lead paragraph that answers the who, what, where, when, why, and how. |
| 4. Structure the body content to provide additional details, quotes, and relevant information. |
| 5. Include a boilerplate with essential background about your blog or organization. |
| 6. Tailor your press release to your target audience for maximum impact. |
| 7. Emphasize the unique aspects of your news to capture media and reader attention. |
| 8. Proofread and edit your press release to ensure clarity, correctness, and professionalism. |
| 9. Provide accurate and up-to-date contact information for media inquiries. |
| 10. Adapt your writing style to match the tone and style of your blog or organization. |
Use A Press Release To Announce A Product Launch
A product launch is an event designed to introduce a new product to the public. It can be a press release, an email blast, or a blog post. The purpose of a product launch is to generate interest in your new offering and encourage people to purchase it.
A press release that announces the availability of your new product should include:
A brief description of what you’re offering (a paragraph or two)
Who this information is targeted toward (businesses? consumers?) and why they should be interested in what you’re selling (how does it benefit them?)
How much does the product cost and where customers can purchase it (ie., online store link, etc.)
Use a press release to announce that your company is sponsoring an event.
When you’re a sponsor of an event, your company will be listed as such on the event website. In addition to that, you can use a press release to announce that your company is sponsoring an event in your local area.
Use the headline “XYZ Company Announces Sponsorship Of [event name] Event.”
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Include Your Logo And Contact Information In The Header
Write something like: “XYZ Company is proud to announce their sponsorship of [name of event].”
Also include details about how long you’ve been involved with the organization or event and what makes it special to you (e.g., how many years have passed since you started working with them). Mentioning why this particular organization matters so much to you will help readers understand what makes them unique from other brands that also sponsor events.
Be sure to include information about where and when the actual event will take place; mention its location and date, along with its purpose (if applicable). Then make sure there’s the contact information for anyone interested in finding out more about attending!
Use A Press Release To Announce That You’re Accepting Nominations For An Award
The perfect time to use a press release is when you’re accepting nominations for an award. You’ll want to include the award name and its criteria, as well as when the deadline is and who should contact if they want to nominate someone or something. This will help reporters find your press release quicker and write stories about it that are relevant to their audiences.
Here’s An Example Of How We Would Write This Type Of Press Release
You’ve been nominated for Best French Fries in America by Yelp! Use this free template to announce that you’re accepting nominations and thank those who have already supported you!
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Use A Press Release To Announce That Your Company Has Achieved Something Noteworthy
Use a press release to announce that your company has achieved something noteworthy. For example, if your company has won an award or recognition, announce it using a press release.
Use a press release when you have good news about your customers. For example, if one of your products received high marks from industry experts, use this as the basis for an announcement in which you share this information with all of your stakeholders (e.g., potential clients).
Use a press release as part of a new product launch. This is one way to get attention from media outlets and other blogs who might be interested in publishing articles about the new product/service offering.
Use a press release when you have good news about your company. If any major changes are happening at the firm new hires or promotions a press release can help spread the word in an organized fashion without spending too much time on each outlet (though always remember: write for each outlet individually!).
Use A Press Release To Announce That You’re The Recipient Of An Award Or Recognition
Announce being the recipient of an award or recognition.
Example: “The Savvy Blogger has been named one of the best blogs for photographers by [name of publication], marking our fourth year in a row as a finalist for this prestigious honor.”
Do not announce winning awards or recognitions that you have no intention of winning.
Example: “The Savvy Blogger was recently named one of the best blogs for photographers by [name of publication], marking our fourth year in a row as a finalist for this prestigious honor.”
Use a press release to announce you’ve acquired another company or been acquired by another company.
When announcing an acquisition, it’s important to include a quote from the CEO of both companies.
This is a great way to give your target audience insight into how this acquisition will affect them. It’s also important to include quotes from the management teams of both companies, so they can share their excitement about being part of something bigger than themselves!
Use a press release when you have good news about your customers.
A good press release should be newsworthy and interesting. If a customer is pleased with your product or service, this is certainly something that you can use to your advantage. The better your product, the easier it will be to write a press release about it!
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When Writing A Press Release About Customer Success, There Are Many Factors To Consider
Who are these customers?
How did they find out about us?
What do these customers love about us? Why did they decide to use our services?
How does this benefit them as well as our business? What does this bring for both sides of the table?
Use A Press Release As Part Of A New Product Launch
If you’ve got a product or service that’s launching, but you’re not sure how to get the word out about it, a press release is an easy and effective way to do so. The best part is that if your new product or service has anything to do with social media, then all of these press releases can be posted directly onto your blog. For example:
A New Social Media App Just Launched! Tell Us All About It In This Press Release
A popular blogger just launched a beauty line! Show off her amazing products with this one-of-a-kind press release!
Your brand has recently partnered with another big name (think Victoria’s Secret). Tell everyone why they should buy your products by writing up a fun, informative piece on how awesome they are!
Use a press release after your company has exhibited at or sponsored a conference or trade show.
You can use the opportunity to promote a new product or service. Find a way to tie it into a newsworthy event. If you’re sponsoring an event, your company’s name will get in front of your target market. Consider giving away tickets to the event as a promotion.
You might also want to consider sending out press releases after the event has taken place if there was something especially noteworthy about it that impacts your business (or industry).
For example, if you were exhibiting at a trade show for software developers and there was an announcement made about how this particular programming language is going mainstream.
Consider sending out a press release about it so that reporters covering technology understand how much value there is for their readership in learning this skill set now rather than later when it’s too late!
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Be Timely With Your News, But Not Too Timely
Timeliness is an important factor in successful releases. You want to be timely, but not too timely. If you’re too late, it will appear as if you aren’t interested in the news or your company has been slow to react. If you’re too early, it could come across as unprofessional and lackadaisical on behalf of your brand or organization.
There’s also such a thing as being over-timely: finding a hot story and releasing a press release that covers the same topic within 24 hours (or even less) can make readers feel like they’ve already seen this news elsewhere before they even read yours and can leave them wondering if maybe this wasn’t so hot after all?
Choose The Right Format, And Be Sure To Include All The Pertinent Information
Choosing the right format for your news is important to ensure that it’s easily read and understood by journalists. When you’re creating a press release, it’s important to make sure your news is easy to find, share, and understand.
To Do This
Choose the right format for your news – A good rule of thumb here is “don’t be too clever” with your format. You want something easy for readers and journalists alike (that means no crazy fonts or graphics). Stick with standard formats like HTML, and PDF/Word documents—this should get you by in most cases.
Include all pertinent information-Make sure there aren’t any missing pieces of information here! Journalists have very little time on their hands so they can’t spend hours trying to figure out what’s going on if there are any gaps in the information provided by you or another source (like an image).
Write Like You Talk-In Plain English, And From The Heart
The most important thing you can do when writing a press release is to write as you talk. It may be tempting to use words that are overly technical or too vague, but don’t do it. Write in plain English without any jargon, and try not to be overly emotional or stiff either.
This kind of approach will avoid underselling your product while also making sure the reader understands what they are reading.
That being said, some things need to be included so make sure they’re written clearly and concisely:
The headline should summarize the news in one sentence (no more than 50 characters).
You should include key details such as who said what about your company/product/service; why this matters; when this happened; where this happened; etc.
Don’t Overhype Everything–It’s Boring, And It Hurts Your Credibility
Overhyping is a sign of insecurity, desperation, and immaturity. Think about it: if you’re so great that everyone should already be clamoring to know more about you and what you’re doing (and why they should care), then why would you need to hype?
Overhyping is also a sign of poor writing skills it shows that the writer can’t interestingly articulate their message. If the writer can’t find the right word or phrase to convey meaning effectively with clarity and brevity while maintaining interest in what he’s saying, then his writing isn’t going anywhere fast!
Craft Strong Headlines And Subheads
Headlines are the first thing a reader sees when they’re scanning through their social feeds or newsfeeds, so it’s important to use something that will make them stop and click on your article.
You don’t want to be too vague or too specific you need something that stands out in a crowded field of other stories, but still has enough information so that someone knows what they’re getting into before they click on the link.
Subheads serve two purposes: They break up large blocks of text into more manageable chunks, making it easier for readers to digest what you’ve written; and they provide a quick summary for each section at a glance without having to read through everything else first (this is especially helpful if someone skims over an article instead of reading it in its entirety).
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Optimize Your News For Seo Purposes
But don’t get too carried away with keywords and keyword phrases.
Optimization for search engines is important, but don’t get too carried away with keywords and keyword phrases. You should use your main keyword phrase once in the first paragraph and again in the last paragraph. If you have more than one keyword phrase, then include them in subheadings as well. Don’t overdo it!
It’s still vital that you write for humans – not search engines – so focus on content quality above all else. Use your target keyword(s) sparingly and make sure that every sentence has a purpose (and isn’t just filler).
Make Sure Every Sentence In Your News Serves Some Purpose (And Delete Any That Don’t!)
To optimize your press release for the greatest possible impact, it’s important to make sure every sentence serves some purpose and delete any that don’t.
You may be tempted to keep these “filler” paragraphs because they sound good or because they’re a part of the source material you are quoting. But those words will only dilute the effectiveness of your release, so cut them out!
If you have an especially long document and find yourself struggling with too many sentences (or whole paragraphs), consider breaking up different sections into separate releases.
This is especially true if each section addresses a different topic within your business category. If you have multiple products or services available, this can also be helpful if one product or service stands out as more newsworthy than others at this time in mindshare among industry pundits or key influencers in your field.
Conclusion
It should be clear by now that writing press releases aren’t as simple as filling in the blanks. There are a lot of strategies to consider when crafting your news, from the timing of your release to the format you choose. But if you take the time to do it right, then you’ll see results and that’s what matters most.
Further Reading
Here are some additional resources that can provide you with valuable insights into writing effective press releases:
How to Write a Press Release – The GuardianLearn from The Guardian’s guide on how to craft a compelling press release that grabs attention and communicates your message effectively.
How to Write a Press Release – ShopifyShopify’s blog offers practical tips for creating press releases that resonate with your target audience and generate media coverage.
How to Write an Effective Press Release – ProCopywritersDiscover ProCopywriters’ advice on creating press releases that make an impact, including key components and best practices.
FAQs
What are the essential elements of a press release?
A press release typically includes the headline, dateline, lead paragraph, body paragraphs, boilerplate, and media contact information.
How do I create a compelling headline for my press release?
Craft a concise and attention-grabbing headline that highlights the most important aspect of your news. It should be clear, engaging, and relevant to the target audience.
What should I include in the lead paragraph of a press release?
The lead paragraph should succinctly answer the key questions: who, what, where, when, why, and how. It should provide a concise overview of the news to entice readers.
How do I structure the body paragraphs of a press release?
Use the body paragraphs to delve deeper into the details of the news. Include relevant quotes, statistics, and additional information that supports the main message.
How important is the boilerplate in a press release?
The boilerplate is a brief description of your company or organization. It provides essential background information and helps establish credibility and context for the news.
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.
