Creating the optimal press release format is essential for gaining media attention and coverage. The key elements include a compelling headline, informative subheader, clear dateline and lead paragraph, well-structured body content with relevant quotes, and concise boilerplate with contact details. Proper formatting - such as short paragraphs, readable fonts, and ample white space - improves scannability for busy journalists. Incorporating multimedia elements strategically can enhance storytelling, while optimizing for mobile and search ensures wider reach.
By mastering these press release best practices, companies can boost the impact of their news and build stronger media relationships.
Summary
1. Elements of a standard press release format
2. Formatting guidelines for press releases
3. Tips for optimizing press release format
Lackluster headlines and subheaders are a surefire way for your press release to get overlooked by busy journalists. Without a punchy headline that grabs attention and a subheader that teases the newsworthiness of your announcement, even the most groundbreaking news can go unnoticed.
The solution is to craft headlines and subheaders that stand out and give journalists a reason to keep reading. A great press release headline is brief (under 10 words), uses strong, active language, and focuses on the most unique or impactful part of your news. For example: "XYZ Corp Unveils World's Fastest Wireless Router" or "Local Bakery Wins National Award for Best Apple Pie".
Your subheader should then provide a concise summary of the key details - the who, what, where, when and why that reporters look for. Something like: "New FlashRouterX enables speeds up to 1 Gbps, will be available nationwide on June 1" or "Mom & Pop Bakery beat out 200 contenders at American Pie Championships with secret family recipe".
By frontloading your press release with a powerful headline and informative subheader, you drastically increase the odds of it getting picked up. Keep them short, snappy and straight to the point to make sure your news Release gets the attention it deserves.
The dateline of a press release should include the city in all capital letters, followed by the state abbreviation if the city is not well-known, and the date. For example:
NEW YORK, June 15, 2023 –
The dateline is then followed by a compelling lead paragraph that summarizes the key points of the announcement and grabs the reader's attention. A strong lead should concisely answer the "who," "what," "where," "when," and "why" of the story in around 35-45 words.
For instance:
NEW YORK, June 15, 2023 – XYZ Corp, a leading tech innovator, today announced the launch of its groundbreaking FlashRouter at the TechVision Conference in San Francisco, ushering in a new era of ultra-high speed wireless connectivity.
This example dateline and lead efficiently convey the essential details - the company (XYZ Corp), the news (FlashRouter launch), the location (San Francisco), the timing (today), and the significance (groundbreaking product, ultra-high speed) - setting the stage for the rest of the release. By following this concise and informative format, you can capture media interest from the very first lines of your press release.
The body of your press release is where you provide the essential details of your announcement, expanding on the key points summarized in your opening paragraph. Short, focused paragraphs of two to four sentences each allow journalists to quickly scan and absorb the information.
A logical flow of information, starting with the most critical details and then providing supporting context, quotes, and data, makes your press release easy to follow and adapt into a news story. Judicious use of bold formatting can also help highlight key facts and figures for added emphasis and scannability.
Relevant, authentic-sounding quotes from key stakeholders add vital human insight and lend credibility to your narrative. Whether providing an executive perspective on the significance of the news or a testimonial from a satisfied customer, quotes break up blocks of text and let journalists easily pull soundbites to enliven their articles.
By structuring your body content strategically and incorporating meaningful quotes, you arm media contacts with the material to craft a complete and compelling story based on your press release. Ultimately, a well-organized body with pithy, pertinent quotes can be the difference between a press release that gets ignored and one that earns you the media coverage you're seeking.
Founded in 2005, XYZ Corp has been a pioneer in cloud computing and data analytics. With a global presence across 5 continents, the company serves over 10,000 enterprise customers, helping them harness the power of their data to drive business outcomes. XYZ Corp has been consistently recognized as a leader by top analyst firms.
For more information, please contact:
John Smith
PR Manager, XYZ Corp
john.smith@xyzcorp.com
555-123-4567
Keep your press release concise, ideally limiting it to a single page. Aim for a total length of 300-500 words, including the headline, body paragraphs, quotes, and boilerplate.
Structure your press release body using short paragraphs of two to four sentences each. This improves readability, especially on mobile devices, and allows journalists to quickly scan for key information.
Use bullet points sparingly to highlight important facts or figures. They can effectively break up blocks of text, but overuse diminishes their impact. Similarly, use subheadings judiciously to organize longer press releases into distinct sections, enhancing scannability and comprehension.
Using a consistent, easy-to-read font and styling helps ensure your press release looks professional and gets the attention it deserves. Stick to common fonts like Times New Roman or Arial in 12-point size for the body text. Use bold strategically to highlight key points like names, dates, or statistics. Avoid overusing italics, underlining or ALL CAPS which can make your release hard to read.
Aim for a clean, scannable layout by keeping paragraphs short (2-4 sentences) and adding an extra space between sections. This formatting makes it easier for busy journalists to quickly grasp the essentials and decide if your news fits their beat. Paying attention to these details shows you respect their time and positions your release as a valuable resource, not an amateurish afterthought.
Proper spacing and alignment are essential for a polished, professional press release that is easy to read and scan. Use single spacing for the body text with an extra space between paragraphs to improve readability.
While left-aligning the entire press release is the standard, there may be occasions to center certain elements for emphasis, such as the headline, subheadline and boilerplate. However, use centered text sparingly to maintain a clean, consistent look.
Paying close attention to these formatting details, along with font choice and size, sends a signal to journalists that you understand press release conventions. A well-formatted release makes their job easier and increases the chances of your news getting picked up.
Incorporating engaging visuals and multimedia elements can significantly enhance the impact and shareability of your press release:
Images: Include high-resolution, relevant photos that visually illustrate key aspects of your announcement. This could be product shots, event photos, headshots of quoted executives, or other images that add interest and context. Aim for 1-2 images maximum.
Infographics: Consider creating an infographic that presents data, processes or timelines in a visually appealing way. Infographics are highly shareable and can help complex information be more easily understood at a glance. Keep the design clean and focused.
Videos: If you have compelling video content related to your news, such as a product demo, event highlight reel, or executive interview, include a link to it within the press release body. Videos can really bring your story to life but use them judiciously. Aim for 1-2 minutes maximum.
Audio: Audio snippets, such as a podcast excerpt or recorded statement, can add an extra dimension to your press release. Provide a link rather than embedding the file to avoid deliverability issues. Use sparingly and keep clips short.
Remember, any multimedia elements should complement your press release narrative, not distract from or complicate it. Use visuals purposefully to enrich your story. And always ensure image/video files are sized appropriately and easy for media outlets to access and download.
To optimize your press releases for mobile readability:
Keep it concise. Limit the release to 400 words max. Aim for short paragraphs of 2-3 sentences each.
Use a single-column layout. Avoid multi-column formats that require zooming and scrolling on phones.
Choose a large, legible font. Use at least 12pt size and a clean, web-safe font like Arial or Georgia.
Add white space. Include a blank line between each paragraph. Use bullet points to break up text.
Place media contact info at the end. Make it easy to find after reading the release content.
Formatting your release for mobile ensures journalists can easily read it anytime, anywhere, increasing your coverage potential.
Optimizing press releases for search engines is crucial for maximizing their reach and impact. Include relevant keywords naturally throughout the headline, subheadline, and body to help the release rank for important search terms.
However, avoid keyword stuffing, which can make the content seem spammy and hurt its credibility with both search engines and readers. Focus on creating valuable, newsworthy content first and foremost.
The key is to strike a balance - incorporate SEO best practices seamlessly into a well-written, compelling press release. When done right, SEO can amplify your news by making it more discoverable online, driving traffic to your site and enhancing overall PR results.
Media professionals need the right tools and strategies to effectively manage their activities, engage audiences, and maximize media coverage. By harnessing the power of integrated PR management solutions like Wiztrust, companies can optimize their communications workflow, build stronger media relationships, and ensure their content and spokespeople gain the visibility they deserve. As digital transformation continues to reshape the PR industry, adopting a comprehensive, cloud-based platform will be key to staying agile, efficient and impactful in a rapidly evolving environment.