What is a good writing style for a press release?

Writing an effective press release requires more than just announcing news - it demands a compelling style that grabs journalists' attention and clearly communicates your message. Mastering the art of press release writing involves understanding the essential elements of structure, tone, and formatting that make releases stand out in a crowded media landscape. This guide breaks down the key components and best practices for crafting powerful press releases that resonate with media outlets and inspire them to share your story with their audiences.

Summary:

1. The fundamentals of press release writing

2. Crafting the body of your press release

3. Formatting and style considerations

The fundamentals of press release writing

Following the inverted pyramid structure

The inverted pyramid is the standard format for press releases and news articles. It puts the most important information - the who, what, when, where, and why - right at the top.

This structure contrasts with an academic writing style, which builds an argument to a conclusion. In a press release, you give away the ending first. Follow up with supporting details and background info in descending order of importance.

Using the inverted pyramid makes it easy for busy journalists to quickly grasp your story. Even if they don't read the whole thing, they get the essential facts upfront. So to maximize the impact of your press release, always lead with the key points.

Answering the 5 W's and H

A strong opening paragraph should address the key questions of who, what, when, where, why, and how. This approach provides readers with the essential information upfront, allowing them to quickly grasp the main points of your story.

Start by identifying the key players involved (who) and clearly stating the news or event taking place (what). Follow this with details on when and where it occurred or will occur. Most importantly, explain why this news matters and how it came about.

By answering these fundamental questions concisely, you set the stage for the rest of your press release, ensuring that even if readers don't proceed further, they've captured the core of your message. This inverted pyramid structure prioritizes the most newsworthy information, making your press release more effective and journalist-friendly.

Writing clear and concise headlines

To craft attention-grabbing headlines that summarize the key news:

1. Keep it short and punchy. Aim for under 10 words that capture the most newsworthy angle.

2. Focus on active verbs and vivid language to draw readers in. Use words that evoke emotion or curiosity.

3. Highlight the key benefit, finding, or impact that makes the news relevant to the target audience.

4. Avoid jargon, acronyms, or inside terminology. Write for a general audience.

5. Consider including a data point or number to lend credibility and specificity to the headline claim.

Crafting the body of your press release

Using an objective, journalistic tone

"A press release should always maintain a neutral, fact-based tone," says Jane Smith, PR Director at XYZ Agency. 

Adopting an objective, journalistic style helps a press release resonate as a credible news item rather than an advertisement. This means focusing on the facts - who, what, when, where, why and how - and avoiding exaggerated or promotional language.

An impartial tone builds trust with reporters and editors. It shows you respect their role to evaluate the newsworthiness of your announcement. Overly commercial or biased language, on the other hand, can undermine that trust and lead to your release being ignored.

To keep your writing objective, let the details speak for themselves. Use simple, active language. Include meaningful data points and attribute any opinions to quoted sources. With a neutral voice, your press release has the best chance of being seen as news and earning media coverage.

Incorporating relevant quotes

Inserting quotes from key figures or experts adds credibility and interest to your press release. A well-chosen quote can lend authority to your announcement and provide valuable insights or opinions.

When selecting a quote, make sure it is clearly relevant to the news you are sharing. The speaker should have direct knowledge of the topic or a unique perspective to offer. Keep quotes concise and focused - usually just a sentence or two. Aim for punchy, memorable soundbites rather than long explanations.

Attributing the quote to a specific person, with their name and title, is essential. This allows journalists to gauge the quote's importance and credibility. By incorporating authoritative voices, you show that your news has substance and support from key players in your field. Compelling quotes breathe life into your press release and make it a more attractive story for journalists to pursue.

Providing supporting details and context

Relevant background information and statistics lend credibility to a press release. They demonstrate that the announcement is grounded in real-world trends or issues that matter to the target audience.

For example, if launching a new solar-powered product, cite data on rising energy costs or the growth of the renewable energy market. This context shows journalists why the news is timely and relevant to their readers.

Formatting and style considerations

Following AP style guidelines

AP style provides a clear and consistent framework for press release writing. Adhering to these guidelines ensures your release is professional, concise, and easily understood by journalists.

Key AP style rules to follow:

• Use title case for headlines, capitalizing the first word, last word, and all major words.

• Write in third person using active voice and present tense.

• Keep sentences and paragraphs short - no more than 3 sentences per paragraph.

• Spell out numbers one through nine; use figures for 10 and above.

• Include a brief company boilerplate at the end to provide context.

By formatting your release to the standards journalists expect, you improve readability and increase the chances of your news being picked up. AP style helps you speak the language of the media and communicate your message effectively.

Optimizing for digital distribution

To make your press release more readable online and improve its visibility in search engines:

1. Keep it concise. Aim for 400-500 words maximum. Online readers have short attention spans.

2. Use short paragraphs of 2-3 sentences each. Breaking up text makes it easier to scan on screens.

3. Include relevant keywords naturally throughout the headline, subheadings, and body. This helps search engines understand and rank your content.

4. Add multimedia like images, videos, or infographics. Visual elements make press releases more engaging and shareable online.

5. Provide links to your website and social media profiles. This drives traffic and helps journalists find more information.

Including essential contact information

To ensure journalists can easily reach you for more information, include the following essential contact details in your press release:

1. Contact person: Provide the full name and title of the primary media contact. This person should be knowledgeable about the topic and available to answer questions.

2. Email address: Include a direct email address for the media contact. Avoid generic addresses like [email protected] which may get overlooked.

3. Phone number: Provide a direct phone line, preferably a mobile number, where the contact person can be reached. Include the country code for international media.

4. Company website: Include a link to your company's media page or newsroom where journalists can find more information and resources.

5. Social media handles: List your company's primary social media profiles, such as Twitter and LinkedIn, to give journalists additional ways to connect or follow your news.

Format these contact details clearly at the end of your release, each on a separate line. Make sure all links and email addresses are clickable and phone numbers are easily dialable from mobile devices. By providing multiple direct contacts, you make it easy for interested journalists to quickly get in touch and cover your story.

Writing an effective press release in AP style requires understanding key formatting and style guidelines. Craft a compelling headline, lead with the most newsworthy information, and provide supporting details and quotes in the body. Include a company boilerplate and media contact information at the end. By adhering to AP style rules on punctuation, capitalization, and numbers, you demonstrate professionalism and make your release easier for journalists to use. Tools like Wiztrust can help streamline the process by organizing your communication resources, boosting content visibility, and managing media relationships. Mastering the art of the AP-style press release will help you grab media attention and communicate your message more effectively.