Writing an effective press release is key to grabbing media attention and generating publicity for your company or organization. A well-crafted press release succinctly communicates essential information about your news or announcement in a way that makes media outlets want to share your story with their audience. By following best practices for press release writing, including using a standard format, writing a compelling headline, and focusing on newsworthiness, you can increase the chances of your press release being picked up and published.
Summary:
A press release is a written communication directed at members of the news media for the purpose of announcing something newsworthy. It provides reporters with the basics they need to develop a news story.
The main objective of a press release is to pique the interest of a journalist or publication. The goal is to provide enough information so the press release has a chance of being picked up by the media and turned into a published news article.
Press releases come in many forms to announce various types of company news:
• Product launches: Announce the release of a new product or service, highlighting key features and benefits. Used to generate buzz and media coverage around the launch.
• Events: Promote an upcoming conference, webinar, trade show, or other event your company is hosting or participating in. Provides key details like dates, location, agenda, and registration information.
• Partnerships: Publicize a new strategic partnership or business relationship and explain how the companies will collaborate. Builds credibility and positions the firms as industry leaders.
• Executive hires: Introduce a new executive joining the company, detailing their background and responsibilities. Demonstrates growth and attracts media interest around the new leader.
• Milestones & achievements: Share company milestones like anniversaries, awards, funding rounds, acquisitions, and expansions. Builds brand awareness and establishes thought leadership in your space.
• Research findings: Promote interesting data, survey results, or a whitepaper from your company. Provides journalists with story ideas backed by newsworthy statistics and insights.
A well-crafted press release on a timely, relevant topic gives media contacts the information they need to quickly determine if it warrants coverage and how to position the story for their audience. Following standard formatting and highlighting the news angle up front improves your chances of gaining valuable media mentions.
Writing an attention-grabbing headline is crucial for a press release. The headline should be clear, concise, and communicate the key message in around 10 words or less. Use action verbs and highlight the most newsworthy aspect of your announcement. For example:
"XYZ Inc. Launches Revolutionary Product to Transform the Industry"
The subheadline provides an opportunity to expand on the headline and offer more context. It should further entice the reader and summarize the key points of the press release in one to two sentences. For instance:
"New software solution increases productivity by 50% and reduces costs, now available worldwide."
By crafting a strong headline and subheadline, you can effectively capture media attention and encourage journalists to read on for more details in the body of your press release. Remember to keep them punchy, informative, and relevant to your target audience.
The body of your press release should follow the inverted pyramid style, presenting the most important information first before moving into supporting details. This structure grabs the reader's attention and delivers the key facts upfront.
Begin with a strong lead paragraph that concisely answers the "5 W's" - who, what, when, where, and why. This crucial first paragraph should clearly communicate the newsworthy angle of your story in around 3-4 sentences.
The following paragraphs should provide further context, background information, and relevant details that elaborate on the lead. Use short paragraphs, clear language, and avoid industry jargon to keep your press release easy to understand. Incorporate quotes from company spokespersons or third-party experts to lend credibility and a human voice to the narrative.
The boilerplate is a brief "About Us" section that provides background information on the company issuing the press release. It should include a concise overview of the company's products, services, mission and any other relevant context for the media.
For press inquiries and more information, please contact:
John Doe
PR Manager, ACME Inc.
johndoe@acme.com
(555) 123-4567
Read How to create the ideal press release format
Your opening paragraph is your chance to grab the reader's attention and entice them to keep reading. Start with a strong, attention-grabbing first sentence that succinctly summarizes the most newsworthy aspect of your announcement. This could be a groundbreaking product launch, a major company milestone, or an upcoming event with big implications for your industry.
After your strong lead-in, provide some context and additional details in the next 2-3 sentences. Explain why this news matters now, who it impacts, and any other crucial details that weren't covered in the first sentence. The goal is to give readers a clear understanding of your announcement and its significance right away.
For example, let's say your company is unveiling a new software product. A strong opening paragraph might look like: "XYZ Corp. today announced the launch of ProductName, a breakthrough AI-powered analytics tool that helps marketers increase conversion rates by up to 50%. ProductName uses advanced machine learning algorithms to analyze customer behavior in real-time and deliver highly personalized recommendations at scale. The new software integrates seamlessly with existing marketing platforms and is now available to companies worldwide."
By frontloading your paragraph with the most important information, while still providing enticing details and context, you can craft an opening that will encourage media outlets and your target audience to learn more. Take the time to refine this crucial first impression to maximize the impact of your press release.
When incorporating quotes into your press release, be strategic about who you quote. Ideally, quote a senior executive, industry expert, or satisfied customer to lend authority to your announcement. The best quotes offer unique insights rather than just reiterating information already provided.
Keep quotes concise and ensure they sound natural, not like a scripted marketing message. For maximum impact, place the most compelling quote high up in your press release body to draw readers in. By carefully selecting insightful, authentic quotes from credible sources, you can greatly enhance the impact of your press release and make your news more attractive to journalists and readers alike.
To make your press release more compelling, it's important to include relevant facts, figures and background information that support your main announcement. This additional context helps journalists and readers understand the significance of your news.
However, be careful not to overload the press release with too many extraneous details. The goal is to provide just enough supporting information to pique interest and lend credibility, without losing focus on the key message.
The best approach is to strategically select a few strong data points, interesting anecdotes or expert quotes that reinforce your headline and lead paragraph. Place these supporting elements in the body of the press release, elaborating on the who, what, where, when and why. By striking the right balance between brevity and depth, you'll craft a press release that informs and engages.
Writing an effective press release requires combining newsworthy content with a compelling format. By crafting an attention-grabbing headline, summarizing key information in the lead paragraph, and providing supporting details and quotes in the body, you can create a press release that captures media attention. Optimize your release with relevant keywords, include multimedia assets to enhance storytelling, and distribute it strategically to reach your target audience. By following press release writing best practices and leveraging tools like Wiztrust PR to streamline your PR management, you can boost your brand's visibility, engage stakeholders, and gain valuable media coverage to support your business goals.