Writing an effective press release is crucial for getting your news noticed by journalists, media outlets, and the public. A well-structured and compelling press release can help boost brand visibility and credibility, enhance your public relations efforts, and shape how your company or product is perceived by both the media and the public.

Writing a good press release is both an art and a science. It requires capturing attention with a strong headline, delivering essential information quickly, and backing up the news with relevant context and quotes. By structuring your press release carefully, focusing on clarity and brevity, and distributing it through the right channels, you can increase the chances of getting media coverage and amplifying your brand’s message.

Below, you will find a step-by-step guide on how to craft a strong press release.

Craft a Strong and Compelling Headline

The headline is the first thing journalists see, so it needs to be concise, clear, and attention-grabbing. A good headline will quickly convey the essence of your news in one line, ideally no longer than 10-12 words. Focus on creating a headline that summarizes the news succinctly while sparking curiosity.

Example:

• Weak Headline: Company Expands Product Line
• Strong Headline: Tech Innovator XYZ Launches Groundbreaking AI-Powered Wearable Device

The stronger headline provides a clear indication of what the press release is about and entices journalists to read further.

In some cases, the news outlet will elect to use the press-release headline as it is, or with just a slight alteration, so it is important to craft a headline that is not just attention-grabbing for journalists but also suitable for the general public.

Write an Engaging Lead Paragraph

The first paragraph is crucial, as it summarizes the key elements of the announcement. It should immediately address the five Ws: Who, What, When, Where, and Why. This paragraph should provide all the essential information, allowing readers to understand the core of the news quickly. Avoid jargon and keep it simple yet informative.

Example:

• Weak Lead: “Our company is excited to announce a new product launch.
• Strong Lead: “XYZ Corp, a leader in wearable technology, is set to revolutionize the industry with the launch of its AI-powered smartwatch, available in stores nationwide starting October 1st.

The strong lead gives specifics and highlights the uniqueness of the product right from the start.

In many cases, it is beneficial to put extra effort into finding a newsworthy angle. Remember, independent papers do not exist to serve as obedient publishers of company news. If you want journalists to pick your press release, it is a good idea to think like a journalist rather than a PR agent. Which part of this is interesting and exciting news? How can I make this press release more relevant for the intended audience? How can I make it easy for a journalist to use this press release without him or her coming off as someone who just lazily reprints dull and self-serving corporate PR releases?

Provide Key Details in the Body of the Press Release

Once you’ve captured attention with the headline and lead, the body of the press release provides more context and depth. This section should expand on the who, what, where, when, and why by including additional details such as the significance of the announcement, key features of the product or event, and any background information necessary for understanding the news.

Keep paragraphs short and focused, ensuring the flow of information is logical and easy to digest.

• Explain the Impact: Why is this announcement important? What sets this apart from similar news?
• Provide Statistics or Data: Include relevant facts, figures, or statistics to add credibility and authority to your announcement.
• Qutoes: It is common to include quotes from key figures in the body, e.g. the company CEO, a head developer, and/or one or more stakeholders. Adding quotes can enhance credibility and give a personal touch. These quotes should emphasize the importance of the announcement and add insight into the motivations behind the news. Well selected quotes can help show the human side of the announcement and provide “sound bites” for journalists.

Example of a quote: “We’re thrilled to introduce this groundbreaking technology that will redefine how consumers interact with wearable devices,” said John Smith, CEO of XYZ Corp. “This launch represents our commitment to innovation and improving everyday life through cutting-edge solutions.”

Add Supporting Information

Press releases often benefit from supporting information, such as:

• Background Info: This could be the story behind the new product, how it was developed, or its market positioning.
• Context: Explain how this development fits into broader market trends or how it solves a problem for the target audience.
• Visuals: Consider attaching high-quality images or providing links to videos, infographics, or other media to enhance your announcement and make it more visually appealing to journalists.

Just as with the rest of the press release, it is advisable to write in a clear and concise manner and avoid jargon that can confuse the reader. When there are good reasons to use industry specific terms that might not be well-known by the journalist or by the reader of the final article, make sure a brief explanation is included.

Boilerplate Information

At the bottom of your press release, include a boilerplate—a short paragraph about the company or organization. This section provides background information about the business, such as its mission, key achievements, and market presence. It’s a static part of every press release that gives media outlets quick context about your company.

Example of Boilerplate: “XYZ Corp is a leading provider of wearable technology that combines innovation, style, and functionality. With over 20 years of experience, XYZ Corp is committed to revolutionizing the tech industry through sustainable and user-friendly solutions.”

Note: It is common to use the same boilerplate for multiple press releases, but make sure you check it each time anyway. You do not want to send out a press release where any information in the boilerplate has become outdated or incorrect, or is in any other way unsuitable for publishing.

Include Clear Contact Information

It’s essential to include contact details for the person responsible for handling media inquiries. This should be a PR representative or media contact, with their name, job title, phone number, email address, and possibly social media links.

Example:
Media Contact: John Smith, Public Relations Manager at XYZ Corp
Phone: (555) 555-555 55 55
Email: john.smith@xyzcorp.com

Make sure this person is easily reachable to respond to questions or offer additional resources, like interviews or media kits.

If media kits are to be used, they should be prepared in advance to be available for immediate distribution if a journalist asks for them. The same goes for interviews: Make sure, in advance, that relevant individuals are available for interviews if any journalist wish to follow up the press release with an interview.

Cultivating professional relationships with journalists can be time and effort well spent, as it may increase your ability to get your press releases read and journalists interested in following up for more information and exposure.

Proofread and Edit for Accuracy

Before sending out your press release, thoroughly proofread it for spelling, grammar, and formatting errors. A professional and polished press release enhances credibility, while mistakes can damage reputation. Additionally, check for factual accuracy—misinformation can lead to issues later, especially if journalists rely on your release for their story.

While you are in the process of editing, also check an extra time to make sure the press release is suitably brief and focused. Although press releases should be detailed, they should also be concise. Journalists typically scan through hundreds of press releases daily, so keeping your release to around 400-600 words ensures it is digestible and to the point. Avoid unnecessary fluff or overly promotional language.

Distribute the Press Release Effectively

Congratulations, you have finnished writing the press release! Now, you need to distribute it effectively to make sure it reaches the right audiences and achieves its intended impact.

Here area few common methods:

• Direct Email to Journalists: Tailor the distribution to relevant journalists who cover your industry. Personalized outreach increases the likelihood of media pickup. Skilled PR agents tend to cultivate professional relationships with journalists and other decision makers over time, to increase their ability to make press releases and other information cut through the noise.
• Press Release Distribution Services: Services like PR Newswire, Business Wire, and GlobeNewswire can help you distribute your press release to thousands of media outlets and increase its visibility.
• Post on Company Website and Social Media Channels: Include the press release in your website’s newsroom or media section. Additionally, sharing it on social media can drive engagement with your audience and influencers.

A Few Tips For Writing Press Releases Concering Certain Topics

Product Launches

Instead of just looking at the new product launch as news in itself, try to explain clearly why this new product is needed and sought after by the intended users of it. Which problem does this product solve? Why is solving this problem important? Can you include a relevant quote regarding this?

It can be tempting to write a press-release filled with corporate speak and fluff, but consumers with cash in hand are often eager to know the basics. Do not forget to include relevant product speficications, when, where and how the product will become available, and other details that may actually be useful to prospective buyers.

The information above is also relevant when a press release is sent out to inform about a product update.

Events

One or more press releases can be an important part of event marketing and putting some effort into them can help ensure better attendance and media coverage for the event – both before, during and after. Make sure the press release is clear about key details such as what the event is about, who should consider attending, where it will be held, when it will take place, and if there is a need to obtain tickets or similar in advance. If attendees must pay to attend, make sure this information – and the exact price or prices – is included.

Mergers and Acquisitions

The main (but not only) reason behind this type of press release is often to inform current and prospective stakeholders about this major organizational change. In addition to simply announcing the acquisition or merger, it is beneficial to explain how this change will ultimately benefit the public/the users. Do not forget to include details about the organizations involved and quotes from key leadership individuals.

New partnerships that are big enough to warrant a press release can be announced in a similar way.

Awards

Organizations often send out a press release when they have recieved an award or similar. It is a clearly a way to brag, so don´t beat around the bush about it. If the organization is happy to recieve this award or recognition – happy enough to send out a press release – make sure that comes true. Also make sure you include information about the entity handing out the award, the award itself, and why the orgization is recieving this award. If there was, or will be, an award ceremony, include information about that too.

This article was last updated on: September 23, 2024