Table of Contents
- Press Release Writing: 8 Tips to Write Stellar Press Releases
- Key Takeaways
A press release is an official statement sent to news media outlets to provide information about a specific subject, create an official declaration, or make an announcement to a target audience. It is an important marketing and communication tool that can help strengthen relationships with the media, establish credibility, earn SEO traffic, and boost customer engagement. It can also help organizations get a positive word out about themselves. This is possible because companies themselves control the narrative of their press releases. If you want to learn how to write press releases to be able to publish more of them more often, check out these fail-proof tips:
Press Release Writing: 8 Tips to Write Stellar Press Releases
1. Make sure the story is newsworthy
Your press release must have a news angle to get people to notice it. So, before you start writing, consider answering these questions:
- Why should the audience care about my story?
- Will the story appeal to my target audience?
Remember that a press release is an official statement sent to the media and potential customers. So, focus your efforts on writing about relevant, newsworthy topics. Although there are many press release writing tips, this one is a must-follow.
2. Use a catchy headline
Effective press release writing is all about making a great start. So, take time and create a catchy, creative headline for your press release. After all, well begun is half done!
Remember, your press release headline is the first thing that reporters will read. If it’s dull or overused, they might immediately delete the email. So, it’s important to make sure the title is attention-grabbing and unique. This will ensure that reporters at least open your email and read the press release.
Journalists of reputed publications receive hundreds of pitches and press releases every day, so you can’t afford to write any run-of-the-mill content. Make sure it’s the best you can create.
3. Write a captivating opening paragraph
Knowing how to write an impressive opening paragraph is crucial for effective press release writing. After all, the opening paragraph plays a decisive role in a press release’s impact.
Use the opening paragraph to introduce yourself, explain the purpose of the announcement, mention the event’s location and time, and include other details such as the why and how of the event. A well-written opening paragraph can effectively communicate the story’s key points to the reader. Remember, the opening paragraph will act as your press release elevator pitch. So, make it as impressive as possible.
4. Add quotes
A quote can make a press release more interesting to read. Quotes that relate to the topic of a press release can add credibility to it, allowing readers to feel a sense of connection to the story. Quotes are often used to highlight the story’s character, emphasize or describe a point, or present an opinion. Quotes make stories feel more ‘human’. They are also a great way to make press releases sound professional. What else? A reporter will likely find a story more newsworthy if they see a client testimonial included in the press release.
5. Including contact details in the press release is imperative
Since you are learning how to write a good press release, you need to understand that something as seemingly trivial as contact information can also determine the fate of your press release.
Journalists might want to get in touch with you after reading your press release. Does it include your or your company spokesperson’s contact details? If not, they won’t have anyone to reach out to for any additional information. Meaning no reporter will be able to cover your story even if they want to. So, if you want to ensure that your story receives in-depth coverage, don’t send out the press release without including contact information in it. Ensure you include at least a phone number and an email ID. Some even add backup numbers and email IDs just to be on the safer side.
6. Be concise
Journalists/editors are busy professionals and don’t have the time or patience to go through every page of information sent to them. Try to limit your press release to two pages. If you can manage every vital detail on a single page, that’s even better. Use simple language that is concise, clear, and direct, and avoid using jargon.
7. Add visuals when available
Add visuals to the story to illustrate it better. And when you do, make sure the visuals you choose are high-quality, high-resolution digital images (around 300 dpi), saved in JPEG. Including visuals in a press release is a great PR tactic, but they should be relevant and visually appealing for desired results.
8. Avoid grammatical errors
When you learn how to write a press release, don’t focus on its format and tone alone, grammar is equally important.
Silly grammatical and spelling errors can make your press release look unprofessional and sloppy. Make sure you spell-check it using some grammar tool. Then print it out and carefully read the document. After you are sure there are no errors in the copy, have someone else double-check it. Don’t publish the press release unless you are sure it’s error-free.
- A press release is an effective marketing and communication tool.
- Organizations can use press releases to get a positive word out about themselves.
- Press releases should be newsworthy.
- Quotes add value to a press release and make it sound more professional.
- Images can make press releases more appealing.
Each of the tips mentioned above on press release writing is time-tested and expert-approved, and hence, can make your press release stand out for the kind of media coverage your story deserves.
Press releases are a crucial part of any PR strategy. They spark media buzz and stimulate conversations around client news. Even though they have been around since 1906, you would be surprised at how many people still make mistakes while writing them. Remember, press releases are an important part of your brand’s story. So, no amount of time you spend learning how to write a press release can be considered wasted.
A press release is a brief, compelling news story written by a public relations professional. It is sent to the media to pique their interest in the story.
A press release contains a business logo, a headline, and an announcement summary. It must also have a newsworthy angle. There are three to four paragraphs in a press release, in addition to hyperlinks, social links, and quotes.
To write an impressive press release, you need to make sure your story is newsworthy, has a catchy headline and an opening paragraph, has relevant quotes, contact details, and visuals. It also needs to be concise and error-free.
If you want to improve your press release writing skills, then here is an easy step-by-step guide on how to write a press release for an event:
1. Find out who your target audience is.
2. Format the press release correctly.
3. Include visuals if available.
4. Don’t forget a boilerplate and contact details.
The following are the most important characteristics of a press release:
1. A press release should be useful.
2. It’s often written in a journalistic tone.
3. It follows a specific format.
4. It shouldn’t be too long.
5. It should be easy to read and understand.
The six most common types of press releases are:
1. Launch release
2. Product press release
3. Event press release
4. Expert position press release
5. Executive, staff, and employee press release
6. General news