Are your press releases getting lost among hundreds of other media submissions? I’m sure you know first-hand how frustrating it is to see your hard work in the junk folder.
Whether you’re a private company, non-profit, or public institution, the challenge of capturing journalists’ attention is real. However, with the right approach, you can learn how to write a press release that journalists won’t ignore.
In this blog post, I’ll mention the steps that you need to take to create compelling press releases that never go unnoticed. By following the techniques discussed here, you can transform your media outreach and boost your visibility, ensuring your news stands out and gets the attention it deserves.
What is a press release?
A press release is a formal, official news announcement issued to the media and beyond. It provides information on a specific matter, such as a product launch, an event, or a significant company milestone. Press releases are crucial for generating media coverage and informing the public about your organization’s latest developments.
A press release serves multiple purposes:
- Informing the media: It provides journalists with the essential details they need to publish a story about your news. The more precise and informative your press release, the easier it is for the media to cover your story accurately.
- Reaching a broader audience: Beyond journalists, a press release can reach potential customers, partners, and stakeholders. When published online, it can also improve your SEO and drive traffic to your website.
- Establishing authority: Regularly issuing press releases can help establish your organization as an authoritative and reliable source of information in your industry. It builds credibility and trust with your audience.
What format should a press release have?
A press release typically follows a standard format, which includes:
- Headline: Grabs attention and summarizes the news.
- Subheader: Provides additional context and the key details.
- Lead paragraph: Answers the essential questions (who, what, where, when, why, how).
- Body: Expands on the information provided in the lead paragraph, including quotes and relevant data.
- Boilerplate: A brief description of your company.
- Contact information: Details on how journalists can reach out for more information.
Understanding the importance and structure of a press release is the first step toward creating announcements that earn media attention.
Types of press releases
There are several types of press releases, each serving a specific purpose. Let’s see the most common ones:
Events
Event press releases announce upcoming events like conferences, exhibitions, webinars, or charity functions. They should highlight critical details such as the date, location, purpose, and key speakers or activities.
Example: “Sustainability Leaders to Gather at the 10th Annual Conference Featuring Keynote by Green Solutions CEO Jane Doe.”
Product launches
These releases introduce a new product to the market. They focus on the product’s features, benefits, and availability, aiming to generate excitement, anticipation, and media coverage.
Example: “Tech Innovators Unveil Revolutionary Smartwatch with Health Monitoring Features.”
New hire or promotion
It announces significant personnel changes within your company, such as new hires or promotions. Make sure to include bios and explain the expected impact on the company.
Example: “XYZ Corp Welcomes John Smith as New Chief Financial Officer.”
Rebranding
This type of press release communicates significant changes in the company’s branding, such as a new logo, company name, or overall brand identity. Try to explain the reasons for rebranding and the expected outcomes.
Example: “ABC Enterprises Rebrands as DEF Corp to Reflect Expanded Service Offerings.”
Awards and recognition
Announce any awards or recognitions your company has received. Detail the significance of the award and why the company was chosen.
Example: “Green Energy Inc. Wins ‘Best Renewable Company’ at the 2024 Energy Awards.”
Step-by-step guide to writing a press release
Creating a press release involves several vital steps to ensure it’s engaging, informative, and newsworthy.
Here’s how to write a press release that journalists can’t ignore:
1. Start with a compelling headline
Your headline is the first thing journalists see, so it needs to be engaging and clear. Use strong, active verbs and focus on the newsworthy aspect of your press release.
Example: Instead of “New Policy Announced by [Organization],” try “[Organization] Unveils Groundbreaking Policy to Combat Climate Change.”
2. Follow with an engaging subheader
A subheader provides a quick summary of the press release, offering immediate engagement and clarity for journalists. It should mention the key points concisely and entice the reader to continue.
3. Provide the essentials in the Lead paragraph
The lead paragraph should effectively address the “who, what, where, when, why, and how” questions. This is where you summarize the most critical information, hooking the reader right from the start.
Tip: Avoid long, cliché sentences and communicate the message clearly and directly.
4. Include a strong quote in the Body
Quotes from critical stakeholders add credibility and a human touch to your press release. Select impactful quotes from senior leaders, experts, or those directly impacted by the news.
Example: “This groundbreaking policy will reduce carbon emissions by 30% over the next five years,” says [Name], CEO of [Company Name].
5. Add relevant statistics and data
Data and statistics make your press release more trustworthy. Use survey results or other data points to support your claims.
Example: “According to a recent [Survey Name], 70% of respondents believe this policy will positively impact climate change efforts.”
6. Guide readers on what to do next
A clear call to action is crucial. Specify what you want readers to do next, whether it’s visiting your website, attending an event, or contacting you for more information.
Example: “For more information on the new policy, visit [Website] or contact [Name] at [Email/Phone Number].”
7. Don’t forget your boilerplate
Include a brief “About [Company]” section at the end of your press release. This should be a standard paragraph that describes your company and provides essential background information.
8. Finish with your contact information
Ensure to include your contact details at the bottom of the press release. This makes it easy for journalists to reach out for more information or interviews if needed.
In that field, include the name, phone number, and email address of the person handling media inquiries.
9. Keep it short
An ideal press release should be concise yet comprehensive. You need to ensure it’s clear and easy to read.
For this reason, try to keep your press releases around 400 words, organized into short, easy-to-digest paragraphs.
10. Add visual elements
Press releases that include multiple images receive up to six times more engagement than those with only text, while those that include a video enjoy three times more engagement.
As a result, adding photos, videos, and graphics can make your press release more engaging and visually appealing. Always ensure the visuals are relevant and of high quality. Place visuals strategically to complement the text and provide additional context.
Press release distribution strategies
So, what should you do now that you’ve created your press release?
The next step is to ensure that it reaches the right audience. That’s equally important as the press release itself.
Here’s what you should consider:
When to send your press release
Timing is crucial for press release distribution. Although there are contradictory research findings as to which weekday it’s better to send your press releases, there is consensus on the time: Aim to send them early in the morning.
Tip: Align your release with relevant events or trends to increase its newsworthiness.
Where to send your press release
42% of businesses report that reaching the right journalist is their biggest challenge when it comes to press releases. So, identifying the right journalists and media outlets to target is crucial. You must always tailor your distribution list to those covering your industry or similar topics.
Tip: Follow up with journalists who have shown interest in your previous releases or cover related topics to increase the chances of coverage.
Using press release services
If you have the budget and PR is a crucial need for your business, consider using a press release distribution service to grow your reach. These services can help you distribute your release to a broader audience.
Choose a service that offers targeted distribution to relevant media outlets, and consider factors like cost, reach, and additional features (e.g., analytics and reporting).
Common mistakes to avoid when sending a press release
Even well-crafted press releases can fall flat if you make certain common mistakes.
Here are some pitfalls to watch out for and how to avoid them:
- Lack of newsworthiness: Ensure your press release covers something truly newsworthy. Ask yourself if the information is relevant, timely, and interesting to the public.
- Overly promotional tone: Keep the tone objective and avoid excessively promotional language. Press releases should inform rather than advertise.
- Missing important information: Double-check that all essential details (who, what, where, when, why, how) are included. Neglecting crucial information can lead to confusion and reduce the effectiveness of your release.
- Poor formatting: Use a clean, professional format to improve readability. Proper formatting helps journalists quickly find and understand the main points of your press release.
Benefits of press releases
Press releases offer numerous advantages that can improve your communication strategy.
Here are some key benefits:
- Increased visibility: Press releases can significantly improve your visibility in the media and among your target audience.
- Improved SEO: Well-distributed press releases can improve your website’s search engine rankings. By including relevant keywords and links in your press release, you can drive traffic to your website.
- Authority and credibility: Regularly issuing press releases (once every 1-2 months) helps establish your business as an authoritative and reliable source of information in your industry.
- Media coverage: A successful press release can lead to media coverage, which in turn can drive traffic, generate leads, and boost sales.
- Relationship building: Press releases can help you build and maintain relationships with journalists and media outlets. Providing timely, relevant information makes journalists more likely to cover your news in the future.
Conclusion: Get the media attention you deserve
Writing effective press releases requires careful planning and attention to detail. Always try to keep them concise, clear, and engaging and to distribute them strategically for maximum impact.
You need to think like a busy journalist and ask yourself: “Would I want to read this information?” If the reply is not a definite “YES,” refine your press release until you reach that goal.
I am confident that by following the steps above, you can create compelling press releases that capture journalists’ attention, achieve your communication goals, and increase awareness for your business.
