Writing effective press releases is an art form. You might not know this, but journalists respond to just 3% of PR pitches. What's more, 50% of PR pros have never used project management software to oversee their news release success.
How can anyone effectively use press releases for their campaign if no one reads it, and you can't monitor those who do? If you're serious about using press releases as part of your overall PR strategy, then you need to make sure they work.
Creating compelling and effective pieces that tell your story is one thing. Actually making your press releases engaging and worth publishing is another.
So, before you open a fresh document, it's important to understand the essential elements and best practices that make a well crafted press release newsworthy and engaging.
There's a tried and tested recipe to most press releases, starting with structure and a simple go-to press release format. But we need to start with the basics.
In this step-by-step guide, we'll share tips to help with everything from writing a strong and attention-grabbing headline, to the finer details of making your content relevant and engaging.
Remember, your press release has two audiences: Your customers or readers and the editors who will decide whether your story is worth publishing on their platform.
We'll look at how to make sure your press release aligns with the interests and needs of the audience who will be reading it, and show you how to add some context that demonstrates the broader impact of your announcement.
A few little extras can bolster the credibility and appeal of your press release. We'll help you think about incorporating quotes, images, and relevant data.
If you invest time in crafting a well written press release that resonates with your audience and appeals to news outlets, the results will speak for themselves.
Let's start by looking at what press releases are and why they are useful.
We'll then look at the subtle, yet important, distinction between news releases and press releases.
A press release is a written article or statement used to share newsworthy information with media outlets. You can't expect an outlet to publish word-for-word what you write, but the press release conveys the point you are trying to make.
A newsworthy press release makes it more likely your story will attract media attention, helping you reach a wider audience.
When crafting a news release, there are a few key things to remember:
Although the terms "press release" and "news release" are often used interchangeably, there are subtle differences between the two terms:
You may also see a term like "media release", which covers the same basic idea of a press release.
For the purpose of this guide, we'll refer to press releases in general and news releases when necessary - as many of the tips will apply to both.
If we dig down a little bit further, there are even more specific types of press releases to consider.
An event announcement press release is your go-to template for all upcoming events.
You're going to throw in details like date, venue, and time. However, you also need to provide background info and include any notable attendees or speakers.
You could go for a more informal tone and encourage recipients to "add this date to your diary". Or your release might be more formal, and request recipients book or buy a ticket to attend.
Follow-up event announcements are also important for squeezing more brand value from your event. If you can prove that one event was successful, then readers may wish to attend the next one.
A product launch press release is a great way to generate excitement and interest around a new item or service.
Your focus here needs to be on the product's unique selling points and how it stands out in the market. It's worth splitting your release into two parts. The first includes the hype: why this product exists, who is talking about it, and what makes it so great. You can add a quote or two here, and include imagery.
The second half goes into your product's spec. Use bullet points or a list to outline the key features, and don't forget to include pricing and availability information.
Be sure to mention any improvements, new features, or notable partnerships. Include a brief history of the product's development as well as customer testimonials if possible.
This is the sort of stuff a journalist will rewrite for their own article about your product launch. It's the bitesize information that pads out a piece, but is also valuable for presenting your product in the right manner.
Oh, and include photos too. You'd be surprised how many publications will run a story on a product launch if there are good photos attached!
Official statements give you an opportunity to address any controversies or issues that arise, or to make major announcements such as mergers and acquisitions.
They can also be used as a "holding statement" that acknowledges an issue has occurred, without needing to solve it immediately.
It's crucial to be clear and concise, while maintaining a neutral tone.
When sharing good company news, whether it's a milestone or an award, it's important to use a human element as this will be the "hook" journalists look for.
Use quotes from key members of your team to provide that personal touch.
Announcing executive promotions or new hires demonstrates your organization's growth and evolving leadership.
Begin by introducing the new member of your team, clearly stating their new role, and listing their qualifications and achievements. Adding a brief biography and a quote from the executive personalizes the announcement.
This personalization is the heart of any press release. Readers generally aren't interested in a company doing something, but they will read about personal achievements.
A good press release will probably have followed a press release template that the business or PR agency will use again and again.
Nail this formula and you'll be able to create quick, effective press releases without much trouble.
Below are examples of how to use press release templates. We also look at how to analyze an existing press release example so that you might be able to steal a few ideas.
Enlisting help in the form of a press release template can streamline the process and ensure consistency in your communication.
You could search for a free press release template online, which can be easily customized according to your needs.
Here is an outline of a basic free press release template - we'll look at each of these elements in a bit more detail later on:
Remember, your core readership will be made up of journalists, so your press releases should be easy to understand and follow even at a quick glance.
And make sure you add images too! You'd be surprised how hungry journalists are for stories with eye-catching images.
Looking at successful press release examples can give you an idea of what works best in terms of content, structure, and formatting.
Here are some elements to look out for as you read through press release examples:
Now we've looked at the examples and the templates, it's your turn.
Before you start to write a press release, you'll want to set out a quick brief so that your information will flow in a reader-friendly order.
This is quite straightforward, as most press releases follow a tried-and-tested structure.
A well-structured press release that follows a standard format will be easier to read and understand, while hopefully making your key points stand out.
The basic layout for most press releases starts with headline and subheadline, then a brief intro followed by a few more paragraphs of information.
A typical press release will also include some boilerplate information and a closing section with contact details and calls-to-action.
Below, we'll take a look at those key press release elements in more detail:
The headline should capture the reader's attention, as well as being informative and engaging. Aim for 70 characters or less because email applications and search engines cut off any text over that amount.
Cision research has found the most-used words in release headlines include:
Evidently, press releases push the idea that what's behind the email is groundbreaking and revolutionary. Bear that in mind when you're writing yours.
The subheadline sits directly below the headline and provides additional context or highlights the key takeaways of the press release. It's usually just a sentence or two.
The opening paragraph sets the stage for the rest of the press release.
In this paragraph, you'll want to make sure you include a summary of the key information. You could think of this as the 'who, what, when, where, and why'.
Say a laundry detergent company finds a new formula that gives you ultra-clean clothes at a low-temperature wash. The press release's intro will focus on the colder water temperature, the dollars saved in energy efficiency, and so on.
Keep it snappy, as many readers will not delve deeper into the press release if they don't find the opening paragraph interesting.
Next, expand on the information in the opening paragraph with two to three paragraphs that provide additional details. You might want to add some facts and supporting context.
Think of the main body of your press release as your chance to dive deeper into what makes your story newsworthy.
Include quotes from company representatives or industry experts, statistics, and relevant data to back up your claims.
The boilerplate is a brief description of your company, providing an overview of your business and its primary objectives.
Journalists need this info to provide context when rewriting your press release.
For example, a sushi bar in New York might write:
"Suzy's Sushi is an award-winning sushi shack in the Upper East Side. Suzy Smith opened her first sushi restaurant in 2021 and now has three franchises across Manhattan. Suzy's Sushi won the 2023 Best Value at the Manhattan Food Industry Awards."
Your closing section needs to include contact information for inquiries in the hope your story will gain media attention.
You'll also want to include a call-to-action that encourages readers to take the next step, such as purchasing your product or following your updates on social media.
Be sure to include links to your products, if they are available to buy. Ideally, a reader will see your press release and then come to your website or social media profile to find out more!
Now that we understand what we're aiming for in terms of press release structure, we can look at how to write a press release that will be most likely to bring in press coverage.
As they say in the biz, content is king.
Your news release must begin with a strong, attention-grabbing first sentence. This is crucial as it sets the tone and captures the readers' interest.
The lead should also follow suit, summarizing the key information in a concise manner. For example:
Once you have captured your readers' interest, ensure that you provide all pertinent details necessary to understand the situation. This section should:
Remember, always prioritize the most relevant information, keeping the content concise and clear.
It's crucial to include visual elements in a press release. This can make the difference between your story being seen on a newspaper front page or buried at the back of unread news outlets.
Images, videos, and infographics are all useful.
They not only give your story an eye-catching image, but they break up big chunks of copy and help readers better understand your message.
The language you use in your news release should be:
Avoid using industry jargon or buzzwords that may confuse your readers. Use short sentences, bullet points, and tables to effectively communicate information.
So, you've written a really brilliant press release and you're hoping it will attract coverage from some big news outlets.
Let's think about newsworthy angles and how you can tailor your content to make it more likely to attract news coverage.
When crafting a news release, it's crucial to identify a newsworthy angle to catch the attention of your target audience and media outlets. Whether it's an official statement or a product launch, there needs to be a "hook".
To do this, consider the following factors:
Create a balance between these factors to present a compelling and newsworthy story.
Next, you want to have a clear understanding of your target audience. Knowing who your readers are will allow you to create a news release that resonates with them.
In the case of most press releases, you'll probably be reaching your audience through journalists and media outlets.
Use a tool like CisionOne to research your audience and see what media they consume. There's no point sending news releases to newspapers and radio stations if your target audience is mainly found on social media.
A press release can pass through a lot of hands before it's ready to be distributed.
Let's run through a final pre-send checklist so you can be sure that you haven't forgotten anything important.
Including contact details allows journalists and other interested parties to easily reach out for more information or clarification. They might want an official quote to go with their new angle.
Ensure that your contact details section contains the following:
Don't forget to add your company's website, and definitely include social media links for further engagement.
It's important to write with a professional tone to maintain your company's reputation and ensure your news release is taken seriously.
Avoid using sales language and instead focus on providing clear, concise, and factual information.
Some tips to achieve this include:
The last step in writing a press release is to proofread it. Go through your entire release and check spelling, tone, and structure is correct.
Remember, a press release acts as the professional front of a business. Mistakes and errors make the brand look unprofessional.
Take your time going over your press release one final time to ensure everything looks polished and professional, as this increases the likelihood of getting the media coverage you desire.
Once you feel your press release is ready for launch, you'll want to get it into the inbox of every news outlet and journalist who might want to cover it.
For this, you could use a press release distribution service (like CisionOne) which is extremely helpful if you don't otherwise have a little black book of media contact information.
When it comes to press release distribution, timing is crucial.
Keep the following in mind when planning your release:
Many email distribution service tools allow you to send press releases at an optimum time, based on the open and engagement rates of your previous emails. You might find that you get the best responses at 8 p.m. on a Friday.
Incorporate digital marketing practices into your press release to improve search engine rankings.
Check out these five SEO tips for PR pros to get started!
Utilizing SEO strategies helps your press release rank higher on search engine results, thus increasing visibility and reader engagement. Of course, you hope the journalist who receives your release will keep your keywords, etc. in place – but that's largely out of your control.
Remember, you can issue a press release or news release on your own platforms, and don't need to rely on external media outlets.
If you have a public relations team in your organization, they will be best placed to share your press release far and wide.
If not, here are some other routes to getting maximum publicity.
Brands should use social media as part of their press release distribution strategy. After all, you have control of what's going out on social.
Here are some tips:
Networking with journalists and media contacts can play a critical role in getting media coverage.
Your contact book doesn't have to be big, but it needs to have value. You can start doing this by creating a media contact list on software, like CisionOne.
After that, it's about personalizing your pitches to a set of contacts. For example, you'll need to include video content for TV and online contacts, but imagery for newspaper contacts.
When you write a press release, remember to angle it towards your contact's interests. It needs to be snappy and relevant to attract the eye of busy journalists.
Finally, a great way to engage with journalists is to offer exclusive content. This might be an exclusive interview, a behind-the-scenes tour of your brand, or exclusive imagery.
So, there you have it: All the tips and tricks you need to write a press release that could help you reach your dream media outlet.
We hope that this guide will transform your press releases from here on out. As you now know, a good press release isn't as tricky as it initially might look - especially if you follow a standard press release format.
Follow the formula above, and you could soon be on your way to some exciting and rewarding media exposure.