How can you write a press release that is both engaging and concise?

1 Know your purpose and audience

Before you start writing, you need to have a clear idea of why you are sending a press release and who you are targeting. What is the main message or goal of your press release? What is the news value or relevance of your press release? Who are the journalists, outlets, or influencers that you want to pitch your press release to? How can you tailor your press release to their interests, needs, and preferences? Knowing your purpose and audience will help you focus your writing and avoid unnecessary or irrelevant information.

2 Write a catchy headline and a strong lead

The headline and the lead are the most important parts of your press release, as they will determine whether the reader will continue reading or move on to something else. Your headline should be concise, clear, and catchy, capturing the essence and the angle of your press release. It should also include keywords that relate to your topic and your audience. Your lead should be a short and compelling summary of the who, what, when, where, why, and how of your press release. It should also include a hook that grabs the reader's attention and makes them want to know more.

3 Follow the inverted pyramid structure

The inverted pyramid structure is a common and effective way of organizing your press release. It means that you start with the most important and newsworthy information, and then follow with the less important and more detailed information. This way, you can ensure that your reader gets the main points of your press release even if they only skim through it or stop reading halfway. It also makes it easier for journalists to edit or cut your press release if needed.

4 Use quotes and facts to support your message

Quotes and facts can add credibility, authority, and personality to your press release. They can also help you convey your tone, voice, and perspective. However, you should use them sparingly and strategically, and make sure that they are relevant, accurate, and verifiable. Quotes should come from credible sources, such as your company's spokesperson, leader, or expert, or from a third-party stakeholder, such as a customer, partner, or industry leader. Facts should be based on reliable data, research, or evidence, and should be cited or linked if possible.

5 Keep it simple and concise

A press release is not a place to showcase your creative writing skills or to use jargon, acronyms, or technical terms. Instead, you should aim to write in a simple, clear, and concise way, using short sentences, paragraphs, and words. You should also avoid repetition, exaggeration, or hype, and stick to the facts and the message. A good rule of thumb is to keep your press release between 300 and 500 words, or one to two pages.

6 Proofread and format your press release

Prior to sending your press release, it is essential to proofread for any spelling, grammar, punctuation, or factual errors. Additionally, it should be formatted according to the standard guidelines. This includes placing a logo and contact information at the top, a date and location at the beginning, a headline and subhead in bold, a lead paragraph summarizing the main points, a body following the inverted pyramid structure, a boilerplate providing background of your company, and an end sign indicating the end of the press release.

7 or -END-)

- An attachment or a link to any multimedia materials (such as images, videos, or infographics) that complement your press release

8 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?