What are the most effective ways to write a press release for crisis communications?

2 Follow the inverted pyramid structure

A press release for crisis communications should follow the inverted pyramid structure, which means that you present the most important information first, followed by the supporting details and background information. This way, you can capture the attention of the readers and deliver the key messages quickly and clearly. The inverted pyramid structure consists of four main elements: the headline, the lead paragraph, the body, and the boilerplate.

3 Write a catchy and concise headline

The headline is the first thing that the media and the public will see, so it should be catchy and concise. It should summarize the main point of your press release and include the name of your organization and the nature of the crisis. You should also use active verbs and avoid jargon, acronyms, or exaggerations. A good headline should be no longer than 10 words and should answer the basic questions of who, what, when, where, and why.

4 Write a clear and informative lead paragraph

The lead paragraph is the most important part of your press release, as it provides the essential information that the readers need to know. It should expand on the headline and answer the five Ws and one H: who, what, when, where, why, and how. It should also include a quote from a spokesperson or a leader of your organization that expresses your position, response, or apology regarding the crisis. The lead paragraph should be no longer than 25 words and should use simple and direct sentences.

5 Write a detailed and factual body

The body of your press release should provide more details and facts that support your main point and explain how you are handling the crisis. It should also address any potential questions or concerns that your audience may have and show that you are taking action and responsibility. You can use subheadings, bullet points, or numbers to organize your information and make it easier to read. You can also include additional quotes from experts, testimonials, or statistics that reinforce your credibility and authority. The body of your press release should be no longer than 300 words and should use objective and neutral language.

6 Write a brief and standard boilerplate

The boilerplate is the last part of your press release, and it provides some basic information about your organization, such as its mission, vision, history, products, or services. It should also include your contact details, such as your name, phone number, email address, and website, so that the media and the public can reach you for further inquiries or comments. The boilerplate should be no longer than 50 words and should use the same font and style as the rest of your press release.