Writing a press release for your business can be a powerful way to generate publicity and attract media attention. But how can you make sure that your press release stands out from the hundreds of others that journalists receive every day? Here are some tips to help you craft a compelling and newsworthy press release that journalists will read and share.
Before you start writing your press release, you need to identify who you are writing for. Who are the journalists, bloggers, influencers, or editors who cover your industry, niche, or topic? What kind of stories do they write, and what kind of angle do they prefer? What are their pain points, interests, and needs? By knowing your audience, you can tailor your press release to match their expectations and preferences, and increase the chances of getting their attention.
It’s all about a) having news and b) having a story that is appropriate for the media you are sending it to, preferably without buzzwords. Keep it factual.
The headline is the first thing that journalists will see when they receive your press release, and it will determine whether they will open it or delete it. Therefore, you need to write a catchy headline that summarizes the main point of your press release, and sparks curiosity and interest. Use clear and concise language, avoid jargon and hype, and include keywords that relate to your topic. A good headline should answer the question: why should anyone care about your news?
The inverted pyramid is a classic structure for writing press releases, where you present the most important information first, and then provide more details and background later. This way, you can hook the reader with the main facts and benefits of your news, and then explain the who, what, where, when, why, and how. The inverted pyramid also makes it easier for journalists to scan and edit your press release, and to cut it from the bottom if they need to save space.
I was always taught the right-way-up pyramid when writing news, so you can cut from the bottom up and it is still pyramid-shaped. Either image works. The nub of your story has to be in the first paragraph - if a journalist is looking through their email on a phone, they need to be grabbed before they have to start scrolling and that's not a lot of space in which to put a story.
Quotes and data can add credibility and authority to your press release, and make it more engaging and persuasive. Quotes can be from yourself, your team members, your customers, your partners, or other experts who can comment on your news. Data can be from your own research, surveys, reports, or industry sources that can support your claims or show the impact of your news. However, make sure that you use quotes and data sparingly, and only when they are relevant and meaningful.
Remember, though, that a good journalist will want their own quotes so don't be surprised - actually, be pleased - when you get the request for a call with the client rather than an acceptance of the quotes in the release. Don't forget to manage client expectations around this so they don't think they've "done it" and you're not doing your job if there are more requests.
Data is the foundation of expertise. From experience, media will be less keen to document the narrative of a company employee, instead preferring to receive the actual impact of a product or service on its customers, either directly or through statistics that support claims. For a media house to retain its integrity it would aim to be as impartial as possible in its reporting and therefore a press release loaded with the companies self-granted praise is generally worthless. A press release documenting real life performance statistics, or testimonials from paying customers is likely to be taken far more seriously than fluffy future promises.
A call to action is a sentence or phrase that tells the reader what you want them to do next. It can be to visit your website, sign up for a newsletter, download a report, register for an event, or contact you for more information. A call to action can help you generate leads, conversions, or referrals from your press release, and encourage journalists to follow up with you. Include a call to action at the end of your press release, and make it clear and easy to follow.
Before you send your press release to journalists, you need to proofread and format it carefully. You don't want to ruin your reputation or credibility with spelling, grammar, or punctuation errors, or with a messy or inconsistent layout. Use a standard font and size, align your text to the left, and keep your paragraphs short and simple. Add your contact details, a boilerplate, and a link to your website or media kit. Use a
tag to indicate the end of your press release, and attach any images or videos as separate files.
######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?
Key advice: Never delegate the task of writing a press release to AI! Current writing tools are simply not yet equipped to take over this job, as it requires creativity and the ability to think outside the box.