How can you write a press release that meets AP style guidelines?

While a catchy headline is important, it also needs to hook the reader and be a beacon of clarity. Think of the headline as the epicenter and everything else must be mind-map off of it.

Relevance to your intended audience is critical and your headline is your chance to hook in that audience. In the first instance, it's the journalist you are speaking to. As an example, if your event, person, organisation is London-based and you are targeting London media, ensure 'London' is in your headline. By doing this, you are driving home the relevance of your press release to the journalist's audience.

"Tech Trailblazer Launches Game-Changing Innovation for Future-Ready Living" This headline not only adheres to the AP style guidelines by keeping it within 65 characters and following proper capitalization but also introduces a sense of innovation and forward-thinking. It suggests a significant development in the tech industry that is both relevant and appealing to a broad audience. The use of "Trailblazer" and "Game-Changing Innovation" adds a touch of excitement without violating AP style rules.

An interesting title is the key for me. A headline that just gives information is boring. My headlines always have an emphasis that shows the importance of what is to be read in the press release. The headline always sets the tone for my entire release and often forms the first part of my first sentence in the lead paragraph.

Headlines need to pack some punch. Don't just announce that something happened; offer context. Why is it important? What does it enable? How does it change the game? That context matters and it’s the ‘why’ that makes it news.

I once worked for a company that required every press release lead to proclaim that they, "a leading provider of information and services solutions," were proud to announce... Between the vaguely identified industries they claim to lead, the games they claim to change, and the many, many innovations they have innovated, most corporate press release leads aren't interesting or compelling. The good news is that the bar is low and a simple, concise, newsy lead can stand out in a sea of mundane.

This lead effectively adheres to AP style guidelines by succinctly addressing the who, what, when, where, and why. It introduces XYZ Corporation's groundbreaking product, highlights its key features, mentions the launch date, and hints at the product's impact on the industry. The language is clear, direct, and free from unnecessary embellishments, aligning perfectly with the AP style's preference for simplicity and avoiding exaggeration. Overall, it captures the essence of the announcement within the prescribed 25 words.

The first paragraph should introduce the company making the announcement and define what it does. Then it should always pay off the catchy headline you've spent careful time to craft. The headline tells you what the first paragraph needs to be. The second paragraph, at the latest, should pay off the sub-head if you included one.

This guidance emphasizes the importance of a robust body for your press release, delving into the significance of supporting details and quotes. These elements serve not only to provide depth and context but also to enhance the credibility and emotional resonance of your announcement. By adhering to AP style for accurate attribution and proper punctuation, your press release gains both authenticity and professionalism. Remember, the details within the body are the backbone of your narrative, strengthening the overall impact of your message.

Every word of the quote needs substance. The person being quoted should be someone in a position of authority with a strong analytical perspective. They must add context and flavor to the news. A lazy quote is a waste of space ("We're honored / thrilled..." ??). Dump the fluff and jump right into what the announcement means, how it changes things, why it's important, etc. If all else fails, and you just can't find your way to a meaningful quote without starting with "We're thrilled..." is to write it that way and then delete the first part. "We're thrilled to partner with XYZ company. This partnership will make it possible to..." Dump the first line and you've got a fluff-free quote with meaning.

The inverted pyramid is the classic way to construct a press release or a news story with the most important information first so it captures the reader’s attention immediately. The pyramid also answers the who, what, when, where, why and how of the story by laying out the supporting details – the most important descending to the least important. It was also designed so that editors of publications could cut from the bottom up of the story when fitting it into their publications back in the days of print media.

Embed your press release with a compelling personal anecdote at the onset. Sharing a real-life experience from the protagonist's perspective immediately captivates the reader, creating an emotional connection that transcends traditional corporate communication. Break away from convention and consider integrating a concise FAQ section early on. Anticipate your audience's questions, addressing potential queries promptly. This approach not only streamlines comprehension but also positions your press release as a comprehensive resource, enticing journalists to delve deeper into your cybersecurity story.

The lead paragraph contains all the essential information I want the reader to remember. The body of the press release is where I fill in the details. The bottom line is that whatever I write must be newsworthy. There is no point in simply reporting facts if there is no resulting news story. I organize the text into sections to make it easier to follow, I never use exclamation marks in press releases and I don't overuse adjectives. In the last paragraph, I include information about the company and repeat the main message from the first paragraph, but in a different way. In general, I place the most important information at the beginning, middle and end of the press release because that is often what people read, not the whole text.

The inverted pyramid structure, prioritizing key information, ensures a captivating and efficient press release. Embrace brevity with short paragraphs, transitions, subheadings, and lists, aligning seamlessly with AP style guidelines.

Forget everything you learned in your creative writing classes. Don't waste time setting the table to establish why what you're sharing is important; nobody will ever get to the news. Hit them over the head with the news immediately (this goes for pitches, too), then entice them to read on to learn more. One of the tricks I've always taught my teams is to write how it feels comfortable. If it's in traditional storytelling form, write it and then flip it upside down. That will help to reveal the proper flow for news.

One of the things that a lot of people miss is that boilerplates evolve. It's okay to update the boilerplate with each new announcement.