6 Elements of a Killer Press Release

What is a Press Release?

A press release is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement. A press release is traditionally composed of nine structural elements, including a headline, introduction, body, and other information. -Wikipedia

These are a few important elements of Press-release

1. Have a strong hook

Why are you deploying your press release? Did you launch a new product? Is your news seasonally relevant? Does it tie into a hot news story? That’s your hook, and you should lead with it in the first paragraph and title. Without a strong news angle, a press release might not be the best way to go.

2. Add spice with quotes

Incorporate some thoughts and insights from relevant people in your business to add interest and a human touch, but keep them to one or two max. Bonus: These are handy for reporters to include in articles.

3. Focus on the story?rather than your brand

When reporters read press releases, it’s the story they look for. When writing your press release, ask yourself: Is this right for the publication’s audience?

Is the news unique?

Is it timely and relevant?

A great press release will, of course, include all pivotal facts, just frame it in the context of a larger story to make it more interesting for reporters.

4. Use multimedia

By that, we mean visuals, like your company logo, executive headshots, photos, and videos. These can be included with the press release when distributed for an additional fee, or simply offered to reporters in your pitch email. While not necessary, they can make your story more compelling and result in media interest. Unique multimedia like a making-of video or infographic that describes timely industry news can even be the story itself.

5. Limit Links

You want your readers to focus on your release, not leave the page to explore related but secondary information. Keep hyperlinks to a minimum; three or fewer is best.

6. End with a Brand boilerplate

Conclude all releases with an About the Company paragraph. Take the best bits from your About Us page and boil them down into an elevator pitch. Journalists will reference this for important information like your business’s age, location, and how you like your brand to be described in the media.