How to Write a Press Release in 8 Simple Steps

Press releases may seem a little old-fashioned but they do still have advantages and they don’t just have to be sent to publications.

You can use them on your digital channels too.

What's a press release?

A press release is a message an organisation publishes either on digital channels or through the print press.

It is a short statement detailing something the business wants to publicise and a bit about the business.

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Why Write a Press Release?

Press releases may seem a bit old-fashioned but they still have advantages.

1.????It is a good way to get free publicity for your business. You don’t have to pay to send in press releases. Of course, this could mean the publications decide not to use it at all.

2.????A press release can be important to create brand awareness. If you want to get your name out there, then targeting publications your target audience read is a great way to build up awareness.

3.????It builds trust and authority for your company. When a trustworthy and authoritative source mentions your business, it lends that trustworthiness and authority to you. Readers will assume the publication wouldn’t mention you if you were some scam artist, so because they trust the publication, now they may trust you too.

4.????It could lead to more sales. The point of all marketing is to sell your product or service. By sending a press release you are obviously hoping for sales or increased sales.

5.????Target a particular audience. Maybe your audience isn’t online and you need an alternative way to get in front of them.

6.????If it is time-sensitive. Maybe you’re holding an event on a specific date so you need to get the news out there quickly. Of course, social media is perfect for this too.

Who do you Send your Press Release to?

Make a list (I do mine in Excel) of all publications that are relevant to your company and that your target audience may read.

It is best to name a person specifically. A lot of companies have a list of contacts, particularly public services, that they regularly communicate with. If you don’t have a list of media contacts, check who to send press releases to.

If it doesn’t make it clear on their website who to send it to, try phoning to ask them.

If you really can’t find the name of someone, in particular, you don't know them, write a brief cover letter. Address it to a specific person when possible.

Should I Include an Image with my Press Release?

It is a good idea to send at least one image. This may give you more chance of getting it published as your press release has a visual to attract readers and the journalist doesn’t have to go looking for it.

When you send your image make sure it is in jpeg format and is at least 300 dpi (dots per inch).

Press Release Format

All press releases generally follow the same format. Whether you are writing a press release for a product or an event.

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Should you Write your own Press Release?

There is a skill to writing press releases. That’s not to say you couldn’t read up about it and write an exceptional press release.

Professional writers are professional for a reason. They know how to write and they’re experienced.

There are writers to suit all budgets on freelance sites. But please pay responsibly and don’t offer something pathetic like ￡5 for a press release or you may get what you’ve paid for.

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How Long Should a Press Release be?

Generally, they are three or four short paragraphs but they can be up to one page. Make every word count. No extra details if they’re not needed.

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Does a Press Release Help SEO?

Possibly. Most print publications also have a digital format, so you will be mentioned on that version too.

Other sources mentioning your business will show your site is trustworthy, both to Google and to people.

It is especially good if an authoritative source links to your website. If someone does use your press release but doesn’t link to you, ask them politely if they could link to your website.

When Should you Send your Press Release?

Research varies on this.

A study by prowly.com (who analysed over 55,470 press releases) suggests that the best time to send press releases is between 10am to 2pm.

Their research suggests the best day is a Thursday which seems to have the best open rate.

Molokini, however, suggests the most popular day is a Tuesday between 8.30 to 10am.

Just make sure it’s not a Friday when everyone wants to go home and couldn’t care less about your press release!

How to Write a Press Release

A press release should be like a news article. Think about reading an article on BBC news. They usually have a line summing up the whole story.

·??????It must be as brief as possible.

·??????Only give details that are vital to your message. No fluff. No waffling. Every word must be there for a reason, otherwise delete, delete, delete.

·??????It must be newsworthy like the launch of a new product, a store opening, or an event.

·??????Use the 6 w’s - who, what, where, when, why, and how (yes, I know it doesn’t begin with w). The first sentence should sum all of these points.

·??????Use an inverted pyramid format. Put the most important information at the top, giving more details as the story continues.

·??????Cover only ONE point for your press release. Don’t tell them about the award you won, your new product, and an event you’re holding. Focus on one thing and drive it home.

·??????Write in the third person. Even if you’re writing about yourself. For example, Rebecca Boyle is the most amazing fire juggler the world has ever seen (you might want to make it a bit more realistic though, I can’t juggle never mind juggle fire).

·??????Include a call to action. What do you want your reader to do? Go to your website, phone you? Make sure you tell them exactly what you want them to do after reading your press release.

·??????Tell the reader why they should be interested. What benefit does your new product, event, or new award for your business, mean to them?

Sometimes publications will publish your press release as is. They shouldn’t. It’s not good journalism but I’ve seen it happen quite a lot. Which is good for you.

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The 8 elements of a press release

1. Press release date

Either write ‘for immediate release’ at the top or place a date if there is a delay.

2. Contact details:

Make sure the media can contact the relevant person for any additional questions.

3. Headline:

Just like any other content, make sure your headline is to the point and lets the reader know why they should care, for example by talking about a benefit. You can use headline analysers to check if your headline is engaging. You can provide a subheading if it adds a different element.

4. Paragraphs:

Keep it brief and to the point. Have short paragraphs starting with a few sentences summarizing your content. Put the most important points and words first in the sentence and expand. With each paragraph give more details.

5. Quote:

Always include a relevant quote. Do not be vague or repeat information.

6. Boilerplate:

This gives information on the business like what the company does, how long it has been trading, and any other relevant information.

7. More info:

Always provide a ‘call to action’. What do you want the reader to do after seeing your press release? Do you want them to phone up to book, visit your website? Whatever it is, make sure to include it at the end.

8. How to end a press release

You can write ‘end’, or ‘###’.

How Much Should I Pay/Charge for a Press Release?

This varies greatly from ￡100 to ￡1,000 per press release. It will also depend on whether you want the person or agency to distribute it for you too.

You will have to consider how much you could potentially earn from the press release to know if this cost will be worth it.

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Press Request Alert Services

If you don’t have anything particularly newsworthy to share in a press release or you simply want to build up your reputation as an expert in your field, then a press request alert service could be a good idea instead.

A press request alert service is when you sign up to be contacted by journalists who are looking for quotes in whatever field you are in.

You have to be quick but it is a great way to get your name out there as being knowledgeable about your industry. This is great for SEO as the more sources mention or link to you, the more you are trusted and your rank in search engines may increase.

It’s also free, so you might as well give it a go.

Press Request Alert Services

·??????HARO

·??????Source Bottle

·??????Response Source

·??????#JournoRequest

How to Make the Most of the Publicity

If you do get your press release published, make sure to take full advantage of this.

·??????Make sure you are linked by the publication.

·??????Share a post on social media about being mentioned and link to the source.

·??????Include it on your website under press or in a blog.

Press Release Examples

Some companies will have software that already has a template for you and you simply type in your copy.

Make sure not to do a ‘Boris’ and enter your personal telephone number on your press release.

Get someone to read over it.

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Here are a couple of examples of press releases.

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Sustainable Wedding Workshops

This one I wrote for Maria, the owner of Sustainable Wedding Workshops. As you can see, it’s in a relevant publication which links to Maria’s website and has share buttons to increase the reach.

Sharefound

Here’s an example from my neck of the woods, Northern Ireland. Including a logo, especially if you’re a public body, is important to show it is official. If you are a charity, you should also include your charity registration number.

This press release includes notes for editors which could have been summed up briefly and added to the press release.

It includes all the relevant information. The first sentence sums up the story, there are quotes and contact information.

Next time you are creating content, consider a press release to get your message out there.