Many businesses develop great products or engage in newsworthy activities but struggle to get the media attention they should. We get it – it can be quite challenging to get your brand noticed in this digitally competitive age.
While focusing on a strong SEO strategy is essential, it may not guarantee the desired media coverage. If you aim to boost brand visibility or promote a new product or service, crafting and sharing a well-written media release is a valuable approach.
In this guide, we’ll provide tips to help your press release stand out and increase the chances of being chosen for extensive coverage.
Why Write a Press Release?
There are several compelling reasons to opt for the press release format for your business. Here are some of the key benefits:
1. Drawing Media Interest
A newsworthy press release can capture the media’s interest, potentially leading to wider coverage and exposure to new audiences.
2. Cultivate Publicity and Boost Brand Recognition
Especially valuable for smaller businesses, a well-crafted press release can generate publicity and create a buzz around your brand.
3. Enhance Search Engine Optimization
Press releases can positively impact your website’s search engine optimization (SEO) efforts. When they contain relevant keywords or are shared by other websites, they can enhance your online visibility.
4. Influence Public Perception
Press releases offer a valuable opportunity to showcase your brand’s voice and personality, helping mold how the public perceives your organization.
Combined with strategies like email and content marketing, they allow you to maintain control over your brand’s image.
How To Write a Good Press Release
Knowing what to include in your press release significantly improves your chances of garnering a response. This format guides you in crafting a release that effectively conveys your story and enhances your prospects of securing press coverage.
1. Create a Clear and Engaging Headline
Craft a headline that succinctly conveys your story’s essence and instantly grabs your recipient’s interest. Consider the headline style used in the publication you are targeting and aim to create something comparable.
2. Condense Your Story in the Subtitle
Provide a concise yet informative summary of the entire press release within a single sentence. This summary should complement the heading, offering readers a preview of the forthcoming content while including relevant details.
3. Incorporate the Date and Your Location
Inform the recipient of the press release issuance date (or the event date it pertains to) and your business’s location. This not only provides essential information but also reinforces its significance.
4. Deliver Key Information Concisely
Concisely convey essential information. In the opening paragraph, include the five W’s, addressing key details:
- Who is the central figure in the story?
- What is taking place?
- Where is it happening?
- When is the event scheduled?
- Why is it of significance?
5. Offer Additional Context
In the subsequent paragraphs following your introduction, present further details of the story in descending order of significance. Maintain simplicity and clarity in your writing. Describe your actions and the reasons behind them, but avoid digging into an exhaustive history of your entire past endeavors.
6. Maintain Honesty and Objectivity
Journalists are discerning and not easily swayed by hyperbolic claims in a press release, such as labeling your product or service as the “best.” Unless you have a legitimate award to support such a statement, it’s best to stick to the facts and avoid overstating your case.
7. Avoid Complex Industry Terminology
Ensure your press release is free from industry jargon that might be unintelligible to the average person. To verify, have a friend unfamiliar with your field review your release. If they perceive it as dull or confusing, revise it to enhance clarity and brevity.
8. Insert Pertinent and Expressive Quotations
Enhance the vibrancy of your press releases by incorporating impactful quotes. Whether from yourself as the business owner or a key employee relevant to the news, these quotes should be purposeful and attributed to the source. You can infuse them with a personal and opinionated touch to add depth to your message.
9. Conclude Appropriately
How you sign off your press release may vary depending on your location, but it should clearly signal the end of the release. Common options include ###, XXX, or -30-.
It’s a good practice to research the industry standards for signing off in the specific country where you plan to distribute the release.
10. Specify Contact Information (and How to Reach You)
Include comprehensive contact information at the end of your press release for the designated point of contact, be it yourself or a representative from your organization.
This should encompass a name, email address, and phone number, along with your business’s URLs and social media profiles.
11. Identify a Newsworthy Angle
A meticulously crafted press release can still fall short if its narrative doesn’t captivate the intended audience of journalists. The story you present in your press release must not only be well-written but also inherently intriguing to capture the attention of your target audience.
Press Release Format
A well-structured press release adheres to a standard format recognized in the industry.
The key elements of a standard press release include:
- Headline
- Sub-header or Lead
- Dateline
- Body
- Quote
- Company info (boilerplate)
- Logo
- Media contact information
While you have creative freedom with the content, it’s essential to follow the established format. This consistency ensures that your press release is reader-friendly and aligns with industry expectations, increasing its effectiveness.
Press Release Templates
Wondering how to get started? Take advantage of the templates provided below to assist you in crafting your press release. These templates come with predefined sections for the essential details tailored to the nature of your announcement.
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Press Release Title |
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Subheading (Maximum of 1 line) |
| (City, State): (Company Name) today announced (Name of new product/service), a new (product/service). (Name of new product/service) is (Description of product/service), “ (Name), (Title) at (Company). “(Additional quote). “
Features and Benefits of (Product/Service) include: Benefit/feature 1 Benefit/feature 2 Benefit/feature 3 (Product/Service) is set to launch on (availability date) at an attractive price of (price point). For additional details about (product/Service), please visit our (Product page URL). About (company): (3-4 sentences description of your company and its recent accomplishments, if applicable). |
Common Mistakes When Writing a Press Release
Avoid these pitfalls to ensure that your press releases are engaging and newsworthy. Here are some key errors to watch out for:
The Story Isn’t Actually Newsworthy
Ensure your press release contains genuinely newsworthy content that appeals to a broader audience. Avoid releasing content that lacks relevance or interest to the public.
You’re Beating Around the Bush
Get to the point in your press release promptly. Journalists have limited time to read through lengthy press releases, so providing the core information in the opening lines increases your chances of gaining their attention.
Press Release Quotes Don’t Come Off as Authentic
Ensure that the quotes in your press release sound genuine and authentic. Use language that reflects the speaker’s real voice, avoiding overly formal or artificial expressions. Make your quotes relatable and in tune with the context.
Press Release Examples
Here are some Press Release Examples to inspire your next release:
- Microsoft
Type of press release: Acquisition
Unique Feature: Engaging headlines and quotes from leaders, providing context.
- Flourish
Type of press release: Team and office expansion
Unique Feature: Incorporation of photos of new hires, detailed information on expansion, and employee bios.
- SuperCom
Type of press release: Event
Unique Feature: A concise and to-the-point approach, focusing on the essential event details.
- HubSpot
Type of press release: Program launch
Unique Feature: A comprehensive, easy-to-follow press release template for reference.
These examples demonstrate various approaches to press releases, offering insights into headline creation, visual elements, brevity, and comprehensive templates.
Frequently Ask Questions:
Can I hire a press release writer?
To boost your chances, consider hiring an experienced writer or a PR/marketing agency like BrandLume. Freelance writers on platforms offer various expertise levels, indicated by star ratings and customer feedback.
What image should accompany my press release?
Include a high-resolution image (300 dpi) taken by a professional photographer. Journalists prefer relevant and captivating images. Name your image appropriately, such as your company name and the person’s name, to avoid mix-ups.
Why are quotes important in a press release?
Quotes add vitality to articles and increase the likelihood of media coverage. Journalists often use standout quotes as “pull quotes” to grab readers’ attention.
Credible quotes also enhance the newsworthiness of your story, especially when coming from respected figures like James Dyson.
Get the Word Out with a Professional Press Release – Contact Us Today!
Mastering the art of press release writing is a valuable skill for any business or individual seeking media coverage and brand exposure. Let BrandLume be your partner in achieving your press release goals. Get started with us today and make your news the headline it deserves to be.
