How to Write a Press Release: The Ultimate Guide

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If you’re a business owner, you know that it’s important to get the word out about what you’re doing. And one of the best ways to do that is by issuing a press release. But how do you write a good one? That’s what we’re going to talk about in this post. So read on to learn all you need to know!

how to write a press release

What is a press release?

A press release is an announcement (usually written) that is sent to the media with the intent of getting coverage for something. The term “press release” can also be used to describe the actual document that is sent. Press releases are usually written by public relations professionals, but they can also be written by people with no professional experience.

There are a few key elements that are typically included in a press release, such as the following:

  • The dateline is typically the city and state where the event or story took place, followed by the date.
  • The headline is the most important part of the press release – it should be eye-catching and make someone want to read more.
  • The body of the press release should include additional details about the event or story, quotes from people involved, and/or additional contact information.

Press releases are typically one page in length, but they can be shorter or longer depending on the situation.

How to Write a Press Release

Now that you know the basics, let’s move on to how to write a press release.

Step 1: Figure out what your news is

Before you can write a press release, you need to have something newsworthy to say. That means you need an event, announcement, or some other type of development that is worth sharing.

For example, say you’re a new business owner. You might want to issue a press release when you open your doors or launch a new product. Or, if you’re an established business, you might want to announce a new partnership, location, or employee.

You can also use press releases to share news about your company, such as an expansion or new hire. And, of course, you can use them to promote an upcoming event, such as a sale, conference, or grand opening.

The bottom line is that there are a lot of potential things you could share with the press. But not every announcement is newsworthy – so it’s important to be strategic about what you choose to share.

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Step 2: Find your angle

Once you’ve decided on something newsworthy to share, it’s time to find your angle. In other words, what makes your story different, unique, or interesting?

Your angle is what will make your press release stand out from the rest. It’s what will persuade someone to write about your story, instead of all the other stories they’re being pitched.

To find your angle, ask yourself the following questions:

  • Why is this newsworthy?
  • What makes it unique?
  • What are the benefits to my audience?
  • How does it fit into current trends?

You should be able to answer these questions in one or two sentences. And the answers will help you determine what to include in your press release.

Step 3: Write your headline

Once you’ve figured out your news and angle, it’s time to write your headline. As we mentioned before, the headline is the most important part of your press release – so it’s important to get it right.

Your headline should be eye-catching and make someone want to read more. It should be clear and concise, and it should include your angle.

Here are a few tips for writing a great headline:

  • Use keywords that will help your story get found online
  • Make it short and to the point – ideally, no more than 10 words
  • Use active voice
  • Include numbers or statistics
  • If you can, include a pun or play on words

Step 4: Write your body copy

Once you’ve written your headline, it’s time to move on to the body of your press release. This is where you’ll include more details about your story, as well as quotes from people involved.

When writing the body copy of your press release, keep the following tips in mind:

  • Use a journalistic style, which means including who, what, when, where, and why
  • Use short, simple sentences
  • Avoid jargon or industry-specific language
  • Include quotes from people involved
  • If you’re including statistics, make sure they’re from a reputable source

Step 5: Write your boilerplate

Your boilerplate is the standard information about your company that you include at the end of every press release.

This should include your company’s name, logo, location, contact information, and a brief description of what you do.

Here’s an example of a boilerplate:

ACME Co. is a leading provider of XYZ services. We have been in business for over 20 years and have helped thousands of people in the ABC area. For more information, please visit our website or contact John Smith at 123-456-7890.

Step 6: Choose a distribution method

Now that you’ve written your press release, it’s time to choose a distribution method. There are a few different ways to do this, but we’ll focus on the two most common methods:

  • Sending your press release to media outlets
  • Posting your press release on your website or blog

To send your press release to media outlets, you’ll need to find the right contacts. This can be a difficult and time-consuming task, but there are a few resources that can help.

Why write a press release?

A press release is one of the easiest and most efficient ways to get your story in front of journalists. By writing a clear, concise, and compelling press release, you can dramatically increase your chances of getting coverage for your business or organization.

In addition, a well-written press release can be used as a tool to build relationships with journalists and thought leaders in your industry. By taking the time to craft a well-crafted press release, you can make a lasting impression on the people who matter most to your business.

What information to include in a press release

A press release is an announcement written to generate media attention. It’s generally used to promote something newsworthy, such as a new product launch, an event, or a milestone achievement. The key to writing a successful press release is to focus on the three C’s: clarity, conciseness, and credibility.

To start, check out the following tips:

  • Be clear about what you’re announcing and why it matters. The first few sentences should concisely sum up the most important points of your announcement.
  • You’ll also want to include any pertinent details, such as who, what, where, when, and why.
  • Be sure to add a quote from someone involved with the project to add credibility and provide additional dimension.

By following these simple tips, you can write a press release that will grab the attention of reporters and help promote your story.

How to format a press release

The Internet has changed the way we write. No longer are we slaves to the rule of three and the inverted pyramid. Web readers want snippets, headlines, and bullet points. They want to scan and they want to get the gist quickly. And that’s why the press release is dead. Long live the press release!

Today, a press release is more likely an article on your website or a post in your blog than a document sent to media outlets. It’s not about getting somebody else to do your marketing for you; it’s about using the tools at your disposal to reach new markets directly. So what should a modern “press release” look like?

Here are a few tips:

  • Keep it short – under 500 words is ideal
  • Use headlines and subheads – make it skimmable
  • Use short paragraphs – one or two sentences per paragraph is fine
  • Use ~~~ instead of quotation marks for quotes – it’s easier to read
  • Include links – to your website, to related articles, etc.
  • Don’t be afraid to use images, videos, or infographics – they help break up the text and add visual interest
  • And most importantly, focus on telling a story that will resonate with your audience. The best press releases are those that are interesting and useful, even if they don’t directly promote your product or service.

So think like a reporter and focus on creating content that will be of value to your readers. That’s the way to get noticed in today’s crowded media landscape.

Headlines for press releases

The headline is the most important part of your press release. It’s the first thing people will see, and it’s what will determine whether they read on or not. So how do you write a headline that will grab attention and make people want to read more? Here are some tips:

  • Keep it short and sweet. A headline should be no more than a few words long. People have limited attention spans, so make sure you get your point across quickly and efficiently.
  • Make it keyword rich. Include key phrases that people are likely to search for when they’re looking for information on your topic. This will help ensure that your press release comes up in search engine results.
  • Use strong verbs. Action-oriented verbs like “announce,” “unveil,” and “introduce” convey a sense of excitement and urgency that will pique people’s interest.
  • Be creative. Think outside the box to come up with a headline that’s both informative and eye-catching. If you can make people laugh, all the better!
  • Test out different headlines. Don’t just settle on the first thing that comes to mind–try out a few different options to see what gets the best response from your target audience. You can even run A/B tests to see which headlines perform better before settling on a final version.

The anatomy of a good press release

A good press release is one that gets read. That’s it. And yet, so many organizations go to such lengths to make sure their press release is perfect, complete with branding and quotes, that they forget the essentials: a compelling headline and an interesting story.

A good press release is short and to the point, bringing the reader in with a catchy headline and then quickly delivering the most important details. The best press releases are also timely, providing information on something that is happening right now.

By staying focused on the essentials, you can ensure that your press release will be read – and remembered.

Tips for writing strong and effective copy

A press release is a tool to generate publicity for your business. But how do you write an effective press release? Here are some tips:

  1. Write a strong headline. The headline is the most important part of your press release. It should be catchy and informative, and it should make people want to read more.
  2. Keep it short and sweet. A press release should be no more than one page long, and it should get to the point quickly. Be sure to include all the essential information, but don’t go overboard with details.
  3. Use quotes sparingly. Quotes can add interest to your press release, but don’t overdo it. A few well-chosen quotes from knowledgeable sources will do the trick.
  4. Don’t forget the basics. In addition to a strong headline and interesting content, your press release should also include basic information such as your contact information and the date and time of your event.
  5. Proofread your press release carefully before sending it out. A well-written press release can generate a lot of positive publicity for your business. But a poorly written one can do just as much damage. So take the time to proofread your press release before you hit send.

Mistakes to avoid when writing a press release

If you want to write a press release that will actually get read (and maybe even picked up by a journalist), avoid making these five mistakes:

  1. Writing a press release that’s nothing more than an advertisement. A press release is supposed to be newsworthy, so focus on the facts and leave the marketing speak for another time.
  2. Using jargon or overly technical language. Remember, you’re trying to reach a wide audience, so make sure your press release is easy to understand.
  3. Making it all about you. A press release is not the time to brag about your company or product. Instead, focus on how your product or service can benefit the reader.
  4. Being boring. A press release should be interesting and attention-grabbing, so make sure to include some juicy details.
  5. Failing to proofread. Always proofread your press release before sending it out into the world. Nothing says “unprofessional” like a typo-ridden press release!

By avoiding these five mistakes, you’ll be well on your way to writing a great press release!

How to distribute your press release

A press release is a short, compelling news story written by a public relations professional and sent to targeted members of the media. The goal of a press release is to pique the interest of a journalist or editor, who will then decide whether or not to write a story about your company or organization. Here’s how to distribute your press release so that it gets maximum exposure:

  1. Send it to your local media outlets. This includes newspapers, magazines, radio stations, and television stations. If you have a good relationship with a reporter or editor, you can also send it directly to them.
  2. Post it on your website and on social media platforms such as Facebook, Twitter, and LinkedIn.
  3. Distribute it through a wire service such as PR Newswire or Business Wire. This will ensure that your press release is distributed to a wide audience of journalists and other potential customers.
  4. Give copies of your press release to key stakeholders in your company or organization, such as the CEO, marketing director, and sales manager. These individuals can help promote your press release by sharing it with their own networks.
  5. Don’t forget to follow up with the media after you distribute your press release. This will help ensure that your story gets the attention it deserves.

Measuring the success of your press release

How do you measure the success of your press release? It’s simple: you track how many journalist pick it up and write about it. If nobody bites, then your release didn’t work. You can optimize for this by making your releases more interesting, by building better relationships with journalists, or by paying to have them distributed.

The reason this metric is so important is that it’s the only one that really matters. You could have a beautiful website with everyone who visits subscribed to your newsletter. But if nobody ever hears about you, it doesn’t matter. You could be featured in the New York Times, but if they don’t link to your site, it also doesn’t matter.

In either case, what you’re really looking for is not attention per se, but attention that leads to customers. And the best way to get customers is through the press. This is because when a journalist writes about you, they are doing two things: first, they are giving you credibility by lending their own reputation to yours; and second, they are introducing you to a whole new audience that might not have found you otherwise.

So when you measure the success of your press release, make sure you’re looking at how many journalists are writing about it. That’s the only metric that will give you an accurate picture of how well your release is performing.

Conclusion

Press releases are an important way to get your information out to the public. To write an effective one, you need to know who to send it to, what information to include, how to format it, and more. You’ll also learn about headings for press releases and the anatomy of a good one, as well as tips for writing strong and effective copy. By following these tips, you’ll be able to write a press release that will help you get the information you want out to the public.

FAQs

What is the best way to format a press release?

There is no one-size-fits-all answer to this question, as the best way to format a press release will vary depending on the individual situation. However, in general, it is advisable to keep your press release simple and easy-to-read, with a clear structure and easy-to-follow headings.

What information should be included in a press release?

Again, there is no one-size-fits-all answer to this question, as the content of a press release will vary depending on the individual situation. However, in general, it is important to include all of the relevant facts and figures about your announcement, as well as contact information for journalists who may be interested in more information.

Who should I send my press release to?

The best way to determine who to send your press release to will vary depending on your specific situation. However, in general, it is advisable to target media outlets that are likely to be interested in your announcement. You can find a list of media contacts for most major publications online.

What are some tips for writing an effective press release?

Here are a few general tips for writing an effective press release:

  • Keep it short and to the point.
  • Use strong, persuasive language.
  • Make sure all of the relevant facts and figures are included.
  • Include contact information for journalists who may be interested in more information.
  • Follow all of the proper formatting guidelines.

What are some common mistakes to avoid when writing a press release?

Here are a few common mistakes to avoid when writing a press release:

  1. Don’t make it too long.
  2. Don’t use jargon or technical terms that the average person wouldn’t understand.
  3. Don’t include irrelevant information.
  4. Don’t send it to too many people at once.
  5. Don’t forget to proofread it before you send it out!

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