When you type “How to write a press release” into Google, it spits out thousands of results. And no wonder. If you’re looking to get media coverage for your business, knowing how to write a press release is an essential skill.
But what should a press release include? How to end a press release? And what about the press release format? Luckily, we have all the answers.
There are specific guidelines for writing a press release—covering everything from news angles to press release structure. All of them you will find in our complete guide on how to write press releases that get attention (and results!), along with expert comments.
Press releases are an essential tool for communicating key messages about your business to the media and public. A well-written release can garner great coverage and exposure.
But how exactly do you craft an engaging press release that will catch the media’s attention?
Follow this comprehensive guide to learn proven press release writing tips and techniques.
Write a Clear, Captivating Headline
A strong headline is critical – it’s the first thing reporters will see Take time to craft a headline that sums up your news in a compelling, succinct way
Tips for writing great press release headlines
- Keep it under 10 words
- Include your most important keywords
- Write in active voice with strong verbs
- Use creativity and wordplay to stand out
- Add intrigue and drama (but avoid hype)
- Mention the company name
- Optimize for SEO with targeted phrases
Imagine you’re an editor inundated with releases. Create a headline they simply can’t ignore.
Include the Release Date and Your Location
At the very top before the headline, clearly label the release with “For Immediate Release” or add a specific date if you want it held until then.
Also include the city where your company is headquartered right underneath the headline. This allows reporters to quickly confirm it’s local news for their readership.
Quickly Tell Them What They Need to Know
The first paragraph is crucial real estate. Use it to summarize the key details upfront:
- Who is involved
- What main news or announcement is being made
- When this news happened or will happen
- Where it’s taking place
- Why this news is relevant and important
Communicate these essentials clearly and concisely. The reader should fully grasp the story after the first paragraph.
Then Give More Context
The next 2-3 paragraphs provide supplemental details and background to flesh out the story.
Imagine you’re answering these questions for the reader:
- How did this news come about?
- Who are the main players involved?
- What steps led to this announcement?
- How does this fit into industry/local happenings?
- Why does it matter to your audience and public?
Add facts, stats, history, quotes, and context to expand on the news. But keep it scannable with short paragraphs.
Be Honest and Unbiased
The release should educate, not promotional. Avoid excessive hype, embellishment, or coming across as an advertisement.
Stick to the facts and be transparent. Demonstrate your credibility by being honest and direct. This builds trust with reporters.
If sharing positive news about your company, balance it with full context and disclaimer if needed. Leave out unverified superlatives.
Eliminate Industry Jargon
Explain acronyms and avoid niche lingo. Spell out technical terms so anyone can comprehend your news.
Write for a general audience using clear, plain language. Simplify complex details when possible. Making the content accessible will widen its appeal.
Include Relevant, Colorful Quotes
Inject personality and commentary with short verbatim quotes from company reps or experts.
Choose quotes that offer unique insight, perspective, or a touch of humor. But keep them concise – 1-3 sentences max.
Quotes make your news more human and bring the story to life.
Sign Off Appropriately
Close the release by thanking the reader and adding boilerplate language.
For example:
“Thank you for your time and consideration. Please contact [name, email] with any questions. [Company name] looks forward to serving our community for many years to come.”
This gives reporters an action step and provides your official company background.
Follow Journalistic Style
Mimic the inverted pyramid style used in newspapers: Start with the broadest, most important info, then narrow down into details.
Use an objective, professional tone and active voice. Insert paragraph breaks between each major point.
Additionally, follow AP Style for punctuating and formatting numerical figures, dates, etc. This makes your release publication-ready.
Keep it Short
Press releases should be 300-500 words max. Be concise and cut any redundant info.
Stick to 1-2 pages – reporters are busy and appreciate brevity.
Include Engaging Visuals
Consider adding photos, charts, infographics, or video links to illustrate the news visually.
Images catch the reader’s eye and make key data easier to digest. Provide captions explaining each visual.
But avoid cluttering the release with excessive graphics – focus on communicating cleanly.
Distribute Strategically
Email your release to targeted media outlets and journalists who cover your niche.
Also distribute via paid press release wires like PR Newswire for mass visibility.
Post the release on your website and promote it on social media to maximize reach.
By following these tips, you can craft press releases that captivate audiences. Distribute your next announcement with confidence knowing it will compel readers to take notice.
Add your logo
Your company’s or organization’s logo is part of any professional press release. Search online and you’ll find that there’s plenty of disagreement of where exactly it should appear on the page but top-middle and bottom-middle are the two leading contenders. You can decide based on what you think looks best.
Pro tip: Use a full-color logo and keep it down to a fairly small size. Remember, the logo is there for brand identity purposes, not to steal the show.
You’ve put all this effort and planning into your press release because you want to generate interest among media contacts, so be sure that you make it easy for them to get in touch. This info will depend on who your contact is, of course—the person writing the press release, a Marketing or PR representative, an outside agency, etc.
A simple “[Brand name] is happy to share more information…” or “Please direct all media inquiries to…” or some similar call to action is sufficient to make it clear that this is the person who will handle replies from the media.
Pro tip: A phone number and an email address is all the contact information you need to share with anyone responsible for handling replies to your press release. While you may have reached out to media contacts via their social media, you want their replies to go through your phone or email.
How to write a press release in 9 steps
Now that you know the correct press release format, let’s dig into the details of writing a press release.
PRESS RELEASES: How To Write Them in 2023. A PR Lesson For Beginners.
How to write a good press release?
Bring the press release to a neat conclusion with a closing endorsement. An effective endorsement can come from a trade organization, some favourable market data, or a fact which points to the future and shows what is coming next for your business.
How do I write a press release for an event?
Make sure the end of your press release includes whether tickets are for sale or free, whether registration is required or not, as well as key information about deadlines and event dates. Here’s an event press release template to get you started.
What should a press release include?
To start, here are the basics every press release should include: A quick bio about your company at the end of your press release. You also might want to include “###” or another signifier to show the journalist that the release has ended.
How do you write a press release for an executive?
Executives often serve as faces of the company, and a press release functions to kick off this role. It may include biographical information to establish their credibility along with a photo and other pertinent details. When it comes to business excellence, it’s OK to brag.
