When you enter the search term “How to write a press release” on Google, you’ll be inundated with an abundance of search results. This is hardly unexpected, as mastering the art of press release writing is a crucial skill to possess if you want to secure media coverage for your business.
What should be included in a press release? How should one conclude a press release? And what about the press release format? Fortunately, we have all the answers.
Our comprehensive guide on crafting press releases that capture attention and yield results includes specific guidelines on news angles and press release structure, as well as expert commentary.
Create press releases with AI and templates
In the fast-paced world of PR, we are constantly seeking ways to optimize our time and productivity.
We strongly advise utilizing automated PR software platforms when crafting press releases.
By utilizing a cutting-edge platform such as Swiftcloud, you are able to
- With the power of AI, effortlessly create comprehensive press releases in a matter of seconds.
- Utilize pre-designed press release templates to craft your own professional and polished press releases.
- Receive intelligent suggestions on whom to send your press release to. While utilizing AI or templates to create press releases can expedite the process, it remains imperative to possess a comprehensive understanding of press release writing to ensure its accuracy and efficacy.
We have created two comprehensive guides to assist you in achieving optimal results when utilizing the AI Press Release Generator, as well as in crafting and presenting press releases with the aid of AI.
Before utilizing AI for assistance, it is imperative to have a solid understanding of the fundamental principles of crafting a press release.
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Continue reading to discover the key elements that constitute a well-crafted press release.
What is a press release?
How to write a press release in 9 steps
Common Mistakes to Avoid
Examples of Successful Press Releases
What is a press release?
A press release is a powerful tool designed to announce newsworthy events in an objective manner. Its primary objective is to garner attention and coverage from a specific audience.
Doesn’t it sound simple? Unfortunately, the press release can be quite tricky and is often misunderstood by both PR specialists and the audience. In order to craft an effective piece, it is crucial to have a thorough understanding of its structure.
Press release format
When crafting a press release independently, it is important to bear in mind that there exists a customary and anticipated structure for such releases.
The following components comprise a typical press release:
- Headline
- Subheader / Lead
- Dateline
- Body
- Quote
- Company info (boilerplate)
- Logo
- Media contact information
Although you may be inclined to be imaginative and unorthodox with your content, it is imperative that you adhere to the established format when presenting it. This is not the moment to take risks and experiment. Keep in mind that you are writing for an audience that is accustomed to a specific format because it has proven to be effective.
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“Join me as we explore the essential elements to include when formatting a press release. By ticking all the right boxes, you’ll leave a lasting impression on media contacts and equip them with everything they need to elevate your conversation to the next level.”
How to write a press release in 9 steps
Mastering how to write a press release is key to making sure your message reaches both the media and your audience. Whether you’re launching a new product, hitting a milestone, or announcing an event, a well-written press release makes a big difference. The secret? Be clear, concise, and attention-grabbing. Think of it like a news story: Start with the most important details and then add more information. But how do you make sure you include everything you need? Here are nine steps to guide you:
“A compelling press release not only informs but also engages and entices journalists and readers alike.” — Jane Doe, PR Expert
Breaking the process into manageable steps makes it less intimidating and more effective. To start, identify your target audience and tailor your message to their interests. Then, craft an attention-grabbing headline that is clear, concise, and compelling.
1. Understanding Your Audience
Before you write a single word of your press release, you need to know who you’re writing for. Understanding your audience ensures your message resonates effectively.
Ask yourself: How is this relevant to my audience? This will guide the tone, language, and content of your release. A tech startup uses specific jargon, while a community event is more relatable.
Customize the template to reflect your company. A press release for Kohl’s will differ from one for Universal Music Canada. Tailor your message while keeping your company’s mission in mind.
Incorporate visual elements to capture attention. Use data, infographics, or charts to make your press release stand out and easy to understand.
By understanding your audience, customizing content, and using engaging elements, you’ll craft a press release that informs and captivates.
2. Crafting a Catchy Headline
A great headline is your gateway to capturing the reader’s attention. It needs to be compelling, concise, and relevant. Here are key elements to focus on:
- Keep it Short: Aim for a headline that is under 100 characters. Shorter headlines are easier to read and share.
- Use Action Words: Action-oriented words make your headline more dynamic and engaging. Think verbs like “introduces,” “launches,” or “announces.”
- Be Specific: Avoid vague terms. Specificity provides clarity and draws in readers who are interested in that precise topic.
- Incorporate Keywords: Including relevant keywords can help with search engine optimization (SEO) and improve the visibility of your press release.
- Highlight a Benefit: What will the reader gain by reading your press release? Make that benefit clear in the headline.
For example, instead of a generic headline like “New Product Launch,” you could write, “XYZ Corp Introduces Revolutionary Eco-Friendly Gadget to Reduce Energy Costs by 30%”. This headline is specific, action-oriented, and highlights the clear benefit of the product.
Remember, your headline is not just a title; it’s an invitation to read more. Spend time crafting it to ensure you make the best first impression.
3. Add more information with your lead
Your lead, or opening paragraph, is the most crucial part of your press release. It should immediately grab the reader’s attention by succinctly presenting the most important information. This typically includes the who, what, when, where, and why of your announcement. However, adding more context can significantly enhance its impact. and clarity.
Begin with a strong, engaging sentence that sets the stage for your announcement. Clearly state the key facts without fluff, ensuring that readers understand the core of your message within seconds. For instance, if your company is launching a new product, mention the product name and a compelling benefit right away.
Example: “XYZ Corp announces the release of its revolutionary EcoClean Washer, designed to reduce water usage by 50% while delivering superior cleaning results.”
Remember, this first paragraph should serve as a mini-summary of your entire press release. If the reader only skims this part, they should still walk away with a clear understanding of the announcement and its significance.
While brevity is key, don’t be afraid to include a unique angle or an interesting fact to make your lead stand out. An intriguing element can be the difference between your press release being read or overlooked.
Pro Tip: After drafting your lead, review it carefully to ensure it aligns with the overall tone and purpose of your press release. Editing for clarity, conciseness, and impact can transform a good lead into a great one.
4. Include the dateline
A press release provides crucial context about the timing and origin of the news being shared. It typically includes the city of origin and the date of release. For example, “NEW YORK, NY – October 5, 2023 – XYZ Corporation announced today…”. Including the dateline helps journalists immediately understand the context and relevance of the news. Place the dateline at the beginning of your press release text, before the first paragraph.
“A well-crafted press release isn’t just for grabbing media attention; it’s an essential part of your communication strategy.”
Remember, journalists and editors receive dozens, if not hundreds, of press releases daily. So, how do you make yours shine? By understanding your audience, telling a compelling story, and organizing your message effectively. Let’s get started with the first step.
5. Provide the details of your announcement in the body
When detailing your announcement, start with the most important information first—this is the inverted pyramid style. Begin with the “who,” “what,” “when,” “where,” and “why” of your news to ensure readers capture key points quickly. For example: “Tech Innovators Inc. (who) has just unveiled the latest model of its smartwatch series (what) at a live event in San Francisco (where) today (when) to address the growing demands for smarter, more intuitive technology (why).”
Next, support your announcement with quotes from key company figures, such as the CEO saying, “We are thrilled to introduce a product that redefines convenience and functionality in daily life.” Add context or background information with data, statistics, or recent trends, and use charts or images to enhance the story’s appeal. Wrap up with additional details like future plans, dates for follow-up events, or contact information for media inquiries.
6. Incorporating Key Quotes
Quotes from key stakeholders can significantly amplify the impact of your press release. They add a layer of authenticity and human connection, making your announcement more relatable and engaging. Here’s how to incorporate them effectively:
- Identify Relevant Voices: Choose individuals whose perspectives will resonate with your audience. This could be your CEO, a new hire, or even a satisfied client.
- Keep It Genuine: Authenticity counts. The quotes should sound like real people speaking, not overly polished corporate jargon.
- Highlight Key Points: Use quotes to emphasize the most important aspects of your announcement. Whether it’s a strategic decision or personal sentiment, ensure that the quote adds value.
- Contextualize the Quote: Provide a brief introduction explaining who is being quoted and their relevance to the announcement. This gives the quote credibility and context.
For example, in a new hire press release, a quote from the CEO welcoming the new team member can add a personal touch. Here’s how it might look:
“We are thrilled to welcome [New Hire’s Name] to our team,” said [CEO’s Name], CEO of [Company Name]. “Their extensive experience in [relevant field] will be invaluable as we continue to grow and innovate.”
Using quotes effectively can turn a standard announcement into a compelling narrative, drawing readers in and giving your message extra weight.
7. Highlighting Your Boilerplate
At the end of your press release, include a boilerplate section. This brief paragraph provides a concise summary of your company, similar to an “About Us” section, ensuring brand consistency in the media.
What to include in your boilerplate:
- Company Overview: Snapshot of your company – history, mission, and values.
- Key Achievements: Notable accomplishments and recognitions.
- Contact Information: PR contact details, including phone number and email.
- Website and Social Media Links: Links to your website and social profiles for further research.
Your boilerplate should be succinct, no more than 100-150 words. Here’s an example:
“Acme Corp is a tech industry innovator, developing cutting-edge software solutions since 2005. We’ve won numerous awards for excellence and innovation. For more information, visit www.acmecorp.com or follow us on Twitter at @acmecorp.”
Using an effective boilerplate provides a consistent, authoritative voice about your company, strengthening your brand’s narrative in each press release.
8. The Role of Multimedia Elements
Integrating multimedia elements—such as images, videos, infographics, and links—into your press release can significantly enhance its effectiveness. Visual content can grab attention quickly, making your release more appealing and easier to digest. This is crucial in an age where information overload is common, and attention spans are short.
Well-placed images or videos can make your announcement stand out. For instance, if you are announcing a new product, include professionally taken images or a short, engaging video demonstration. Infographics can be powerful tools for sharing statistics, timelines, or processes, helping to simplify your message and keep your audience engaged.
Don’t forget to incorporate hyperlinks to relevant online resources, such as your company’s blog, website, or social media channels. This can drive traffic and improve the reach of your press release. While multimedia elements can greatly enhance your release, ensure they are relevant and high quality to maintain the credibility and professionalism of your announcement.
9. Proofreading for Perfection
When it comes to press releases, even the smallest typo can undermine your credibility. That’s why proofreading is not just a step but a necessity in the press release process. Let’s break down how to ensure your press release is flawless.
Read Aloud: Reading your text out loud can help you catch awkward phrases, run-on sentences, and any areas that don’t flow smoothly. You’ll also spot missing words or gaps in your information.
Use Tools: Take advantage of spelling and grammar checkers. Tools like Grammarly or Hemingway can provide an extra layer of scrutiny and help you polish your prose.
Get a Fresh Pair of Eyes: It’s always beneficial to have someone else review your work. A colleague might catch errors you missed or suggest improvements, enhancing the overall quality.
Check for Consistency: Ensure that names, dates, titles, and other specific details are consistent throughout the document. Inconsistencies can confuse your readers and undermine your message.
Verify Facts: Double-check the facts in your press release. Any statistic, quote, or reference should be accurate and verified, as misinformation can damage your credibility.
In the end, a meticulously proofread press release sends a message of professionalism and care. It reflects well not only on the specific announcement but also on your company as a whole. So take the time to make sure it’s perfect.
Common Mistakes to Avoid
Even the most well-drafted press release can fall flat if you overlook some common pitfalls. Here are key missteps to avoid:
1. Overlooking the Target Audience
Writing an effective press release starts with understanding your audience. Don’t make the mistake of crafting a message that’s too broad or too niche. Tailor your content to suit the audience’s interests and needs.
2. Ignoring the 5Ws
Every press release should address the essential 5Ws: Who, What, When, Where, and Why. Failing to include these foundational details can leave your audience puzzled and your message incomplete.
3. Lack of Clear Focus
A press release should have a clear, central focus. Avoid trying to cram too much information into one release. Stick to one main topic or announcement to keep your message concise and impactful.
4. Weak or Misleading Headlines
Crafting a headline that’s either too dull or misleading can spell disaster. Your headline should grab attention while accurately reflecting the content of your release. Aim for concise yet compelling headlines.
5. Forgetting Contact Information
Always include clear and accessible contact information. Provide the name, phone number, and email address of a person who can answer media inquiries. Missing this critical component can frustrate journalists and lessen your chances of coverage.
6. Overlooking Proofreading
Errors in spelling, grammar, or formatting can undermine your credibility. Proofread meticulously to ensure your press release is polished and professional. Consider having another set of eyes review it for any overlooked mistakes.
Avoid these common mistakes, and you’ll be well on your way to crafting an effective and engaging press release that gets the attention it deserves.
Examples of Successful Press Releases
Successful Press Releases
Learning from successful examples is a key step in mastering the art of the press release. Here are a few standout examples that can serve as inspiration for your own announcements:
Champion Health’s New Research Findings
Champion Health crafted a compelling press release to share their latest research on workplace wellness. Their release was impactful due to its data-driven approach, clear explanation of the study’s importance, and inclusion of expert quotes. This combination made the information both credible and engaging.
TaskShift’s New Service Launch
TaskShift’s press release for their new service launch is an excellent example of brevity and clarity. It succinctly presented the new service, highlighted its key features, and used bullet points to ensure the information was easy to digest. This format is particularly effective for busy journalists and readers.
TalentLMS and Workplace Learning Trends
TalentLMS’s press release on workplace learning trends utilized eye-catching statistics and visuals to grab attention. By combining quantitative data with infographics, they effectively communicated their insights in a visually engaging manner. This approach not only drew readers in but also made the information memorable.
Minuteman Press Franchise Launch
For new business announcements, Minuteman Press’s franchise launch press release sets a great example. They provided a thorough background of their mission and values, introduced key team members, and shared quotes from leadership. This detailed yet concise approach helped build a strong narrative around their launch.
By studying these diverse examples, you can see the importance of clarity, engaging content, and the strategic use of quotes and data. Whether you’re introducing a new product, announcing a major hire, or sharing research findings, these templates offer valuable insights into crafting a successful press release.
Press release templates
One of the primary benefits of using a press release template is that it helps you adhere to industry standards. Journalists and media professionals are accustomed to a certain format, and a well-structured press release increases the likelihood that your news will be taken seriously and considered for publication.
