Writing compelling press releases: Tips and tricks
A press release (AKA media release) is meant to announce important news or events for a business. While a well-written press release can be an important part of a media campaign, not every business will need to draft a traditional press release. Similarly… NOT EVERYTHING IS WORTHY OF A PRESS RELEASE. Sorry, didn’t mean to yell :D. If you are going to draft a press release, you need to make sure that it is compelling enough to get you media attention and enhance brand reputation as well as effectively communicate your message to a broad audience. Here are some things to consider to ensure your press releases make an impact.
1: Make sure your announcement is worthy of a press release
While something might feel exciting to you as a company, that doesn’t mean it’s newsworthy. You can get a good sense of things by keeping up with the daily news cycle to see what types of stories are being covered. Another good way to approach this is if it feels like it’s too promotional, it’s probably more suited to another marketing channel.
2: Start with an attention-grabbing Headline
The headline is your first impression and the hook that draws readers in. It should be concise, engaging, and informative. Think of including keywords that give a clear idea of what you’re announcing in the press release – keywords are also helpful for SEO purposes. Your headline should be no more than 10 words.
3: Write a great lead paragraph
Your lead paragraph should summarize the key points: the who, what, when, where, and why. If someone were to ONLY read this paragraph, they should get enough information to get the gist of things – the most critical information.
4: Include key details in the body paragraphs
Expand on the details provided in the lead paragraph. Keep it short and simple – even using bullet points where appropriate. Ensure you focus on how the news impacts your audience and, where possible, use data and statistics.
5: Include at least one quote
Quotes from key stakeholders, such as company executives, industry experts, or satisfied customers, add credibility to your press release. It is also a great way to introduce a spokesperson to the media. Quotes should not repeat information and should add value to your overall message.
6: Incorporate multimedia elements
Including high-resolution images, videos, or infographics can make your press release more engaging and shareable. Also, anything that makes your story easier to report for media is a value add.
7: Provide contact information
Include the name, phone number, and email address of a designated contact person, along with any relevant social media handles. You want to make it as easy as possible to get in touch, so make sure it’s someone who isn’t on vacation when you send out your press release. It’s also not always a good idea to put a busy executive as the main contact unless they have time to answer phone calls and manage any interview scheduling.
8: Copy and paste your boilerplate at the end
A boilerplate is a standard paragraph at the end of your press release that provides background information about your company such as the mission statement, history, and key achievements. The boilerplate should be the same across all press releases.
If you aren’t sure about your press release or if you should even send one, set up a free consultation with us and we’ll chat.