10 Steps to Writing Effective Press Releases
How to write a press release
A press release is a perfect way to get your story in front of the right people. Whether you want to shout out a new product launch or announce an upcoming event, a well-written press release will help your message get noticed by the right people—and it’s not that hard. Follow these ten simple steps and in the end, you will have written a good press release.
Here’s how to write a press release:
1. Write an eye-catching headline
Let’s start with the headline. Make it something that will catch the reader’s attention and help them understand why they should read on.
You want something that’s going to make a reader say “Wait, what? I HAVE TO KNOW MORE.” This can be as simple as “Company X Announces New Product” or as complex as “Company X Announces New Product That Will Change Your Life Forever.” If you’re not sure where to start, try writing out all of your possible headlines and then choosing the one that makes you say “whoa” when you read it.
2. Find your angle (what’s interesting about this story?)
Next, find your angle—the reason why people should care about reading this release. Is there any new information? Are there statistics that back up your claims? If not, then maybe you should consider finding good data support for the release.
You should look for a reason why someone should care about this news even though they don’t know anything about Company X or their product yet. What is so compelling about this announcement that it would compel someone else to pay attention?
3. Include a Strong Lead
The opening paragraph of your press release should grab your reader’s attention and make them want to read more, which is why it’s crucial to start strong. The first line should be clear and concise, setting up what’s coming next and getting right down to business without being bogged down by unnecessary details or flowery language. If you’re writing about an event or product launch, this could take the form of a date or time frame; if you’re sharing news about a new hire or promotion at your company, this could be the name of the person being promoted along with their current title and new title at their new job post-promotion (for example: “Jane Doe has been promoted from Chief Operating Officer (COO) to Chief Executive Officer (CEO).”).
4. Support arguments with data (how many people are affected by [event]? How much did [company] make last year?)
Once you’ve figured out your angle, supporting your argument with data is key to making sure your press release is taken seriously by editors.
Anything quantitative will do here because it’ll help back up what you’re saying without making it seem like an exaggeration —statistics, records of past successes or failures with similar products/services/ideas/etc.
5. Use quotes (or tweets) from experts and influencers to bring the press release to life
To make your press release more appealing and lively, use quotes from people who are relevant to the story being told. You can use the quotes to draw attention to important information in the release and bring it to life.
6. Edit for grammar, spelling, and formatting errors
Take a second look at your release and make sure everything is spelled correctly and flows together smoothly. Make sure that sentences don’t start with “and” or “but” because those words can be confusing for readers who are scanning over content quickly (and editors who are reading through piles of releases).
When editing for grammar, make sure you check for spelling errors (and other types of errors) as well as consistency issues in terms of tense usage (“she was” vs “she has been”).
7. Add quality graphics (if applicable)
Don’t forget to include graphics—they’re an important part of any good story, it will help break up text-heavy content and make it more visually appealing for readers..
Graphics help tell your story visually, so include them whenever possible— try to use high-quality images; We recommend using images from stock photo websites like Shutterstock or Unsplash of at least 1200×675 px.
Include contact info at the bottom of any press releases so journalists can reach out. This will help people understand why they should care about what you’re writing about before they even click through! For example: “For more information on how this product works or how we can help you get started with [topic], email us at [email address]!”
9. Keep it short
A press release should be no more than one page in length. If you have more information to share, consider adding a link to an expanded version of the news on your website or another location that will be available for download. This will help ensure that readers can easily access the information they need, and it ensures that you don’t turn off any potential readers with too much content on one page.
10. Add a conclusion
Be sure to include a short conclusion at the end of the release. This should summarize the key points of your message and make it easy for readers to understand what they just read.
Photo by Aaron Burden on Unsplash.