Press releases are an important way to share your news, successes, and viewpoints with both the media and the public. They can help you get publicity, improve your image, and attract new customers. However, writing an effective press release is more challenging than it may seem. You need to create a message that is clear, brief, and interesting enough to catch attention, deliver your key points, and encourage action. Here are some helpful tips on how to write a better press release:
1. Write an Eye-Catching Headline
Your headline should clearly state the main point of your story and grab the reader’s attention. Look at the headlines in the publications you’re targeting and try to create something similar.
2. Include Date and Location
Always include the date you’re sending the press release (or the date of the event you’re announcing) and where your business is located. This information helps the recipient understand the timing and relevance of your news.
3. Get to the Point Quickly
In the first paragraph, provide the essential details by answering the five key questions:
- Who is involved?
- What is happening?
- Where is it taking place?
- When will it happen?
- Why is it important?
4. Provide More Details, but Keep It Simple
After your introduction, add more information in order of importance. Keep it clear and concise. Focus on what your business does and why, but avoid providing a long history.
5. Be Honest and Objective
Avoid exaggerated claims. Journalists won’t be impressed if you call your product “the best” unless you’ve won an award to prove it. Stick to the facts.
6. Avoid Industry Jargon
Ensure your press release is free from complicated industry-specific terms that may confuse readers. A good way to check is to ask someone unfamiliar with your field to read it. If they find it confusing, simplify it.
7. Add Relevant Quotes
Include interesting and relevant quotes to add personality to your press release. It could be something from yourself as the business owner or an employee connected to the story. Make sure to properly attribute the quote.
8. End with a Clear Signal
Conclude your press release in a way that signals it’s finished.
9. Provide Contact Information
At the end of the press release, list the contact details of the person the media should reach out to for more information. Include their name, email, phone number, and any relevant URLs or social media links.
10. Summarize Your Business in a Boilerplate
Add a short description of your business at the bottom of the release, similar to what you’d find on your website’s “About” page. This is known as the boilerplate text. Double-check it before sending out each release to ensure it’s up to date.
11. Avoid Exaggeration and Superlatives
One of the most common mistakes is treating a press release like a marketing document. Avoid using words like “revolutionary” or “game-changing.” A press release should stick to the facts and let journalists decide for themselves how important the news is.
For example, if your company has raised funds, the press release should cover key details such as how much was raised, who invested, and what the funds will be used for. It should not include claims about how this will “change the world.”
12. Keep It Short and Simple
Always assume the person reading your press release is busy. Keep your message short and to the point. The format should be straightforward, with a headline, a brief subtitle, a date, a location, and a single page of text that includes a short paragraph about your business. Anything more is unnecessary.
13. Make the Title Informative
The title of your press release should summarize the story. For example, use phrases like “Company raises capital to boost growth” or “Company signs deal to expand into new markets.” The title should clearly state what’s happening, leaving the journalist to decide how important it is.