How to Write a Press Release - pressrelease.co.nz

After looking through the current discussions online about how to write a press release it's reasonably clear that most people agree on some of the basic points, they're just expressed in slightly different ways. Generally the advice online comes from people with experience writing the releases themselves or from journalists who receive the releases. It's also reasonably clear that some of the content available is written from an academic point of view.

Whatever your background, as a business (particularly an online business) you will at some point have the need to get a press release (also called a news release or media release) out to the market and you will be hoping to have that press release picked up by the media.

Each of the articles I've read offer advice on effective press release writing which tend to center around the dual needs of having both newsworthy content for readers as well as newsworthy content in the eyes of the editor, journalist or reporter that you're sending the press release to.

As a way of sourcing the writing methods that are considered the most important for completing a successful release and gaining promotion of your release in the media, I decided to canvas the "how to write a press release" articles that were available online and complete a summary of the most important items.

Essential Press Release Writing Tips

There has been intentional duplication across these points as they've been written down while looking through the advice that has been given out online (the sources are given below for due credit) as a way to re-inforce the importance of each writing item while you read through them:

Newsworthy information only - Focus on what's actually newsworthy

First sentence is the most important part - Grab attention immediately

Use headlines to convince editor it's worth publishing - Make it compelling

Include Why, Who, What, When, Where - Cover all the basics

Be Concise - Keep it short and to the point

Include quotes from industry sources - Add credibility

Include contact details - Make it easy to follow up

Choose the right time to release - Timing matters

Make it useful, accurate and interesting - Quality content

Use company letterhead or logo at least - Professional appearance

Include: "PRESS RELEASE" - Clear identification

Headline or Title in BOLD/CAPS - Make it stand out

Opening sentence says what the release is about - Clear purpose

Second paragraph elaborates - Provide more detail

Third and subsequent paragraphs should deliver facts - Substance matters

Writing style is important to impress journalists - Professional tone

Must have a beginning, middle and end - Complete story

Aiming the release is important - Know your audience

Timing the release is important, wait until it is hot - Strategic timing

The angle of a release often determines if it's used or not - Find the right angle

Package yourself as newsworthy - Make it relevant

Reporters looking for stories that will interest their users - Think about the audience

Emulate the headlines of newspapers that you currently see - Study successful examples

Lead paragraph includes the who, what, when, where and how - Complete information

Rest of the release backs up the lead paragraph - Support your claims

Include a line offering more information or an interview - Encourage follow-up

Stay clear of bloated phrases like "breakthrough", "unique" etc - Avoid hype

Never use "I" or "we", write as a journalist - Third person perspective

Shorter is better - Brevity is key

Headline should be brief, clear and to the point and a "grabber" - Compelling title

Do not capitalise every word in the Headline - Proper capitalization

Lead sentence should grab the reader - Hook them in

Include information about the company - Background context

Signal the end of the press release with three # symbols - Clear ending

Use "IMMEDIATE RELEASE" directly above the headline if relevant - Timing indicator

Include a call to action in the press release - Guide next steps

Send by email and put in the body of the email, not as an attachment - Easy to read

Use PDF only if the press release includes graphics for a media kit - Format appropriately

Use your "grabber" headline as the subject line of your email - Compelling subject

Key Takeaways

One of the interesting things that comes from this list is the repetition of the importance of the Headline or Title as the single most influential piece of your press release. There are others that come to the front e.g the importance of the lead paragraph and the use of Why, Who, What, When, Where however they pale compared to the stress that is put on the headline.

Overall, each of the factors above will contribute to writing an effective press release and no amount of advice is better than cultivating your own experience in the market you're writing for by giving it a go for your own business.

Sources

If you're already written your own Press Release then you can Submit your PR to PR.co.nz directly now.