Press releases are vital elements of any public relations strategy. A press release is an official statement issued to newspapers/media giving information on a particular matter. Press releases can announce a range of business news such as scheduled events, awards, accomplishments, new products or services, executive promotions, sales and other financial data.
Effective press releases should provide much more than just facts and figures on your company’s latest news; they should pique the interest of journalists, and inspire them to follow up and write more on the topic, creating added exposure and visibility; such as an exclusive interview with a senior level spokesperson.
Always remember that journalists are inundated with prospective stories and pitches all day, every day. So, how you make yours stand out from the mass is essential. Press release formats are fairly standardized, but content should be the exact opposite.
Here are a few tips you can use to write a press release that will look professional and compelling enough to leaving writers craving more.
1. Create an attention-grabbing headline.
A headline is the heading at the top of an article or page, similarly to a newspaper or magazine. We might as well include the email subject line as well since that is what the media see first. A solid headline will pull in journalists seeking newsworthy articles. Your headline should be as fetching as it is factual.
2. Get to the point.
Keep the opening paragraph concise and exciting to lure the reader in. Don’t forget, your press release is one in a million that they’ve received that day, kind of like auditions for American Idol. Because reporters are busy people, you must assume that they will only read the first sentence and then scan the rest, that is to say they’ve even made it past the headline. Get the message of your press release out swiftly. Every important point should be addressed in the first few sentences. The subsequent paragraphs should be strictly support mechanisms.
3. Include the cold, hard facts.
It’s easy to fill a page with imaginative narrative. Leave the creativity to the writers. Plug your press release with solid figures that provide sustenance to your announcement. If you’re claiming a trend, you need proof to back it up. Quantify your argument and it will become much more compelling.
4. Make it grammatically impeccable.
Be sure to proofread; and let a few other people proofread it as well before sending it out. Even a single mistake can deter a journalist from taking you seriously.
5. Use quotes when possible.
Good quotes are priceless, particularly from someone close to the product/event. It provides a human element to the press release, as well as being a source of information in its own right.
6. Include contact details.
A common omission is contact information for reporters to follow up with. Whether you or someone else at the company is the point of contact, don’t forget to include a name, telephone number and/or email address for the media to follow up.
7. Keep it to one page, but definitely no more than two.
Less is more, and press releases are no exception to the rule. Do your best to limit yourself to one page; although two pages are often tolerable. This will also force you to condense your most significant information into a more understandable document.
8. Be accessible.
Although you must set boundaries with the length of your press release, that doesn’t mean you can’t show people how to learn more. Provide relevant links to your company’s website where writers can learn more about your mission and what you’ve already accomplished. Unless you guide the audience, they won’t look for more without your direction.
9. Include a photo.
Images are a great way to enhance a press release, whether you’re announcing a new appointment of a senior executive, or promoting a new product or service. You’ll have more likelihood of getting picked up in the media when accompanying your release with a relevant photo.
