How To Write A Press Release That People Want to Read
Want to learn how to write a press release that shakes your industry? That’s exactly what you are going to learn here.
This guide demystifies the press release writing process and provides expert tips to help you create press releases that journalists and editors will find irresistible. In addition, you will learn how often you should send out press releases to get maximum media coverage.
If your company or brand is doing something great, then you should not hesitate to share it with the world.
Whether you are announcing a new product launch, recruiting a new employee or giving back to members of your local community, a press release is an incredibly effective tool to attract immediate media exposure to your business and get your message out to your target audience.
Contrary to the talk that press releases are outdated, PR remains one of the most effective inbound marketing strategies to grow your online presence.
Not only can a professionally written press release enhance business credibility and increase customer engagement, it can also build SEO traffic and boost social sharing potential.
But with many reputable journalists and editors receiving over 26 pitches per day, you want to make sure your press release stands out so it can be considered for publication.
So the question is, what should you include in your press release content? And how do you target the right journalist to increase the chances of getting your press release published?
In this guide, you will learn how to create relevant press releases and target the right journalists in your industry for optimal coverage. You will also learn the perfect frequency of sending out press releases.
What Is A Press Release?
What Does a Press Release Structure Look Like?
Press releases are typically written in the inverted pyramid style. This means that the story is told from the most important to the least important. Your lead or introduction is the most important part. How you start your press release determines whether the journalist will read to the end or throw your press into a thrash.
To hold your readers’ attention, your lead must answer the five W’s: what the news is about, who is involved, when and where it happened and why it’s important.
The body is where you explain the H or “how” of the news. If you are writing a press release about a new product launch, for example, it will be reasonable to provide relevant information about how the product will help the consumers by highlighting all the benefits of the new product.
As much as you want to provide details, it’s important to keep it simple and straight to the point. If available, it is a good idea to add quotes and sources throughout the body to infuse credibility into your press release content.
How To Write An Engaging Press Release
Define Your Target Audience
Craft An Irresistible Headline
Something great just happened in your company and can’t wait to share it with your community – customers or clients, journalists and your social media followers. Just like writing a compelling blog post, setting up your PR for success starts with your headline. You only have a line to work with, which can make it seem intimidating. However, creating a captivating headline doesn’t have to be a hassle.
Following these following guidelines to create an attention grabbing headline:
- Make your headline simple and short, 70-10 characters is okay
- Use clear and understandable language – Avoid use of irrelevant words, no matter how poetic they sound
- Use active voice, e.g. XYZ Launches new website
- Paint a picture
- Write the headline last
- Use shocking but true data
- Make it newsworthy
Make it Newsworthy
Space is limited in print as time is limited in media. To get your story a place in the press, you need to convince the journalist about the value and newsworthiness of your story.
The first paragraph of your release, also known as the lead, should essentially cover the most important information about your press release, including the who, the what, the where, the when and the why.
For example, if the CEO of your company wins an award, then you need to talk about why the award is important by talking about the award itself, where and when it was conferred and what it means to the honoree.
Write In Clear, Simple Language
Avoid Echo Headlines
How Often Should You Send A Press Release Out?
Sending out press releases frequently is a great way to draw a journalist’s attention to you and your brand name. Based on this understanding, you might be contemplating sending a release once every week or 2-3 times a month.
But what is exactly the perfect frequency for sending a press release out without spamming the journalist?
You’ve probably at some point received a bunch of emails from someone or a brand trying to sell a product or service you are not interested in. How was the experience? Annoying, right?
That’s exactly how journalists feel when they’re bombarded with irrelevant, spammy or non-newsworthy content.
Rather than placing emphasis on the number of times, the focus should be on the relevance or newsworthiness of your story. That said, you should only send out a press release when you have news or something important to say.