I. Introduction
As a business owner or marketer, you may need to issue a press release now and then. A press release is a written communication that informs the media and the public about news, events, and other relevant information related to your business. Press releases can be a powerful tool for getting media coverage and promoting your company.
In this article, we’ll provide you with a step-by-step guide on how to craft a press release that gets attention, answers to frequently asked questions, common mistakes to avoid, and tailored advice on crafting press releases for different industries.
II. Writing a Press Release: Step-by-Step Guide
A good press release has several essential elements: headline, subheadline, body, boilerplate, and contact information.
Headline: The headline is the first thing that catches the reader’s attention. It should be short, catchy, and to the point. An effective headline briefly summarizes the main point of your press release.
Subheadline: If your headline is attention-grabbing, the subheadline provides more details about your story. Keep it brief and focus on selling your story angle.
Body: The body of the press release should expand on the headline and provide more information about the story. Keep it concise, and use simple language that’s easy to understand. Remember to stick to the facts and avoid fluff or marketing speak.
Boilerplate: The boilerplate is a brief description of your company at the end of the press release. It should be three to four sentences highlighting your business’ unique selling proposition, mission statement, or key facts.
Contact information: Add the contact information of the person who can answer any questions about the press release, preferably someone from your marketing or PR team. Include their name, email address, phone number and company website.
Now that you know the key elements of a press release, let’s discuss their purpose and importance.
When crafting a press release, it’s crucial to remember that journalists receive hundreds of press releases daily. So, your story needs to stand out to capture their attention. One way to do this is by making the story angle as newsworthy as possible. A newsworthy angle should be timely, relevant, and interesting.
For example, if you’re launching a new product, emphasize what makes it unique, how it answers a specific customer need, and why it’s different from the competition. Additionally, using data and other statistics to support your story can help back up your messaging with credibility and demonstrate why your story is newsworthy and important.
Here are more tips on how to write an effective press release:
- Limit your press release to one page or less
- Stick to the facts and avoid hype or marketing speak
- Keep your language simple and easy to understand
- Use an active voice and present tense whenever possible
- Avoid jargon or technical terms
- Include quotes from relevant people or sources, such as your CEO or a customer
- Use bullet points to break up long paragraphs or make key information stand out
- Use a strong headline that sums up your news
- Provide multimedia assets like photos, videos or infographics that tell the story visually
Remember that journalists and influencers receive many press releases, so make it easy for them to find what they need. Include your contact details and website URL. Use a clear, concise style that’s engaging and readable. Your goal is to make your story stand out so that journalists will feature it in their news outlet.
III. Q&A About Press Releases
Here are the answers to some common questions about writing a press release:
1. When should I issue a press release?
You should issue a press release when you have a newsworthy story, such as launching a new product, releasing a research study, winning an award, or hosting an event that’s relevant to your industry or market. Additionally, if you need to inform the public of important changes in your business, such as a company rebrand or changes in your leadership team, a press release can be an effective way to share your news.
2. How do I choose the right news angle for my press release?
Your news angle should be timely, relevant, and interesting to your target audience. Focus on how your story makes a difference and why it matters to your customers or the broader community. Think about what makes your story unique or different from other similar stories in your industry or market.
3. How long should my press release be?
Your press release should be one page or less. Keep it simple, concise, and focused on delivering essential information. Avoid adding unnecessary fluff or marketing terminology that can distract from your news angle.
IV. Grabbing Attention with Your Press Release
To grab the media’s attention with your press release, you need to choose a newsworthy topic and write a compelling headline. Here are some tips:
Choose a newsworthy topic:
- Focus on something that’s timely or of interest to a specific audience.
- Choose stories that give context and meaning to current events, industry trends or breaking news.
- Highlight unique angles or perspectives that haven’t been covered before.
- Write about data, research or surveys that gives context and meaning to your story.
Write a compelling headline:
- Make it specific and concise.
- Answer the who, what, when, where, and why of your news angle.
- Use strong, action-oriented verbs.
Use persuasive quotes and statistics:
- Include quotes from experts, customers, or other relevant people.
- Use data points or statistics to support your news angle.
Here are some real-life examples of businesses that have successfully grabbed the media’s attention with their press releases:
- The online rental service Airbnb made headlines when it offered a contest where customers could win a night in the famous glass house of the Louvre Museum in Paris, a first for the iconic gallery. This story was attention-grabbing because it celebrated the importance of art and the unique perspective that Airbnb brought to that conversation.
- The fast-food chain McDonald’s gained media coverage by partnering with the wildly popular music artist Travis Scott and launching a limited-edition meal in his name. This story was newsworthy because it demonstrates how collaborations between interesting, influential people and brands can create buzz and increase market share in a competitive industry.
- The electric-car maker Tesla made headlines by exceeding market expectations and shipping more cars than analysts expected, despite the challenges of the COVID-19 pandemic. This story focused on the innovative company’s resilient approach and ability to remain strong in challenging circumstances.
V. Common Mistakes to Avoid
Here are some common mistakes to avoid when writing a press release:
- Not targeting the right audience.
- Using jargon or technical language that’s hard to understand.
- Focusing too much on the brand instead of the news angle.
- Playing it safe and avoiding unique angles.
- Writing long-winded press releases that lose the reader’s attention.
- Not including quotes from relevant sources or figures.
- Making fact errors or spelling mistakes.
- Using too many buzzwords or superlatives.
How do you avoid these common mistakes? First, always keep your target audience in mind when writing your press release. Be clear and concise, and check for fact errors or spelling mistakes before sending it out. Additionally, try to write from a unique angle that will capture the reader’s attention. Finally, focus on news angles and avoid fluffy promotional language that’s more brand-focused than oriented towards the news you’re sharing.
VI. Crafting Press Releases for Different Industries or Businesses
Here are some tailored tips on how to craft press releases for different industries or businesses:
Tech Startups:
Focus on any new technology that you are developing. Highlight its unique selling points and how it will benefit potential users. Also, remember to provide any impressive figures, such as downloads or users, and focus on how it has changed the industry
Non-profit Organizations:
Besides informing the public about newsworthy events, press releases for non-profit organizations should include fundraising information. Explain how funds will be used to help people or support charitable causes, and showcase the positive effects of your organization. Ensure that your press release includes information on how to donate and support the cause being promoted.
Healthcare Industry:
When writing press releases related to healthcare it is relevant to highlight the benefits that patients or consumers will get. Focus on the impacts of your product or service on public health, and provide data to assist your claims. If you have a new product, mention how it will transform the industry or the method of treatment.
VII. Conclusion
Issuing a press release can be a powerful way of getting your news out to the media and promoting your business. Writing a press release is not rocket science, but it does require attention to detail and adherence to essential elements that capture the reader’s attention.
Remember to keep your target audience in mind and focus on newsworthy topics that will resonate with journalists and influencers. Use a clear, concise writing style, and proofread your press release before sending it out. Finally, make sure you include images and multimedia assets to support your story and increase your chance of being featured.
With these tips and advice, you should be able to craft a compelling and effective press release that gets the attention it deserves. Remember to highlight the unique angles and benefits your business brings to your industry or market and find ways to make your story stand out.