A press release is a great way to get your name in front of journalists and bloggers who cover your industry. It’s also a great way to promote yourself as an expert in your field. But most people just send out a generic press release with no thought put into it.
Writing a press release is not difficult, but it does require practice and experience. All you need to do is write down your story in a compelling manner and make sure it gets read. In this article, I’ll share with you how to write an effective press release. And once you learn these techniques, you’ll never again send out a boring press release.
Press releases are an essential part of marketing. They help businesses gain exposure and establish themselves as experts in their field.
But what exactly should a press release include? How long should it be? What information should go in it?
In this article, I’ll show you the best practices for writing a successful press release.
Table of Contents
What Is A Press Release?
A press release is a type of article that tells people about a new product launch, company milestone, or other newsworthy events.
It’s usually written in the third person and includes details such as the date, time, place, and name of the speaker.
Why Should You Write A Press Release?
Writing a press release gives you a chance to tell your story directly to journalists.
You can highlight all the things your business does that set you apart from competitors.
You can talk about your products and services. And you can give readers more reasons to buy from you.
Writing a press release helps you build credibility.
When you send out a press release, you’re telling reporters that you have something important to say.
And if you don’t follow through on your promise, they won’t trust you again.
So, why would someone pay attention to a press release?
There are two main reasons.
First, there are lots of different publications that publish press releases.
These include local newspapers, trade magazines, online media outlets, and blogs.
Second, some companies even hire PR firms to create press releases for them.
While these are good ways to get noticed by journalists, they aren’t always necessary.
For example, if you want to promote your own blog posts, you can just share them on social media.
Or, if you want to announce a new product, you can simply tweet about it.
In either case, a press release isn’t needed.
But if you want to reach a wider audience than your followers, then a press release is a good way to get started.
Press Releases Can Help Your Business Grow
Press releases can help your business grow. They provide free publicity for your company. And they give you the opportunity to promote yourself and your products or services.
A good press release can lead to new customers, increased sales, and even new jobs. But before you write a press release, you must decide what type of press release you want to create.
Types Of Press Releases
There are several different kinds of press releases. Here are three types of press releases that you might want to consider:
- News releases – these are written to announce something new happening with your company. Examples include: “New Product Launched”, “Company Acquires Company” or “Company Announces Partnership”.
- Feature stories – these are written to highlight something special about your company. Examples include “Best Place To Work”, “Top 10 Most Innovative Companies” or “Best Places To Raise Kids”.
- Event announcements – these are written to let others know about an upcoming event at your company. Examples include, “Annual Meeting”, “Celebrity Appearances” or “Free Workshop”.
How Long Should A Press Release Be?
The length of a press release depends on what you want to accomplish.
You can make a short one-page version that highlights key points. Or, you can write a full-length multi-page document that goes into detail.
Here are some examples:
The one-page press release only lists the basic facts. It doesn’t provide any additional context.
The multi-Page Version version provides more information. It includes background information, statistics, testimonials, and links to related articles.
Which Format Should You Use?
Your choice will depend on how much space you have available and whether you need to include images.
A single-page press release is easier to read. But it may not look very professional.
On the other hand, a multi-page press release looks more polished.
However, it takes longer to write and requires more editing.
If you choose to use a multi-page format, here are some tips for making it easy to edit:
Use bullet points instead of paragraphs. This makes it easier to add content later.
Keep each section separate. If you start adding content to one section before finishing another, you might end up with duplicate sections.
Add a table of contents at the beginning. Then, when you finish writing, you can easily jump back to where you left off.
Finally, make sure to proofread everything before sending it out.
How Can You Make Your Press Release Stand Out From The Crowd?
To stand out in the crowded world of press releases, you need to focus on three things.
- Write an interesting headline
- Include relevant keywords
- Add compelling visuals
Let’s take a closer look at each of these.
1. What Is An Interesting Headline?
An effective headline should be both informative and catchy.
It should tell people what they’ll learn after reading the rest of the article.
And it should also grab their attention.
To do this, you can use words like “new,” “exclusive,” or “free.”
Another option is to highlight a benefit that your company offers.
For example, you could say that your company has the fastest delivery times.
This shows potential customers why they should buy from you.
2. How Can You Get More Keywords In Your Press Release?
Keywords are important because they help search engines find your press release.
They also help readers understand what your story is all about.
So, you want to include as many relevant keywords as possible.
Some ideas include:
- Using synonyms for popular terms (e.g., “faster” instead of “fastest”)
- Adding variations of common phrases (e.g., “free trial” instead of “trial”)
- Including misspellings (e.g., ‘free’ instead of ‘fre’)
- Placing your keyword phrase near the beginning of the sentence
- Combining multiple keywords together (e.g., using two different keywords in the same sentence)
- Choosing longtail keywords over broad ones
- Making sure your keyword list isn’t too large
The last thing you want to do is create a press release that’s so stuffed with keywords that it becomes hard to read.
Instead, try to keep your keyword count under 10 per paragraph.
3. How Can You Create Compelling Visuals?
Visuals are powerful tools. They can help you convey complex messages in a way that text alone cannot.
In fact, research suggests that visual stories get better click rates than text-only versions.
That means your press release will be more likely to rank higher in Google searches.
Here are a few ways to incorporate images into your press release:
- Use infographics
- Incorporate video clips
- Add screenshots
- Add photos
Remember that if you’re going to use any of these techniques, you’ll have to provide captions for them.
That’s because most search engines don’t automatically recognize images.
So, you’ll need to either upload the image files yourself or hire someone else to do it for you.
Once you’ve done that, you can then add the images to your press release.
You can even link to the original source of the photo.
How Should I Format My Press Release?
There are several options available for formatting your press release.
The first one is to simply write your content in Microsoft Word.
If you choose this method, make sure you format your document properly.
Put all your paragraphs on separate pages.
Make sure there are no blank lines between paragraphs.
Also, ensure that all your sentences end with periods.
Finally, always proofread your work before submitting it to a publication.
Another option is to use HTML.
With this approach, you can easily insert graphics into your press release.
However, you’ll still need to know how to code HTML.
If you don’t know much about coding, you might consider hiring someone who does.
A third option is to use a template.
These templates usually come prepackaged with features like headers and footers.
This makes it easier to layout your press release.
But, you should note that not all publishers accept templates.
And some may require you to pay extra fees for their services.
Most Important Things To Include In Writing A Good Press Release
There are many different types of press releases. Some are very short and some can be quite long. The length of the release will depend on what your company is doing. Writing a good press release requires a lot of planning. It’s easy to lose track of time when writing something as long as a typical press release.
But there are certain things that you should always include in any press release.
Method To Publish Press Release
The first thing to consider when writing a press release is how it will get published. There are two main ways that a press release gets sent out: by email or through an online news service. If you use an online news service such as PR Newswire, then they usually have their own guidelines for what information needs to be included in the release. However, if you send the release directly from your computer using Microsoft Word, then you need to make sure that you follow the rules set forth by the publisher.
Focus On Essential Information While Sending Press Release
When sending the press release, it is important to remember that the subject line is extremely important. Make sure that you include the name of the person who wrote the release, the title of the article, and the date of publication. Also, make sure that you include the URL of the website where the story was found. Finally, you should also include a brief description of the story.
Include Links Of Resources
Include links to other websites, articles, and videos related to the topic of the press release. These are great resources for people who want more information about the product or service being promoted. You can also include a picture of the product or service being discussed.
Include Comprehensive Headline
When writing a press release, the most important part is the headline. This is the one sentence that summarizes the entire piece. So, make sure that this is clear and concise.
Mention Owner’s Information
Include the name of the person or organization that created the product or service, the purpose of the release, and the benefits of the product or service.
You should also include the contact information for the person or organization that made the product or service. This includes the phone number and address.
Include The Purpose
Finally, you should include a statement that explains why the reader should care about the product or service. Why would someone read this article?
Other things you should think about before starting:
- What Is The Purpose Of This Press Release?
- Who Will Be Reading It?
- How Long Do I Want It To Take?
- What Does My Audience Expect From Me?
- What Am I Trying To Accomplish With This Press Release?
- Where Do I Want To Send It?
- How Much Money Do I Have In Mind?
How to Write a Press Release That Gets Noticed
Now that you’ve got the basics down, it’s time to learn how to write a press release that really stands out. Follow these tips and you’ll be able to craft a press release that grabs attention.
Write About What People Want To Know
One way to stand out in a crowded marketplace is to talk about things that people actually want to know. When writing a press release, think about what people will want to know when they search online for your company. Do they want to know about the latest news? Or do they want to find out more about your company?
For example, if you sell lawn mowers, don’t write a press release about a new model. Instead, focus on the features of the mower that makes it so unique. If you have a new website design, tell readers what makes it better than the competition.
Be Specific With Your Headline
The headline is what gets noticed first. Make sure that it’s specific enough to get people interested. Don’t say “We just launched a new product.” Instead, try saying, “Our new product helps people save money by making their homes more energy-efficient.”
Make Sure You Include Keywords In Your Headline
When you write your headline, make sure you use keywords that match the words used in your press release. For example, if you write about a new product launch, you could add the word “launch” as part of your headline.
Include Contact Information In Your Press Release
The last thing you want to happen is for people to click away from your press release because there isn’t any contact information. So make sure that you include your email address and phone number.
Don’t Be Afraid Of Bold Statements
Bold statements grab attention. Use bolded text and italics to emphasize important points. Also, avoid using too many exclamation marks. They can come across as annoying.
Use Short And Simple Sentences
Short sentences are easier to read. Avoid long paragraphs and complex sentence structures. Keep your sentences short and simple.
Avoid Using Too Many Words
You should always strive to keep your press release under 300 words. This means that you shouldn’t repeat yourself within a single paragraph. It also means that you shouldn’t use too many adjectives.
Keep It Professional
A professional press release looks good and sounds great. But if you write like a teenager, no one will take you seriously. Use proper grammar, punctuation, and spelling.
Conclusion
The best way to write a good press release is to start with the end in mind. What do you want your reader to think about after reading your press release? If you don’t already have a clear idea of what you want them to think about, then you should spend some time thinking about why you’re writing the release in the first place.
Your goal is to create a compelling story that will make your audience sit up and take notice. This may mean providing more details than you normally would, but it also means making sure that every word you include has a purpose.
There are many ways to promote your business, but none are quite as effective as a well-written press release.
