Whether you’re announcing a new product or sharing news about an upcoming partnership, a press release is a great way to get your news out. Writing a newsworthy and concise release is the best way to effectively send a press release.
According to The Measurement Standard, thousands of press releases get distributed daily. Understanding and following etiquette when sending press releases will ensure your news doesn’t get lost in the deluge. Increase your chances of positive media coverage by following these best practices.
Let’s dive into some of our top press release tips. We’ll cover things such as who to target with your news, what facts to include, and the best timing for press release distribution.
Understanding Press Release Fundamentals
Writing a press release isn’t the time to get stuck in long-form content. Save that type of information for your blog posts.
In today’s digital age, consumers and media members consume bite-sized pieces of content to get their information. Effective press releases get their point across quickly and support that news with a few key facts.
Some of the occasions that may warrant a press release distribution include:
- Acquisitions and mergers
- New product launches
- Events
- Product updates
- Grand openings
- Executive hirings or promotions
- New partnerships
- Awards
Elements of a Press Release
While the topic of a press release can be broad, the overall structure should be fairly uniform. Journalists know what to expect when opening a press release when it hits their inbox. You don’t want to throw anything different at them that may deter them from sharing your news.
The main elements of a press release include:
- Headline
- Optional subheadline
- Date and location
- Lead sentence that states your news
- Paragraph that includes who, what, where, when, and how
- Link to any media, like images and/or videos
- Quote
- Company boilerplate
Your press release shouldn’t be more than 300 to 500 words. Paragraphs should be around two to three sentences in length. Short paragraphs improve readability, especially if someone is reading your news on a mobile device.
Before Sending: Writing and Formatting Etiquette
As we’ve talked about, you want to write a press release that’s concise and factual. One main media outreach etiquette item to keep in mind, beyond the elements we mentioned above, is following the Associated Press or AP style.
Journalists religiously follow AP style in their articles, and your press release should stick to the same guidelines. A few style points to keep in mind when writing your release include:
- Writing in the third person
- Spelling out numbers one through nine
- Using a specific date format
- Following standard capitalization rules
You should also use fonts that are easy to read, like Arial or Times New Roman. Stick to a 10 or 12-point font size throughout.
Make sure you include “###” at the end of your release before your company’s boilerplate. This signifies to the journalist that the news portion of your release is over.
Frequently Asked Questions
You often only get one opportunity to share your company’s news. Let’s talk about some of the most commonly asked questions about sending press releases.
What Are the Golden Rules of Press Releases?
There are a few golden rules to keep in mind to improve your press release success. Common ones include:
- Succinct paragraphs
- 300 to 500 words in total
- Correct spelling and grammar
- No cliches, fluffy words, or puns
One of the main goals of sending your press release is to put your story into context and get your point across in the beginning. You can achieve this by following the ultimate golden rules:
- Who
- What
- Where
- Why
- When
How Do I Distribute My Press Release?
Businesses can share their press release in a few different ways. The most common avenues include:
- Send to your target media directly via email
- Post on your website and social media pages
- Use a press release distribution service
Many companies use a combination of all three methods when sharing their news. Using a reputable press release distribution service is a great way to supplement sending your release over the wire. It’s also a way for you to connect directly with journalists who would be interested in sharing your news.
What’s the Best Time to Send a Press Release?
You shouldn’t pick any random day or time to issue a press release. The best days to issue a release include:
- Tuesday
- Wednesday
- Thursday
It’s recommended to send your release between 10 AM and 11 AM for your target audience. You may be issuing your press release to media members in different time zones. Sticking to EST when sending your release puts you in the afternoon for European media and early in the morning for PST.
A few days that you should avoid sending your release include:
- Monday
- Friday
- Holidays
These days are often slow or busy times for the media. You also don’t want to compete with other companies that may be sharing big news during the holidays.
What Are Common Mistakes When Sending Press Releases?
The last thing you want to do is overshare with your target media audience. You want them to feel compelled to read your press release and not automatically delete it.
While you may think something that you have brewing with your business is exciting, it may not be newsworthy enough to warrant a press release. Sharing a social media post with some cool graphics or a video may be a better way to share your news.
Other mistakes include:
- Not proofreading your release and catching errors
- Ignoring journalists’ preferences
- Not including all necessary information
Get Help With Sending Press Releases From eReleases
Learning the best etiquette for sending press releases will help your news land in the inboxes of journalists who are interested in sharing your news. From crafting a well-written press release to knowing when and who to send it to, you’ll see more success with your business’s announcements.
The PR experts at eReleases are here to help you get your business’s news out there. We’ll help you with every aspect of the process, from writing your press release to sending it to our carefully curated list of media. Contact us to learn more about our press release services.