No matter what you write, the ending can be tough to draft. You are concluding your thoughts, so you want to make them impactful.
How to End a Press Release
Every press release you write should end with:
- A call-to-action – what you want people to do.
- A boilerplate description of your company.
- Direct contact information to your media contact, including a mobile number so journalists can contact you easily.
Writing Effective Press Releases
In today’s digital age, everyone is on information overload. When you see so many posts, videos, and news articles, your attention span shortens. Brief interactions with your audience are the only way to take in information when so much is competing for you to click on it.
Journalists are like the rest of us. They don’t have a lot of time to spend on each press release, so you need to grab their attention quickly.
A good press release must be strategic and concise. They should average 400 to 500 words. Four or five bite-sized paragraphs are a good length.
The overall flow should be:
- Headline
- Date
- Introduction
- Body
- Boilerplate
- Call to Action
- Media contact details
That’s it in a nutshell. However, you can add images, graphics, or video, too, if you wish to give it a little more flavor. Adding a visual element can pique a reader’s interest and offer enough of an idea of what you are saying so that you can keep your word count low.
The Way You End Matters
While a press release disseminates your organization’s news to the public, it’s also a way that you can create relationships with journalists. Keep in mind that the news media outlets are the gatekeepers of public attention.
When you draft press releases and send them strategically, you can form alliances with journalists. It’s a way to earn media attention for your brand and gain better visibility in the market.
Strategize Your Message
Press releases these days follow an upside-down pyramid structure if you will. In the conclusion, you will home in on “what” the point of the press release is.
When you end a press release, that’s where you can get creative. This is where you are using tactics to attract journalists and showcase why you apply to their audience.
You can do this by writing about the geography, or where it is in the world that your message is most relevant. It can be a city, region, country, etc.
The language you use when you draft your press release must be succinct. You must be at the point. You cannot waste the journalist and reader’s time on the unnecessary, flowery text.
You want to show your relevance by being a part of current issues and industry trends. If you are developing with the news, you have a better chance of being picked up than if you are more of a rogue distraction from current trends.
Elements of the Conclusion
There are a few elements that you must include to make a good ending to a press release. This includes a boilerplate, direct contact, website, social media links, and hashtags.
The boilerplate is a concluding paragraph. It informs the person reading about your business’s product or service. You want it to include your mission and how they can learn more about your company and brand.
Include the direct contact information for a representative of your organization who is accessible and will follow up on a reporter’s inquiry in a timely fashion.
Call to Action
When you end a press release, you must include a CTA or call to action. In your conclusion, what is it you want the reader to do?
Based on the goal of the press release, this will pave the road for what you want the reader to do. You can direct them to visit your website, watch a short informational video, download a white paper, sign up for your newsletter, contact you for a demo, etc.
You’ll want to tell the reader what to do and direct them to complete the action with a link.
Types of Calls to Action for Press Releases
An effective press release not only informs but also inspires action. The right call to action (CTA) can transform passive readers into active participants in your brand’s journey. Here are the most effective types of CTAs to consider for your next press release:
Media Contact CTAs
These direct journalists to your media contacts for further information or interview requests. They typically include a dedicated media contact name, email, and phone number, making it easy for reporters to follow up.
Website Visit CTAs
Guide readers to specific landing pages where they can learn more about your announcement. This might be a product page, event registration form, or dedicated microsite for your news.
Social Media Engagement CTAs
Encourage readers to join conversations about your announcement on social platforms. These often include branded hashtags, social media handles, or direct links to relevant social posts.
Information Request CTAs
Invite interested parties to request additional information, such as detailed specifications, white papers, or case studies related to your announcement.
Event Registration CTAs
If your press release announces an upcoming event, include clear directions for registration, whether it’s a product launch, webinar, or conference.
Product/Service Trial CTAs
For product or service announcements, offer free trials, demonstrations, or consultations to give potential customers a hands-on experience.
Newsletter Subscription CTAs
Convert one-time readers into ongoing audience members by inviting them to subscribe to your company’s newsletter for future updates.
Video/Visual Content CTAs
Direct readers to supplementary video content, image galleries, or infographics that enhance understanding of your announcement.
When crafting your press release CTAs, remember that clarity, relevance, and value proposition are key. The most effective CTAs clearly communicate what action you want readers to take and why it benefits them to do so.
The Boilerplate in Your Press Release
The boilerplate is a standardized paragraph that appears at the end of every press release, serving as your organization’s consistent “about us” statement. This concise section provides essential background information about your company, establishing credibility and context for your announcement.
An effective boilerplate typically includes your organization’s founding date, mission statement, primary products or services, key differentiators, notable achievements, and market position. This paragraph should remain relatively consistent across all press releases, requiring only occasional updates to reflect significant organizational changes or milestones.
The boilerplate acts as a snapshot of your organization’s identity, allowing journalists and readers unfamiliar with your company to quickly understand who you are without requiring additional research. While brief (usually 100 words or less), this section should convey your unique value proposition and establish why your organization is a credible source for the announcement.
Get more information on how to write an effective boilerplate for your business here.
Contact Information in Press Releases
The contact information section provides clear channels for media follow-up and is an essential component of any press release. Typically positioned at the very end of the document (after the boilerplate), this section enables journalists to easily reach your organization for additional information, clarification, or interview requests.
A complete contact section should include:
- The full name of your media contact person
- Their professional title within the organization
- Direct phone number (ideally one that’s monitored consistently)
- Email address (preferably a dedicated media or PR email)
- Company website
- Relevant social media handles
For major announcements, consider including multiple contact options, such as both primary and secondary media contacts, or specialized contacts for different aspects of the announcement. Ensure all contact information is current and that designated contacts are prepared to respond promptly to inquiries.
Remember that accessibility and responsiveness are crucial—the most compelling press release loses value if journalists cannot easily connect with your team for follow-up information.
End Your Press Release with a ###
Now that you’ve concluded your press release appropriately, it’s important to tell people you’re really done.
Traditionally, the way to do that is to double space down, then type in three pound sizes like this ###.
They should be horizontally centered on the page.
There you go, you’ve ended your press release the right way! Congratulations!
Now that you’ve ended your press release appropriately, the last step is to distribute it to the right people who really want to cover your news. eReleases is your solution!
Send Your Next Press Release with eReleases.com
If you are looking to send your next press release and make a great impact with journalists and the media, check out our press release services. We can guide you on how to end a press release and more. Click here for press release examples and samples to help you be more successful.