Approximately 74% of journalists voted press releases as their preferred content from PR professionals. They were above:
- Research reports
- Exclusive stories
- Event access
- Interviews
These important documents aren’t only for journalists. The reasons for writing press releases extend beyond gaining media attention. They also improve brand awareness and SEO.
They can cover any major event, from a merger to a new product. They’re also easy to get wrong.
Read on to learn how to write a great press release.
Important Press Release Elements
All press releases contain key components. It’s how they’re used that sets one press release apart from another.
Headline
The average human attention span has shrunk to 8 seconds. That’s why a headline needs to grab them from the beginning.
It should be concise and grab the reader’s attention. It should also show why the press release is newsworthy.
Lead Paragraph
Once you’ve hooked the reader with the headline, keep them on the line with the first paragraph. It should answer the five W’s of any press release:
- Who
- What
- When
- Where
- Why
- How
Put yourself in your audience’s place. Who are they? What is the information being provided? Why do they need to know it? When and where is it happening?
Dateline
The dateline goes at the start of the body. It lists the location and the date of the press release.
Body
The body contains the bulk of the information. It’s the meat of the press release.
This is also where you’d find any quotes or facts. You may also find visual elements placed here. They’re all used to support the information provided
Boilerplate
The boilerplate goes at the end of the press release. It gives a brief summary of the company.
You could include a description of the products you sell or the service you provide.
Contact Information
A press release can’t do its job if it doesn’t provide readers with information on how to contact the company.
The contact information section should include the business’s:
- Name
- Phone number
- Email address
How to Write a Great Press Release
Writing is a unique paradox. Almost anyone can do it, but few can do it well.
Learning how to write a great press release involves a few key principles. Be concise. Grab the reader’s attention from the beginning to the end. Proofread multiple times to catch any mistakes.
Write a Great Headline and Lead Paragraph
Writing engaging press releases begins with crafting compelling headlines. Think of it as the title of a film or the headline of a newspaper article.
The lead paragraph should be no more than 60-80 characters. It should be concise yet give a clear overview of what the press release is about.
Keep It Short and Simple
A study by the Washington Post and Upworthy supported what most already assumed. Online readers prefer simpler content.
Effective press release writing conveys all the necessary information to the reader without using more words than necessary. Limit your press release to no more than one page. When deciding how many words it should be, shoot for 400-600.
Research shows that internet users prefer clear and concise language. Avoid using industry jargon and terms that are only understood by those in your business’s niche.
Focus on Facts
Avoid any hyperbolic language, such as saying “our company is the best at what we do.”
Try to avoid salesy terms and language that might put off your audience. Focus on provable facts to convince them.
Include Quotes with Care
Quotes from company members or relevant figures in your industry can lend credibility to your claims. They also remind readers that the information you release is coming from an actual human, making it more personal and relatable.
Avoid adding too many quotes to avoid distracting from the facts. Steer clear of those that don’t support your cause.
Format Correctly
The headline should be bolded, centered, and larger than the rest. Bold the dateline.
Left-align the body. Choose a 12-point size of a standard font such as:
- Times New Roman
- Arial
Try using an inverted pyramid style when delivering information. Start with the most important point that you need to deliver, then elaborate on it. Continue to deliver less important but necessary information from there.
Use Hyperlinks and Visual Aids
Hyperlinks can make it easier to find information on your website. It’s especially important if you’re trying to use the press release to improve your SEO.
Visual aids also make your content more engaging, as long as they’re relevant and of high quality. Options include:
- Images
- Infographics
- Videos
Include Contact Information
The goal of a press release is to distribute it to as many people as possible. That’s why you should include as many different types of contact information as possible.
Respond to all inquiries as soon as possible. You never know which one will be the one that gets your release out there.
Proofread, Then Proofread Again
It’s been said that writing is editing, and that’s true of press releases. Going through a thorough proofreading process is one of the best press release tips.
Check that the language is clear and concise. Correct any spelling or grammar issues.
Two heads are better than one, so consider putting it before another pair of eyes before distributing it. They can help identify errors that the original writer may have missed.
How to Use Press Release Examples
Those who don’t learn from history are doomed to repeat it, so look at other press releases before you craft yours.
Look at press release examples within your niche. There’s a lot to learn from how well they performed. Look at what they did right or wrong. Even the ones that performed terribly can warn you of mistakes to avoid.
Where to Get Help Writing and Distributing Press Releases
Knowing how to write a great press release lets the world know about any major advances in your company. Craft each component with care. Proofread it carefully before sending it out. Get inspiration from examples in your industry.
If you’re unsure where to begin, look to eReleases, the distribution partner of Cision PR Newswire. That gives us access to over 1.7 million media contacts.
Our press release writing and releasing services are reliable and effective. Contact us to expand your business’s presence today.