Smart marketers know how to get the word out about their products and services with the use of press releases and press release distribution services. But crafting the best press release takes a bit of practice.
Keep reading to see a press release format to help you create awesome press releases every time.
There are seven sections in a press release. Use this format as a template to help you craft the perfect press release.
Before anything else, you need to have a copy of your company logo at the very top left. You might want to type out your company name, as well, for clarity. Immediately under your company logo, you need to write the words, “FOR IMMEDIATE RELEASE.”
This is where you grab your target’s attention. The header is your headline and it needs to be compelling. Don’t be afraid to spend a lot of time on this part. If the header isn’t good enough to get the reader to read it, the rest is a waste of ink.
The header needs to grab their attention while the subhead should support the header by offering some kind of benefit to the reader.
Your intro needs to tell a great, compelling story. You’ve got them hooked if you did your job in the header and subhead. Now you need to keep them reading.
Journalists practice the inverted pyramid style of writing. They put the most important information at the beginning of a story. So, when crafting your press release, you should answer the 5 W’s–who, what, where, when, why–in the intro paragraph.
Here is where you elaborate on the information you shared in the intro. Go into more depth on different aspects of the story. It’s a good idea to include some good quotes or testimonials.
Also, if you have any data or statistics, they’re great to add in the body copy. If your press release is going out to news outlets, journalists love it when you provide good social proof they can use when they write an article on your press release.
Finish out your press release with a call-to-action (CTA). Tell them something like “For more information,” or “Download my free report,” and then give them a link to your website. Your call-to-action can be anything–a free report, a phone consultation, a weekly newsletter, a free trial–the possibilities are endless.
Your press release should be around 500 words, broken up into four to five paragraphs. Once you’ve completed your press release copy, don’t forget to end it with “###” in the center under the last line of copy. This is to let the person receiving your press release that that is the end of the copy, ensuring they have the whole thing.
You want to give the reader as much information as possible. So, you want to include information about you and your company. Start the section with “About” and your company name afterward.
Write a few sentences telling a little more detail about your company and your mission. You can boilerplate this section if you’re going to be writing multiple press releases and it will save you tons of time.
Don’t forget to let people know how to contact you. If the news outlet decides to write an article or feature story, you definitely want to make it easy for them to find you. Use the title “Media Contact,” then insert your name.
Include your email, phone number, website, and even your social media links. Give them as many ways to contact you and find out more about you and your business as possible.
Now that you have the basic format down, you’ll want to make sure you’re writing the best press release you can. Here are a few tips:
Before you start writing you’ll want to figure out exactly what your purpose is. If you already know the subject of your press release (ie. an event, an announcement, a new venture, a new employee, a new location, etc.) Then you need to think about what you want your press release to do for you.
Do you want to be featured in the local news? Do you want to attract clients to your website? Do you want to generate new business? Do you want the blogger-sphere and influencers to notice you?
The possibilities are enormous, but you should define which objective you’re shooting for. Once you’ve nailed down your target audience, tailor your message specifically to them.
There was a time when press releases were distributed via fax. Today, most are distributed through the internet, which means keywords will help more people see your message.
Do some keyword searches related to the subject of your press release. Weave some of them throughout your press release, especially in the headline and opening of your copy. But be sure to make it flow naturally.
Keep your copy succinct. Don’t use phrases that sound like cliches or state the obvious. Use action verbs to keep your copy tight and strong. Use a copy checker like Grammarly or Hemingway to double-check your style and tone.
And don’t have typos. If you misspell words in your press release it makes you look sloppy and unprofessional. Grammarly is a great tool that you can install as an extension in Chrome.
Writing a great press release isn’t difficult, but it does take a little practice. Using a good press release format and a bit of practice, you’ll be able to improve your efficiency.
Write these as often as once a week for different events in your business to generate constant buzz. And it’s well worth the effort to learn to write solid press releases because you’ll have another great tool to boost your business.
If you want to easily distribute your press releases, we’ve got your back.