How to Write a Press Release

Crafting effective press releases can significantly elevate your brand’s visibility and get your message to the right audience. But, let’s be real, how to write a press release that truly stands out is a skill that needs honing. This isn’t about sending out generic announcements and hoping for the best.

Instead, we need to craft a news release that grabs attention and, more importantly, motivates journalists to pick it up and amplify it. That’s where a deep understanding of the elements of a compelling press release comes in. Plus, we’ll explore how SearchEye helps connect brands with the perfect publishers to make those announcements resonate far and wide. So, how do we make sure your press release doesn’t get lost in the flood of information?

Table of Contents:

• Dissecting a Successful Press Release
  • The Importance of Structure
  • The Essential Components of a Press Release
• How to Write a Press Release: It’s About Perspective
  • The Journalist’s Lens
  • Beyond the Journalist
• Amplifying Your Announcements: Enter SearchEye
• Avoiding Pitfalls
  • The Sin of Boredom
  • The Buried Lead
  • Quote Wisely
• FAQs About How to Write a Press Release
  • FAQ 1: What are the 7 steps to a press release?
  • FAQ 2: What is the format for a press release?
  • FAQ 3: How to write a press release for beginners?
  • FAQ 4: What are five rules when writing a press release?
• Conclusion

Dissecting a Successful Press Release

Before we get to the actual “how-to” part, it’s important to understand why the press release is still such a valuable tool. Because with so many channels available now, you might wonder why this old-school method still matters. A recent study by PR management software brand Prezly found that even labeling an email as a press release saw a 2% higher open rate.

Clearly, it still holds weight. This format is also a great tool for activists needing to present information in support of, for instance, a newsworthy angle like a bottle bill.

The Importance of Structure

One reason a press release format is so effective boils down to the structure. Even seasoned journalists appreciate it. They’re used to scanning press releases quickly, pulling out key information, and this familiarity works in your favor.

The Essential Components of a Press Release

There’s a kind of blueprint for crafting an effective press release, ensuring all the vital information is included and presented clearly. We call this a “standard” press release, not to limit your creativity but to establish a reliable format. Because in this context, “standard” doesn’t mean boring – it means clarity, credibility, and effectiveness.

Think of it like this: just as a chef follows a recipe but adds their own twist, you can leverage this structure while still infusing it with your brand’s voice and good press. This is just to provide you with a foundational format for how to write a press release that will effectively communicate your news:

1. Headline: This is your first and possibly only chance to capture a reader’s attention. Make it count by succinctly conveying the core message of your news. Just as “Women’s Running Features Transgender Runner on July Body Issue Cover” got straight to the point, think impact and clarity.
2. Dateline: While it may seem small, the dateline anchors your press release. Providing vital context by specifying where the news originated and when it’s being released. It’s a subtle but essential aspect of professional presentation.
3. Lead/Subheader: Here’s where you expand a bit on your headline, adding more context but still keeping it snappy. Instead of forcing them to hunt for the information, clearly convey who, what, when, where, and why upfront.
4. Body: Now you can delve into the specifics. Think of the story angle, and make sure every sentence reinforces why your news is noteworthy. Use strong quotes from key players to amplify credibility. For example, incorporating a release quote from the company’s CEO, especially during significant events, could add gravitas. Remember, avoid fluff – everything here needs to push the narrative forward.
5. Boilerplate: Think of this as a quick and engaging “About Us” section for those unfamiliar with your organization. Keep it concise, mention key achievements and focus, and provide your website URL.
6. Media Contact: Finally, ensure it’s crystal clear who journalists can reach for further information or follow-up interviews. Again, aim for clear, actionable instructions.

How to Write a Press Release: It’s About Perspective

The structure we talked about? That’s essential. But even the most impeccably formatted press release will flop if it misses one critical thing: a compelling angle. So how do we find that magic ingredient? This is where perspective becomes key. Let’s explore how to make a great press release, using a couple of points of view to illuminate its power.

The Journalist’s Lens

Think about this: journalists get bombarded with hundreds of pitches daily. Studies have shown that only 3% of these pitches are successful. Imagine being them, sorting through an inbox bursting with requests. It highlights why standing out is paramount.

What will make them pause, intrigued, ready to learn more? To break through the noise, step into their shoes and consider: “How does this news directly affect my readers?” Frame your news in terms of its impact on their audience. What problems does it solve, what needs does it meet, or how does it shift the conversation within your industry?

Here’s an analogy: if you’re announcing a new line of organic pet food, it’s not enough to simply list its features. A journalist writing for a pet care magazine will be more interested in knowing that it addresses a growing concern among pet owners regarding chemical additives in commercially available pet food. The journalist isn’t writing for you – they’re writing for their readers. Your angle should bridge the gap, illustrating how your news delivers real value to them.

Beyond the Journalist

However, the story doesn’t end with journalists. Your press release lives online, reaching stakeholders, potential investors, and, crucially, your target audience. Here’s another example that underscores this idea.

Bank of America announced a partnership between Merrill and IMG Academy with a video message from Gregory McGauley, Head of Merrill. You can also make your release more engaging and informative by adding images or videos to supplement the text. When crafting your message, consider this wider audience and what will resonate with them. Think of the lasting impact of how to write a good press release.

Amplifying Your Announcements: Enter SearchEye

This is where SearchEye takes center stage. SearchEye excels at pinpointing those publications perfectly aligned with your brand and message. Connecting you with relevant media outlets means crafting targeted messages that speak their language. Think about it – when pitching a specialized tech journal, the tone and content will naturally differ from pitching a general-interest business magazine.

And guess what? Targeting your distribution through platforms like SearchEye means your press release isn’t just broadcasted into the void. The publications are actually interested in what you’ve got to say. This results in increased engagement and amplifies your chances of garnering quality coverage. You’re effectively streamlining the media outreach process.

It’s worth noting that for 42% of businesses, getting their news in front of the right journalist is a challenge, as studies like this one have found. SearchEye tackles this obstacle head-on by removing the guesswork. Connecting with media contacts that are actively seeking your kind of content? Now, that’s a strategy that stands out.

Avoiding Pitfalls

You’re equipped with the structure, and you’re understanding how to write a good press release from various perspectives. But here’s the deal: there are some common traps we want to steer clear of. These are subtle nuances, things people often miss even when the overall message seems sound.

The Sin of Boredom

What often turns off journalists (and everyone else for that matter) is that a “story” actually isn’t a story at all. Sometimes people get carried away by an internal achievement or development. They forget to ask: would anyone outside our company care? This ties directly to finding your compelling angle. Does it solve a wider problem, spark interest, offer a fresh take, or change the conversation?

Instead of making bland claims, consider this:

“So often business leaders and PR pros get ‘release happy’ and mistakenly believe that if they’re not sending releases at a regular cadence, their media outreach is going stagnant. This simply isn’t the case.” – Robyn Ware, Principal, Robyn Ware PR

As Robyn astutely highlights, bombarding the media with uninteresting or inconsequential announcements might achieve the opposite effect of the desired outcome, potentially leading to media fatigue and ignoring future releases. If it doesn’t grab their interest within seconds, you’ve already lost the game.

The Buried Lead

Let’s face it: everyone’s attention span is shorter these days. Journalists, more so. This isn’t the place for mysteries. Your message needs to be understood, compelling, and delivered fast. Imagine receiving a press release that beats around the bush for paragraphs, delaying the point, adding unneeded fluff. Avoid this at all costs.

Journalists, like everyone, are more likely to drop the release in a blink. Think about this: If you need more than two or three concise paragraphs to establish the value proposition, it might need a little tightening.

Quote Wisely

Don’t forget, your press release may contain quotes from representatives within your company to help journalists paint a more colorful story with faces. This doesn’t mean finding the fanciest words and shoving them into their mouths. Authenticity matters – and it’s something a discerning reader, journalist or not, will be able to spot immediately.

Make sure their voices sound genuine. Does it feel like someone real would actually say that, or does it sound like they swallowed a dictionary and are struggling to regurgitate words? Remember, authentic human voices build trust.

Conclusion

Mastering how to write a press release that captures attention, compels action, and drives meaningful results boils down to this: crafting a story worth telling, told from the right perspective. Avoid fluff, understand the mechanics, and make sure every element – headline, lead, body, and quotes – pulls the reader in. By integrating these strategies with SearchEye, you ensure your announcement gets delivered directly into the hands of those who matter. Ultimately, it empowers your message to stand out and, maybe more importantly – last.