WRITER GUIDE
Write a Press Release for your Business
"A press release, also known as a news release or media release, is an official statement issued by a company or organization to inform the media and the public about newsworthy events, announcements, or developments. Press releases are typically written in a concise, factual, and journalistic style, with the primary goal of attracting media coverage and generating interest among the target audience. They serve as a valuable communication tool for businesses and organizations to share their stories, build brand awareness, and engage with their audience."
Goals of a Press Release
- Inform: Provide accurate, up-to-date information to your target audience, whether it be customers, investors, or the media.
- Engage: Capture and maintain the attention of your audience with a compelling and well-crafted story.
- Promote: Generate interest in your business, products, or services by highlighting their unique selling points.
- Establish credibility: Build trust and credibility by providing factual information, citing reliable sources, and presenting your business in a professional manner.
How Effective Press Releases Benefit Your Business
- Increased brand awareness: A well-written press release can generate buzz around your business, making it more recognizable to potential customers and industry partners.
- Improved search engine rankings: By integrating search engine optimization (SEO) techniques, your press release can rank higher in search results, driving organic traffic to your website.
- Enhanced credibility: Publishing professional and accurate press releases can establish your business as a reliable and trustworthy source of information in your industry.
- Media coverage: Compelling press releases can capture the attention of journalists and media outlets, resulting in valuable coverage that amplifies your message to a wider audience.
- Customer engagement and conversion: An engaging press release can pique the interest of your target audience, leading to increased website traffic, user engagement, and ultimately, conversions.
Importance of Press Releases
- Announce newsworthy events, products, or services
- Build brand recognition and credibility
- Enhance search engine visibility
- Drive website traffic and user engagement
- Attract media attention and secure coverage
Anatomy of a Press Release
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HEADLINE
The headline is the first thing your audience will see, so it must be attention-grabbing and clearly convey the main message of the press release. It should be concise, typically not exceeding 10-12 words, and use strong, action-oriented language.
SUBHEAD
The subhead provides additional context and details about the headline, offering a brief summary of the press release's content. It should be informative and engaging, enticing readers to continue exploring the story.
DATELINE
The dateline is the first part of the lead paragraph, which includes the release date and the city where the news is originating from.
LEAD
The lead, or the opening paragraph, is a critical component of the press release. It should capture the audience's attention by concisely presenting the most important information, typically
BODY
The body of the press release contains the main content, providing detailed information, facts, and supporting evidence for the story. It should be structured in an inverted pyramid style, with the most critical information presented first and the less important details following.
QUOTES
Including quotes from key company representatives or industry experts adds credibility to your press release and helps to humanize the story. Be sure to attribute the quotes correctly, providing the full name, title, and organization of the person being quoted.
BOILERPLATE
The boilerplate briefly describes the company or organization issuing the press release, providing essential information such as the company's history, mission, products, or services. This section should be consistent across all press releases to maintain a cohesive brand image.
CONTACT
At the end of the press release, provide the contact details of the person responsible for handling media inquiries, including their name, email address, phone number, and any relevant social media handles.
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Common Press Release Questions
What is a press release?
A press release is a written communication targeted at the media, journalists, and other relevant audiences, announcing newsworthy information about a company, product, event, or service. Press releases are typically distributed through various channels such as newswire services, online PR distribution platforms, and social media to reach the widest possible audience.
How do I distribute my press release?
There are several options for distributing your press release, including:
- Newswire services (e.g., PR Newswire, Business Wire, GlobeNewswire)
- Online PR distribution platforms (e.g., PRWeb, PRLeap)
- Self-distribution by manually sending your press release to media contacts via email or social media
- Sharing your press release on your company's website, blog, and social media channels
- Posting your press release on industry-specific websites and forums
How can I measure the success of my press release?
The success of a press release can be measured through various metrics, such as:
- Media coverage: The number of media outlets and journalists that pick up and share your story
- Impressions: The estimated number of people who have seen your press release through media coverage or online channels
- Website traffic: The increase in visitors to your website resulting from your press release
- Social media engagement: Shares, likes, comments, and mentions of your press release on social media platforms
- Conversion rates: The number of leads or sales generated as a result of your press release\
Monitoring these metrics can help you gauge the effectiveness of your press release and inform future improvements in your content and distribution strategy.
When should a company issue a press release?
A company should issue a press release when they have newsworthy information to share, such as a product launch, company milestone, partnership announcement, major event, or significant achievement. Press releases can also be used to address issues or crises that may affect a company's reputation, providing accurate information and demonstrating transparency.
How long should a press release be?
A press release should be concise and focused, usually ranging from 300 to 600 words. It is essential to present the most critical information at the beginning of the release, followed by supporting details and background information. Journalists and media outlets often have limited time, so a well-structured, brief, and informative press release is more likely to capture their attention.
How can I improve the chances of my press release getting picked up by journalists and media outlets?
- Craft a compelling and newsworthy angle that will capture the attention of your target audience and the media
- Write a clear, concise, and informative headline that summarizes the main news angle
- Use an engaging opening paragraph that quickly delivers the most critical information
- Provide relevant and supporting details, quotes, and background information in the body of the press release
- Follow the proper press release format to ensure a professional and easy-to-read presentation
- Distribute your press release through a combination of channels, such as newswire services, online PR distribution platforms, social media, and industry-specific websites
- Target journalists and media outlets that cover your industry or have shown interest in similar stories in the past
- Personalize your pitches to journalists, demonstrating why your story is relevant to their beat or audience
- Follow up with media contacts after sending your press release to ensure they received it and to address any questions or concerns they may have
Press Release Tips
Tips with proven statistics
Headline Characters
Press releases with headlines between 90 and 150 characters have higher open rates: Research indicates that the optimal headline length for a press release is between 90 and 150 characters. Headlines within this range tend to have higher open rates, as they are more likely to capture the reader's attention and provide sufficient context without overwhelming them with information.
Send an Email
72% of journalists prefer to receive press releases via email: According to a survey of journalists, 72% prefer to receive press releases through email, while 8% prefer social media, and 7% prefer newswire services. This statistic highlights the importance of a well-crafted and targeted email pitch when distributing your press release to media contacts.
Include Media
Press releases with multimedia elements receive 3 times more engagement: Including multimedia elements, such as images, videos, or infographics, can significantly increase the engagement rate of a press release. Studies have shown that press releases featuring multimedia components can receive up to 3 times more engagement compared to those without such elements.
Most Effective Day to Send a Press Release
Tuesday is the best day for press release distribution: Data suggests that Tuesday is the most effective day to distribute a press release, with the highest open and click-through rates. However, Wednesday and Thursday are also considered optimal days for distribution. Conversely, weekends and Mondays typically see lower engagement rates, making them less ideal for press release distribution.