In the busy world of sharing news, where each word matters, a press release stands out as a way to tell your story. You might already know how important a good press release is, but how do you make one that works? It’s a bit like making a delicious recipe – each ingredient adds flavour to your message. This is a key PR tool for catching the attention of a journalist to write up your news.
Let’s explore what makes a press release work and learn how to create one that gets attention.
What Makes a Good Press Release
A successful press release is like a puzzle, with different pieces coming together to tell your story. Here are the main parts that make up a press release:
The title is like a movie poster – it should grab attention and give a hint about your story. First impressions count, and this is your chance to make a good one! Use this opportunity to grab their attention so they keep reading.
Right after the title, add a few more words to explain what your story is about. This might add context to the title or provide a key statistic.
The first paragraph should quickly answer the who, what, when, where, why, and how questions.
The main part of your press release should give more information, like quotes and facts, to make your story interesting.
Include quotes from people involved in your story to make it more personal and believable.
Include details like dates, places, and other important facts to help people understand your story better.
About Your Company
Add a short part about your company at the end to let people know who you are. This is often called a boiler plate and provides the journalist with key information about your company in a way that doesn’t distract from the story.
Include the contact info of someone who can answer questions about your press release. This will either be your company spokesperson or your PR.
Tips for Writing a Great Press Release
Now that you know the parts, here are some tips to help you write a press release that works:
Keep It Short
Use plain english and keep your sentences clear and short. Copy experts recommend that sentences are no more than 20 words in length. Make sure to vary your sentence length so that the copy is compelling.
Tell Something Important
Your story should be interesting and important for people to read. Think carefully about what the story really is. Does investment create new jobs? What problem does your news solve?
The beginning should catch attention and make people want to read more. Try to make an impact in the first paragraph – this could be with important statistics, or a shocking fact.
Use Good Quotes
Quotes should sound real and add something special to your story. A good way to write impactful quotes is to interview the person giving the quote. Quiz them on their opinion to dig deeper into the story.
Tell a Clear Story
Each part should fit together and tell a complete story from start to finish. All good stories have a beginning, a middle, and an end. Make sure your press release is well structured. Introduce the news, and then contextualise it to show why it is important.
Check for Mistakes
Make sure your press release doesn’t have any mistakes in spelling or grammar. Journalists love language and won’t appreciate a poorly written press release. Some publications will publish the press release as it is sent so make sure you’re absolutely happy with it before you send it.
Think About the Reader
Write for the people who will read your press release. Make sure they can understand it, and make sure it’s clear why they should care about this news.
Add Pictures If Needed
Sometimes pictures can help tell your story better. If the picture shows people it is helpful to identify the names and titles of them in the caption.
By following these tips, you’ll be able to create press releases that share your news in a clear and exciting way. The next thing to get right is your pitch to journalists!