Write a Release the Press Actually Want to Read
A press release is a concise, well-written statement that is used to disseminate important news and information about an event, product, or service. It’s a tool that businesses, organizations, and individuals use to communicate with the media and the public. Writing a press release can be a daunting task, but with a bit of know-how, it can be done effectively. In this article, we will provide a step-by-step guide on how to write a press release.
Step 1: Identify your audience
Before you start writing your press release, it’s important to identify your target audience. Who are you trying to reach? What are their interests? This information will help you determine what message to convey in your release and how to best format it. For example, if you are announcing a new product, your audience might be customers, investors, and the media. If you are announcing an event, your audience might be potential attendees and the media.
Step 2: Write a compelling headline
The headline is the first thing that people will see when they come across your press release, so it’s important to make it catchy and attention-grabbing. A good headline should summarize the main message of your press release in a clear and concise manner. It should be no longer than 10-12 words and should capture the essence of your news. For example, “ABC Company Launches Revolutionary New Product” or “XYZ Non-Profit Hosts Fundraiser for Local Charities.”
Step 3: Craft an engaging opening paragraph
The opening paragraph of your press release should expand on the headline and provide more detail about the news you are announcing. It should be written in an engaging and informative manner and should answer the questions who, what, when, where, why, and how. This paragraph should be no more than two to three sentences and should be attention-grabbing to encourage the reader to continue reading.
Step 4: Provide supporting details
Once you have captured the reader’s attention with your opening paragraph, it’s time to provide supporting details. This is where you can go into more depth about the news you are announcing. It’s important to keep in mind that you want to keep your press release short and to the point, so stick to the most important details. Use quotes from key players in your organization, if appropriate, to add credibility and human interest to the release. If you are announcing an event, be sure to include the date, time, and location, as well as any special guests or activities.
Step 5: Include a boilerplate
A boilerplate is a brief paragraph that provides background information about your organization. This is typically included at the end of the press release and should be no more than a few sentences. It should provide a brief overview of your organization’s mission, history, and key accomplishments.
Step 6: Use the right format
It’s important to use the correct format when writing a press release. This will make it easier for the media to read and understand your message. The standard format for a press release includes the headline, date, and location at the top, followed by the opening paragraph, supporting details, and the boilerplate. Be sure to include contact information at the end of the release so that the media can get in touch with you if they have any questions.
Step 7: Proofread and edit
Before you send out your press release, it’s important to proofread and edit it carefully. Check for spelling and grammar errors, and make sure that your message is clear and concise. Read through the release from the perspective of your target audience and make sure that it’s easy to understand and engaging.
Step 8: Distribute your press release
Once you have written and proofread your press release, it’s time to distribute. Choose your vendor wisely, because a distribution service can cost you upwards of $5,000 and a PR firm might be able to do it for free.
600 Congress Ave, 14th Floor, Austin, TX 78701 | 512-698-7373
Whether you just need a quick PR-related question answered, an unbiased review of a press release, a sounding board for whether your pitch should be offered to everyone or as an exclusive – PRIME|PR is ready to help.
If you need more – top level strategy on messaging and branding, creative pitch creation and execution to get more ink, or a fully integrated PR and marketing campaign from scratch, PRIME|PR is your agency. Let us show you what we can do.