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In our high-tech, digital world filled with videos and images, writing remains one of our most powerful methods of communication. Many believe press releases are outdated or irrelevant, but much of the news you read online or in print still reaches journalists this way.
As public relations experts, positioning our client’s key messages in top-tier publications, whether online or offline, is crucial. Press releases remain a key method for securing publicity and coverage. In many regions, the media relies heavily on well-written, timely, and concise press releases, often basing entire stories on the news received this way.
Writing and distributing press releases professionally is vital for securing coverage and positioning ourselves as industry experts. This builds strong media relations, ensuring that when the media needs a comment on a story, you are the one they call on.
With the proliferation of online press releases via newswires or social media, the media is no longer our only target audience. More than 80 million people get their news from online sources, so writing compelling press releases is also a way to speak directly to consumers, improve brand image, and expand public knowledge.
Press releases are not advertisements; they are stories. PR professionals are storytellers, providing the public with a credible and authentic view of the news. However, poorly written press releases defeat their purpose.
Here are six easy tips to help you write better press releases starting today:
Use short, strong headlines that capture the overall message of your press release. To make it extra tempting for the media, include a hook by highlighting what makes your news different, exciting, unique, or spectacular.
Focus on the 5 Ws: Who, What, Where, When, and Why. A perfect press release relies on short, straight-to-the-point paragraphs that tell the news upfront. Use your most important information in the first paragraph.
If there isn’t room for the ‘why’ in your first paragraph, add a short second paragraph. This allows you to explain the importance of the news without overloading the release with long blocks of text.
Quotes provide a human tone of voice, humanizing your news. Use quotes to:
Explain the bigger picture
Add new information (avoid repetition)
Communicate benefits to the reader
Reassure the public/stakeholders and strengthen confidence
Additional Important Details
Contain extraneous details in an additional paragraph. Include details like how a product works or what workshops an event will feature. These are ‘nice to know’ details but not essential, hence their placement towards the end.
Your final paragraph should sum up the press release. It can:
Remind the reader of key messages
Provide website links
Add a concluding quote, if necessary
List sponsors/partners, if applicable
Press releases vary widely depending on the news, but as a final bonus tip, always aim to keep your press releases within an A4 page if possible. In today’s busy existence, make the media’s life easier by providing a press release that is a breeze to read.