10 Tips for Writing Effective Press Releases

Writing an effective press release can be a challenging and daunting task. However, following these ten tips will help you write a press release that is more likely to get noticed by the media and generate interest in your story.

By taking the time to craft a well-written and newsworthy press release, you increase the chances of getting your story covered. These tips will also help ensure that your press release is picked up by search engines and reaches your target audience. So if you’re ready to start writing better press releases, read on for our 10 top tips!

What is a Press Release?

press release written in a newspaper

A press release is a written statement typically used to announce something newsworthy. For example, a company might issue a press release to announce a new product, an event or even financial results. A press release should be clear, concise, and accurate and include all relevant information, such as date, time, and location.

Press release writing is an art, and specific standards should be followed to ensure that your press release is newsworthy and compelling.

Why Do Press Release Matter?

A press release can make or break your company in today’s fast-paced and competitive world. A well-written press release can generate interest in your story and help you get noticed by the media. On the other hand, a poorly written press release is likely to be ignored by the media and can even damage your reputation.

A press release is one of the essential tools in your marketing arsenal, and it should be treated as such. Here are some of the most prominent reasons why press releases matter:

1. Helps You Get Noticed by the Media

media

When you issue a press release, you tell the media that you have something newsworthy to share. Therefore, if your press release is well-written and contains all the relevant information, it’s more likely to be picked up by the media.

2. Helps You Reach Your Target Audience

hand drawing target audience concept

A press release can help you reach your target audience by increasing your visibility online. When you issue a press release, make sure to include keywords that are relevant to your story. This will help ensure that your press release is picked up by search engines and reaches your target audience.

3. Helps You Generate Leads

magnetic lead generation

A press release can also be used to generate leads. For example, if you are holding an event, you can include a call-to-action in your press release telling people to register for the event. Again, this can help you generate leads and grow your business.

4. Helps You Enhance Your Reputation

team building the reputation of the company

A well-written press release can enhance your reputation by making you look more credible and professional. On the other hand, a poorly written press release can damage your reputation.

5. Helps You Promote Your Brand

coffee identity and branding

A press release is a great way to promote your brand and increase awareness of your company. Make sure to include your company logo and contact information in your press release so that people can easily find you.

Now that you know why press releases matter, let’s look at some tips for writing an effective press release.

10 Tips for Writing an Effective Press Release

Press Release on a newspaper

1. Keep it Newsworthy

One of the most important things to remember when writing a press release is to ensure it is newsworthy. A press release should be interesting and relevant to your audience. If your press release is not newsworthy, then it’s likely that the media will ignore it.

What Does it Mean to be Newsworthy?

To be newsworthy, a press release must be something that people will find exciting and relevant. In addition, it should be timely, topical and have some news value. For example, a press release about a new product launch would be considered newsworthy, but a press release about an annual company meeting would not.

A press release should also be something that is not already widely known. If everyone already knows what you’re trying to promote, then there’s no reason for the media to write about it.

WowVisible understands that making your press release newsworthy is essential for getting media attention. We can help you create a press release that will capture the media’s attention and help you achieve your marketing goals. We offer press release services to help you get the most out of your press release.

2. Write a Catchy

Your headline should be catchy and attention-grabbing. It should be clear and to the point and tell the reader what the press release is about. A good headline will make people want to read your press release, while a bad headline will make them lose interest.

How to Create a Catchy Headline?

You can do a few things to make sure your headline is catchy and attention-grabbing.

1. Use Strong Keywords

Start by including solid keywords that are relevant to your story. These keywords will help ensure that your press release is picked up by search engines and reaches your target audience.

2. Make it Timely

Include time-sensitive information in your headlines, such as deadlines, event dates or special promotions. This will make your headline more newsworthy and increase the chances that people will read your press release.

3. Use Numbers

People love numbers, so be sure to include them in your headline. For example, “10 Tips for Writing an Effective Press Release.”

3. Write a Compelling Lead

extra read all about it in a typewriter.

The lead is the first sentence of your press release, and it’s essential to ensure that it’s exciting and catches the reader’s attention. The leader should give the most critical information about your story, making people want to read more.

What is A Lead?

A lead is the first sentence of your press release, and it’s essential to ensure that it’s exciting and catches the reader’s attention. In addition, the lead should give the most critical information about your story and make people want to read more.

Tips to Create a Compelling Lead

1. Start with the Most Important Information

Be sure to include the essential information in your lead so that people can quickly understand your press release.

2. Keep it Short and Sweet

Your lead should be no more than two or three sentences long. Any longer, and you risk losing people’s attention.

3. Write in an Active Voice

Use active voice when writing your lead to make it more engaging. For example, “The new product launch will take place on Wednesday, June 10th.”

4. Include Relevant Details

relevant word concept

Once you’ve grabbed the reader’s attention with your headline and lead, you must include relevant details in your press release. These details should support the story you’re trying to tell and help convince people that it’s newsworthy.

Some of the details you may want to include are:

Who is involved in your story? This could be individuals, businesses, organizations, etc.

  • What happened? This is the main event or news you’re announcing in your press release.
  • When did it happen? Include dates and times so people can easily find your event or product.
  • Where did it happen? Include the location of your event or business so people can easily find you.
  • Why is this important? What are the implications of your story? Explain why your story is newsworthy and why people should care.

5. Use Quotes

yellow quote box

Another way to add relevant details to your press release is to include quotes from people involved in your story. These could be quotes from the event organizer, a spokesperson for your company, or even customers. Including quotes can add more depth to your story and make it more interesting to read.

6. Choose an Appropriate Tone

tone word concept in wooden blocks

When writing your press release, choosing an appropriate tone is essential. The style of your press release should match the story you’re trying to tell. For example, if you’re announcing a new product, you’ll want to use a more positive and exciting tone. On the other hand, you’ll want to use a more negative manner if you announce you’re an event cancellation.

What Tones are Appropriate for Press Releases?

Positive:
  • Product Launches
  • Crowdfunding Campaigns
  • Grand Openings
  • Awards & Recognition
Neutral:
  • Company milestones
  • New hires
  • Partnerships
Negative:
  • Event cancellations
  • Product recalls
  • Layoffs

7. Write in Third Person

a person writing on laptop

You must use a third-person point of view when writing your press release. This means using pronouns like “he,” “she”, and “they” instead of “I,” “we”, and “you.” Writing in the third person gives your press release a more professional tone.

8. Use Simple Language

When writing your press release, it’s essential to use simple language that everyone can understand. Avoid using jargon or technical terms that not everyone will understand. This will make your press release more accessible and easier to read.

What Happens When You Use Jargon in Your Press Release?

jargon word from wooden blocks with letters

Jargon is a language specific to a particular profession or group of people. Therefore, it can be difficult for people outside of that group to understand. For example, writing a press release about a new medical device may use jargon such as “FDA-approved” or “clinical trials.” However, not everyone will know what these terms mean. As a result, they may not understand your press release and could be less likely to take action.

How to Minimize the Use of Jargon in Your Press Release

There are a few ways you can minimize the use of jargon in your press release:

1. Define technical terms when you first use them.

Explain what a term means when you first use it in your press release. This will ensure that everyone understands what you’re talking about.

2. Use simpler words when possible.

In some cases, you may be able to replace a jargon-filled word with a simpler one. For example, instead of saying “clinical trials,” you could say “tests.”

3. Explain why a term is essential.

Even if you can’t replace a jargon-filled word, you can still explain why it’s essential. This will help people understand its significance, even if they don’t know the meaning of the word itself.

9. Keep the Content Factual

choose facts not myths

When writing your press release, it’s essential to keep the content factual. This means avoiding any opinionated or biased language. Instead, your press release should be objective and based on facts, not opinions.

Avoid writing things like:

  • “This is the best product on the market.”
  • “Our company is the most innovative in the industry.”
  • “No other product can compare to ours.”

Instead, focus on writing objectively true things, such as:

  • “This product has received XYZ awards.”
  • “Our company has been in business for XYZ years.”
  • “This product is used by XYZ percent of people.”

Check Your Facts

It’s important to double-check your facts before you publish your press release. This will ensure that the information you’re providing is accurate. Incorrect information could damage your credibility, so it’s essential to take the time to check your facts.

10. Include a Call-to-Action

call to action CTA information on the screen

A call-to-action (CTA) is a statement that tells readers what they should do next. It’s often used to encourage people to take a specific action, such as signing up for a newsletter or buying a product.

Your CTA should be clear and concise. It should also be relevant to the content of your press release. For example, if you’re announcing a new product, your CTA could be “Visit our website to learn more about the product.”

Here are some other examples of CTAs you could use in your press release:

  • “Sign up for our newsletter to stay up-to-date on our latest products.”
  • “Follow us on social media to learn more about our company.”
  • “Visit our website to learn more about our services.

Adding a CTA to your press release can help increase its effectiveness. It can also help you achieve your desired results, whether getting more people to read your release or taking a specific action.

How to Distribute Your Press Release

release button

Once you’ve written your press release, you’ll need to distribute it to the right people. This will help ensure that it gets read by the right people and achieves your desired results.

There are a few ways you can distribute your press release:

1. Send it to journalists.

If you want your press release to be picked up by the media, you’ll need to send it to journalists. Make a list of relevant journalists and editors, and send them your press release.

2. Post it on your website.

blue website button

If you want people to be able to find your press release, post it on your website. You can also post it on other websites, such as social media sites and online news directories.

3. Send it to your email list.

You can send your press release to your subscribers if you have an email list. This is an excellent way to promote your latest news and ensure that people interested in what you do are kept up-to-date.

4. Distribute it through a press release service.

Press Release concept

Many press release services will help you distribute your press release to the right people. This can be a good option if you’re unsure how to reach your target audience.

5. Give it to influencers.

If you know any influencers in your industry, you can give them a copy of your press release. This can help get your press release in front of more people and increase its chances of being picked up by the media.

By following these tips, you can write an effective press release to help you achieve your desired results.

What to Do After Your Press Release Is Published

press release. megaphone and text

Once your press release is published, there are a few things you can do to promote it and increase its reach.

1. Share it on social media

Social media is a great way to get your press release in front of more people. Share it on your company’s social media channels, and encourage your employees and fans to do the same. You can also use paid advertising on social media to reach an even wider audience.

2. Submit it to online directories

directory button

There are many online press release directories where you can submit your release. This will help to ensure that it gets seen by the right people.

3. Send it to relevant media outlets

If you have a list of media contacts, send them your press release. You can also use a service like Cision to find journalists and influencers who might be interested in your story.

4. Post it on your website

Make sure to post your press release on your company website, as this is often where people will go to learn more about you. You can also add an RSS feed of your press releases to make it easy for people to subscribe and stay up-to-date.

5. Analyze your results

hand writing analyze on virtual screen

After you’ve promoted your press release, it’s crucial to analyze the results. First, look at the number of views, shares, and media pickups. This will help you to gauge its success and make necessary adjustments for future releases.

These tips will help you to write an effective press release that gets results. Remember to be clear, concise, and accurate in your writing, and include all the relevant information. Also, promote your press release after it’s published to ensure it gets seen by the right people.

Start Writing an Effective Press Release Today!

That’s it for our top 10 tips on writing effective press releases! If you want to learn more about how to submit your release or get help drafting and distribution, don’t hesitate to reach out. We love working with businesses of all sizes to develop a comprehensive PR strategy that gets results. Thanks for reading, and we hope this article helps you write a great press release that will grab attention and generate coverage.

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